G.E. One Second Theater

Paid Content has a review of an upcoming new media offering by G.E.

From the post:

“In the ’50s, “General Electric Theater,” a long-running television show hosted by Ronald Reagan, showed off the home of the future using a medium that was still in its infancy.

Today, G.E. and ad agency BBDO are hoping “One-Second Theater” will do in a moment what it took a half-hour a week to accomplish back then — using all sorts of new media gimmicks keyed off ads featuring Elli the elephant and her friends.

The multimillion-dollar campaign launching Friday includes:

  • ads with embedded material that only shows up frame by frame on DVRs. It’s called a “commercial within a commercial.”
  • podcasts purporting to be from the animals featured in the ads.
  • a microsite for the campaign, including examples of how the embedded ads work and a schedule of NBC shows where the ads are appearing. (Ads will be on other NBCU networks and non-GE owned networks, too.) Click on “Meet Elli” and the link goes offsite to …
  • A MySpace profile for Elli; she’ll “work for peanuts,” favorite music is “Tusk,” etc. At some point, this gimmick is going to be overplayed by companies.”

I am not sure what age group they are targeting but if its higher than maybe 10 or 11 they are in trouble.


About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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