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The Art of the Integration Series – Part II: The Custom Vignette

In part two of our “The Art of the Integration” series, we’re giving you a behind-the-scenes look at another type of branded integration: the custom vignette.

When putting together this type of integration, we like to think of it as a snack-sized version of the television show that will air as a companion piece, if you will, to the in-show integrations we discussed in part one of this series.

The idea being: If a brand has been seamlessly integrated into a television show, it makes sense to follow that with a spot that matches the tone of the show to further boost viewer engagement and recall. For example, we partnered with TNT to create the 20-second custom vignette below, which aired during a recent episode of “Rizzoli & Isles”.

To capture the tone of “Rizolli & Isles”, a Jane Rizzoli look-alike was selected, along with a mysterious storyline, which begins with the intriguing text message, “I need you”, and ends with the Toyota Camry leading us to the scene of a crime. To turn up the volume a bit, we added a slick, Boston-style beat to the mix.

These are just a few of the contextually relevant ways in which we were able to set the tone of the spot, and showcase the Toyota Camry and its Entune capabilities for this particular show’s viewers.

This custom vignette is just one example of how this type of integration can create an ad experience that’s so relevant to programming, viewers will want to stop and watch.

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Posted by on August 9, 2012 in Work and tagged Tags: , , , , , , , , , ,

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