brands can learn alot from top gear

Influx Insights — 2007-12-19T01:58:26Z

Product demonstration is the oldest form of persuassion in the business, but back in the day it was usually faked in some way.

In the days of taste challenges and whiter washing you never can knew if the advertiser was playing with the audience.

There was very little that was transparent about it.

Now in the YouTube world, authenticity matters and if you get you product demo right, as Blendtec has done, the results can be 70 million views good.

Increasingly we are going to see brands create their own demos, load them on to their sites and spread them around the web.

Some of these efforts will be flat, dull and boring, but others will have some verve, spark and creative energy.

If it's the later you are looking for, I strongly recommend you take a look at the cult BBC show about automobiles called Top Gear.

I know PBS has Motor Week, but it's boring compared to the antics that Top Gear gets up to. They've taken the tried and tested formula of the road test and "Spinal Tapped" it all the way to 11.

The Bugatti Veyron is an exciting enough car as it is, but have it race a fighter jet and you've got stadium-sized entertainment.

Brands thinking of moving into product demos would be wise to take a look at this because a little bit of creativity could go along way to ensure your demo gets noticed, also, having a good product helps too.

Posted by Ed Cotton

pushing tv into video games

Influx Insights — 2007-11-01T08:15:51Z

There was an interesting story yesterday about BBC's Top Gear teaming up with Polyphony, the creations of the racing video game Gran Turismo. The deal involves Top Gear providing program content for the new Gran Turismo channel (I assume this is part of an extended TV network that Sony Playstation is building) and adding the show's unique test track to the Gran Turismo video game.

The channel will launch some time in 2008.

Clearly, it's an example of TV networks reaching out to ensure their content gets distributed as widely as possible. With certain audiences spending more and more time with video games, the seamless integration of additional content onto gaming platforms makes a great deal of sense, especially given the ability of the consoles to handle HD.

It's probably safe to assume that all kinds of media tie-ups will happen and be integrated into games, especially with the sports franchises sharing highlight reels and the like with their gaming partners.

It also suggests that brands might have the opportunity to generate more interesting content within and with video games than just placing their product in the game.

Posted by Ed Cotton

Influx Insights Tag Feed: topgear

brands can learn alot from top gear

pushing tv into video games