Getting Creative with Smart Spot Placement

Advertisers are getting more and more creative with ways to break through the clutter of traditional advertising. If you watched ”New Girl” this week, you couldn’t miss the overt product placement for the new 2013 Ford Fusion. It was overtly woven into the storyline and Ford even ran a spot in the adjacent break, just in case you missed it during the episode.

Even our own clients are getting creative when it comes to aligning their brands with popular TV programming. AMC’s much-anticipated Season 3 of the Walking Dead premiered on Sun. 10/14. The network also ran a 2-day Walking Dead marathon leading up to the premiere, and when one of our auto dealers in Houston realized this, they got creative too.

Joe Myers Mazda Kia is a mid-sized Imports dealership in Houston, well-recognized for their TV creative which changes monthly. Their ads feature the dealership’s GM, his son and a cast of characters with an often entertaining, themed and in-your-face message. In October, they focused on a Halloween themed spot centered around zombies, and what better place to run their spots than in the Walking Dead?

Media Works worked with the Joe Myers Imports’ marketing team, and the local cable provider to place their TV spot in the Walking Dead marathon in targeted Cable zones surrounding the dealership. Spots were also placed in the premiere and in new episodes each Sunday after the premiere.


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