Influx

A month or so back, Influx discussed the concept of brand television.
The latest deal between NBC Universal and VW for a reported $200 million could be the first time we see this development in the US. Although most press reports suggest the deal will focus on product placement on NBC shows, Universal movies and placement in Universal theme parks, VW might be smarter than that.

VW is a brand in a bit of trouble in the US market, with falling sales for key model lines. However, they have a reputation for making good product and being creative and inventive with their advertising. VW’s “Drivers Wanted” campaign was one of the most iconic of the 90s. In this campaign, VW and its ad agency Arnold did something no other car company had done, it focused on the driver. This strategy allowed the brand to create entertaining and effective pop-culture based advertising narratives.

While VW’s competitors like BMW, are become more innovative with their marketing communications, VW plans to do the same. It isn’t a case of copying, but deciding what’s needed to compete in a marketplace where traditional mass media solutions aren’t enough.

The VW/NBC deal will be one to watch, because it could produce some really interesting communication ideas. With NBC, VW has basically bought into a massive idea bank and distribution channel, it will be fascinating to see what they do with it. Influx expects to see VW play a role in content creation, in music and perhaps also with shorts and documentaries. The deal has the potential to re-define conventional notions of static product placement and perhaps start define a future for content driven marketing communications.

One thing that this deal means for certain; more megadeals across content and media between large advertisers and media owners