Is it just me or did others catch what happened on NBC last night?
NBC debuted their new show “The Philanthropist” at 10pm PST, which I thought it was pretty good.
But what caught my attention was the commercial for Bing.com.
As they went to commercial they would show a short commercial, but with a twist. It was a commercial that added to the storyline, but then promoted Bing.com.
In the show, the philanthropist decided to go to Nigeria to help a village there. They cut to the commercial and it was a scene where the philanthropist’s body guard walks into the room and tells the philanthropist’s assistant that he needs to get to this village in Nigeria. She mentions how she loves to see what different pictures from around the world show up on Bing’s main page each day and says it relaxs her. Shen then types information into Bing and the commercial ends and goes onto regular commercials. The show comes back on and they have the info and are heading to Nigeria.
They did this for at least 3 different commercial breaks. They would break for commercial and have another short added segment with the actors using Bing.
Now think about how different this is…
I’ve seen product placements. I’ve seen commercials that reenact scenes from shows. But this was neither.
This was a commercial filmed on the set of the show, with actors from the show, that was a small addition to the storyline (and a part of the storyline)!
From my perspective, this seems like it could be a whole new form of advertising.
I don’t know how effective it will be to get people to actually use http://www.Bing.com, but I paid attention to it much more than a regular commercial!
What do you think? Any ideas on the effectiveness of such advertising? Anyone ever see anything like this before?