Wednesday, May 23rd, 2012
Denzel Washington, Cameron Diaz, and Katherine Heigl?no, they will not be starring in blockbuster movie soon. They are only some of the stars that are featured in State Farm?s branded entertainment segment on syndicated Entertainment Tonight.
?State Farm Being There Profile? is a segment where stars get to share moments in there life when someone was there for them. Heigl talked about her mother, who provided her unconditional support during the early stages of her career.
On the other hand, Washington said that his wife is always there for him no matter what happens to his career.
These segments run for about two minutes and include several mentions of State Farm?s affiliation.
Mark Gibson, assistant VP of advertising for State Farm, says that the segment targets ad skippers. It aims to give brand association.
?Entertainment Tonight is managing the editorial content of what we do, and they?re very protective about it,? said Gibson. ?They?ve done an awesome job of picking celebrities with emotionally resonant stories.?
The ads were created with DDB Chicago in coordination with OMD, the media-buying agency. Gabe McDonough, a senior producer from DDB, said that a representative from the show approached him about the segment, saying they needed meaningful content for the show.
This is not the first time State Farm has invested in branded entertainment. The company is famous for backing ESPN?s Road Trip, a branded segment that is often shown by the sports network.
Source: Brandweek
