Crazy cross-promotion
Did anyone happen to see the new HP commercial featuring Serena Williams and Jumper star Hayden Christensen, which aired Monday night during the NCAA Bowl Championship Series title game on Fox?
Here's an Adweek article about it.
What do you think? Brilliant marketing ploy or distracting/annoying?
Comments
Brilliant! It's hip, it's catchy, and the fact that it mentioned other companies like Nike and Aneres is just brilliant. It almost overshadowed the trailer. My only concern, had I been one of the advertisers is that it was a ton of images and ideas in only 30 secs...and that's a lot to grab. Of course, if they run this ad as much as Kia runs that "he's a maniac" crappy commercial...then I think it will do well with its target audience.
Posted by: edgar | January 12, 2008 1:51 PM
It was a great idea but on paper, but it just didn't flow well. If the main object of the commercial is to promote the movie, they should have done LESS on Serena and not show what felt like the entire Serena commercial in the middle of the movie trailer. It is too jarring the way the commercial cuts back to the trailer at the end. Overkill.
I think HP did a MUCH better cross-promotion when Jerry Seinfeld subtly and humorously promoted "Bee Movie" during his HP commercial.
Posted by: Mona | January 23, 2008 12:44 PM
I'm inclined to agree, Mona. HP's Seinfeld spot was seamless and silly. Much more effective.
But then again, here we are blogging about the Jumper promo...
Posted by: Elisabeth | January 23, 2008 1:51 PM
I think this is brilliant! It might mention a lot of advertisers in a short amount of time but your brain captures all of that and you remember more then you think you do. Just like Edgar caught Nike and Aneres.
Posted by: Trinton | January 28, 2008 7:55 PM