With the Rio Olympics already outperforming the 2012 London Games in terms of sponsorships, expect a lot more advertising online and on your TV sets in the coming weeks — even if the video you’re watching doesn’t look like advertising at first.
Take, for instance, NBC’s hourlong documentary “Kerri Walsh Jennings: Gold Within,” which follows the three-time U.S. Olympic beach volleyball gold medalist as she trains to win a fourth consecutive gold in Rio this summer. The show, aired on Sunday, was produced by Tribeca Studios, a content arm associated with the Tribeca Film Festival, on behalf of Dick’s Sporting Goods. Most viewers wouldn’t be able to tell that the documentary was made on behalf of Dick’s Sporting Goods, which received a “produced by” credit on the project but doesn’t appear within the film itself.
“We like to play in the space between nine seconds and 90 minutes,” said Andrew Essex, CEO of Tribeca Enterprises, which runs Tribeca Studios. “The only thing we don’t want to do is 30 seconds — we’re not making commercials here.”
Four other films produced by Tribeca Studios for Dick’s Sporting Goods and United Airlines follow a similarly minimalist approach. The aspiring Olympians profiled in the three short films airing on ESPN and ESPN2 are Dick’s Sporting Goods store employees, which means there are a couple of scenes filmed while they are at work. Tribeca’s “Destination: Team USA” documentary for United Airlines includes a scene where one of the athletes is traveling and checks in at a United gate.
Jennings and other athletes featured in these documentaries are sponsored by Dick’s Sporting Goods, which isn’t an official Olympic sponsor. (Dick’s and United Airlines are Team USA sponsors.) Whereas before only official Olympic and team sponsors could run campaigns tied to the games, other advertisers are now able to join in the fun as long as they follow a list of rules set by the IOC.
And advertisers are not only playing ball but getting more creative. Yogurt giant Chobani, for instance, is also running documentary-style videos and TV commercials featuring athletes like Alex Morgan and Melissa Stockwell. As part of its “Stand for Progress” campaign, Citi is rolling out content across TV, YouTube, Vine, Instagram and other social platforms.
In the case of advertisers working with Tribeca on Olympics-related content, it helps that Tribeca takes a stricter approach to the brand-funded content it produces. While clients are involved in the production process, filmmakers working on these projects are given a great deal of artistic license to execute on their vision, said Hollywood producer and evp of Tribeca Enterprises Paula Weinstein.
“We want the filmmakers to have a connection [to the project] as opposed to someone being just for hire,” she said. “If a filmmaker responds to the brief, then it’s a story he or she is passionate to tell.”
Image via Tribeca Enterprises
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.