Penney Looks to Blur Line Between Ads and Show
Where does the commercial begin and the show leave off? If viewers of this year’s MTV Video Music Awards have a difficult time distinguishing, then JCPenney will have achieved
its goal for live ads it is running on the show.
“We are looking to blur the edges between advertising and show content,” said Michael Cape, JCPenney’s vice president of brand marketing, in a company press release. “By making the viewers feel more integrated into our advertisements, we are able to achieve a deeper emotional connection with our key audience. These live ads are one way that JCPenney continues to break through to consumers in a meaningful way and is a concept everyone will want to watch.”
To blur the line, Penney is making use of a technology that allows the awards show hosted from Radio City Music Hall in New York to be inserted into a video screen within the retailer’s ad and display properly even with camera pans and zooms.
The Penney ads will come on when its time for the show to break for commercials. Other companies’ ads will also be broadcast during breaks, but Penney’s ads will be the first and last to air. The spots themselves will be broadcast live from the bedrooms of different kids and teenagers. They will focus on the company’s current back-to-school campaign.
Separately, Penney will also be running traditional commercials during the show with spots to premier its fall fashions and promote its junior’s and young men’s departments.
Discussion Questions: Will JCPenney live ads during the MTV Video Music Awards program (assuming technical difficulties do not somehow interfere) be
a hit or miss with consumers in the targeted demographic of persons between the ages of 12 and 34? How do you think consumers, on the whole, will view JCPenney’s live ads and
the attempt to blur the line between where the show falls off and the commercials begin?
The MTV awards show is the most watched cable program of the year for persons between 12 and 34.
- JCPenney and MTV Partner to Create Groundbreaking
Multiplatform Approach to Achieve a Deeper Emotional Connection and Relevance with Youth – J.C. Penney/Business Wire