When You Entertain The Family, You Can Also Feed And Clean The Family

Earlier this year, Procter & Gamble and Walmart teamed up with NBC to produce original content in hope that viewers would buy more P&G products at Walmart. According to Ad Age, it was a good investment.

P&G spent $4.5 million alone on the production of “Secrets of the Mountain,” but the packaged goods king also reported a measurable increase in product sales and market share from the program.
Ad Age points out that as case studies for successful branded entertainment, “Secrets of the Mountain” and “The Jensen Project” have become the holy grail of how networks and marketers can use entertainment to achieve scalable audiences, measurable product sales and active fan communities.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.