Each of these shows is a MUST watch for me. I record and watch when I have time. And, yes, I'm a little jealous of the singing and dancing talent.
Besides being a huge fan of various judges on all four shows, I'm an even bigger fan of the opportunity each show provides for people with talent who lack the resources, platform and opportunities to get in front of the right people.
Do I get goose bumps, tear up and cheer from the sidelines? Absolutely! My passion for the lyrics, chair turns, applause and golden buzzer moments are felt to my core.
So what does any of this have to do with this post? Everything.
Last night, I was watching the August 21, 2019 recorded episode (I don't like watching the commercials) of Songland, an NBC show in the US, which featured the country band, Old Dominion. This episode, in particular, was focused on finding a songwriter for Old Dominion to record AS WELL AS use in a new Jeep commercial.
Yes! Talent, a great band AND product placement (which happened to be free, BTW according to this Forbes article).
An interesting twist indeed! And as I type this I'm getting goose bumps. What can I say, it's the marketing in me.
Here's where I'm going to do something a little different than look at the product placement in the show. I'm going to look at the bigger picture opportunity beyond the show. An opportunity I believe Jeep missed.
First, what is Songland? Every episode of Songland features a solo or group singer/songwriter such as Old Dominion (Meghan Trainor, John Legend, Macklemore, Jonas Brothers are other examples). Four songwriters pitch their songs to the featured guest and three of the industry's top music producers. Three of the songs are selected, each paired with one of the producers to modify to the guest's music style. The three songwriters sing the final, modified version to the featured guest and the featured guest picks the winner. The guest then records that song and Songland plays the video at the end of the show.
Whew - cool? OK.
The show hasn't featured a product or brand in previous episodes of Songland (this is the first season). So, having Jeep included in the process was absolutely genius. LOVED it, in fact. The Jeep CMO, Olivier Francois, was present to help select the final song for the new Jeep commercial which aired at the end of the show.
So, my point (finally, right?).
The Jeep CMO saw a new, unique and amazing opportunity to collaborate with a major US TV network, the songwriter Katelyn Tarver, Old Dominion Band and Jeep Automotive Company to create.....a commercial.
Did you see my comment earlier about watching the RECORDED show because I don't like commercials?
Instead of focusing on wasted ad dollars and why people moved to Netflix, Hulu, YouTube TV as an example, I'm going to focus on what Jeep COULD have done to extend the time, resources, investment in creating the commercial.
So you have this GREAT process and I'll be honest - I LOVED the process, LOVED the song choice and LOVED the commercial. If others are having that same feeling at the end of the process of the show and the commercial, why not take viewers someplace else so you can continue the connection and the experience? The theme was to experience being Young - so it just seems natural that you would continue with that theme. So....how could the end be changed?
Let's look at this for a moment:
As of right now, there are 782,966 views of the Young commercial on YouTube. There's no call to action. There's no opportunity to connect with Katelyn, Old Dominion or follow Jeep - on any social platform.
Knowing most people don't watch commercials - and if they are watching the Jeep commercial on YouTube it's not a long term connection method.
You have viewers attention. How about keeping and extending their attention by:
To be continued..Click Subscribe to see what happens next (Increase YouTube subscribers) Have a series of videos that show the couples growing up, loyal to the Jeep brand and staying Young
Like us on Facebook and share WHAT would make you Young with a Jeep - Jeep enthusiasts upload videos and tag people who enjoyed the experience with them - Want to feel Young? Visit your local Jeep dealer to rent a Jeep for the weekend. Upload your video on Facebook and share what you did that made you feel Young again. Consider having a special rental fee or contest to Experience Young for a Week in a Jeep contest where they document their experience and share on Facebook or social media.
Follow us on Twitter and tell us about Your BEST Jeep Experience - Share you video on your BEST Jeep Young Experience. Use the hashtag #JeepYoung and tag a friend to continue the experience for you. This creates conversation, community, engagement and most importantly for Jeep, increased sales.
People want to be a part of something bigger than themselves. Tap into the emotional side you created with the commercial and continue it beyond the 90 seconds. Think beyond the commercial.
What ideas do you have for Jeep after this Young commercial? Share on Twitter and tag me @vickioneill, the brands and use #JeepYoung. You young?