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VIDEOWebisodes: I Can't Believe It's Not a Commercial!
But they are -- and are far more profitable than some.
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“The Pull-Ups team looked for ways to help parents make progress in potty training their children. So we developed a program that highlighted different children and parents in training and incorporated tools and tips for parents,” says Michael Krebsbach, Pull Ups’ Senior Brand Manager. “We have received excellent consumer response to the Potty Project. Our web traffic is up better than double what it was last year, and consumers have really gravitated to the program.”
One of the first high-profile branded webisode series was Holiday Inn Express’ (IHG) Smart Show, which was produced by marketing agency Digitas (PUB) and followed some of the country’s busiest business travelers. The series proved so successful that last summer, Digitas created The Third Act, a new branded-content division that produced the Smart Show’s second season. These webisodes have become a prolific brand extension, but they’re not necessarily commercials.
“These webisodes are not staged, and they are not a product push. They are completely real and authentic,” says Krebsbach. “The way we've incorporated tools, tips, and product information is in the context of actual parents with actual kids so that viewing parents can relate what they are seeing to their own kids.”
Getting away from the reality programming format, last summer Unilever (UN) launched an original animated webisode series, while the state of Pennsylvania’s recently launched webisode series demonstrates that the medium isn’t indigenous to big brands.
With new series launches from Royal Caribbean (RCL), Garnier (OR), McAfee (MFE), and Schering-Plough (SGP), how is the TV industry responding to this wave of web-based programming? NBC (GE), for one, has launched a variety of behind-the-scenes webisodes to promote programs like The Office, 30 Rock, and Heroes.
Apparently, webisodes can even remind viewers to watch television.
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