Burger King is making a feature-length film that may star the "King" of its current ad campaign and Anheuser-Busch plans to start a seven-channel TV network online, called BudTV. OfficeMax recently created a show on the ABC Family channel as well.
In a TiVo world, where consumers can bypass commercials with the use of digital video recorders, marketers are beginning to panic. The move towards brand inspired shows is not a move away from traditional advertising--it is just a way to add to their strategies.
“What we’re trying to do is find new ways to continue to be relevant to teens and to young adults,” said Vic Walia, the senior brand manager for Snickers, a Mars brand that created an online show called “Instant Def” with its agency BBDO New York, part of the Omnicom Group Inc. (OMC) as reported on NYTImes.com.
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