Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: MTV
Product/Service: MTV
Agency: LA COMUNIDAD
Executive Creative Director: Jose Molla (La Comunidad)
Executive Creative Director: Joaquin Molla (La Comunidad)
Creative Director: Ricky Vior (La Comunidad\Summer)
Creative Director: Leo Prat (La Comunidad\Summer)
Art Director: Soledad Calvano (La Comunidad\Summer)
Copywriter: Ricky Vior (La Comunidad\Summer)
Copywriter: Leo Prat (La Comunidad\Summer)
Agency Producer: Belen Fasulis (La Comunidad\Summer)
Production Company: (Error#170)
Producer: Pablo Paganelli (La Comunidad\Summer)
Media placement: Webseries - MTV Tr3s Website: Www.tr3s.com And Comedy Central Latin America: Www.comedycentral.la - November 11, 2011
Campaign Description
Latin America:
In Latin America, Branded Entertainment is fertile ground that has just started to be explored by few brands. 2 forces are contributing to its late development: a recent TV media fragmentation in the last 5 years; and fast growing online penetration and participation among Latin American youth. These 2 forces are opening spaces for brands to develop Branded Entertainment and re-shaping what new generations expect from brands that try to connect with them. In terms of restrictions and regulations, the branded entertainment spaces remain open with no specific restrictions other than those applied to a broadcast audience: parental control, etc.
US Hispanics:
In the context of an environment where brand development has been much more explored, the challenge is to create branded content that is appealing to a new bi-cultural generation for whom mainstream advertising is not doing the job. Branded Entertainment becomes a great place where brands leverage relevant cultural content and break the barriers of stereotypes.
Effectiveness
El Spooky Show is a web series with 12 episodes about Spooky - a giant Mexican hamster with an attitude - and his human room-mate Yogu.
The funny thing about Spooky is that his character was born in a spot created for MTV during the World Cup in 2010. Right after it hit the air, something remarkable happened. Spooky became an instant social media celebrity as Latino teens began creating their own Facebook profiles and Spooky fan blogs.
Suddenly, we had a monster on our hands - a 6-foot rodent that young people were adopting and claiming for their own. So we proposed to MTV something equally unconventional. We partnered to give a marketing character a life—and a show—all his own.
Spooky became branded entertainment content and 'El Spooky Show' was born, launching on MTVTr3s and Comedy Central Latin America in November, 2011.
Implementation
El Spooky show began airing in the US on Tr3s: MTV, Música y Más, MTV's bilingual/bi-cultural entertainment destination for Latinos in the US on www.tr3s.com.
It also aired on Comedy Central Latin America's brand new site www.comedycentral.la in conjunction with the launch of the website.
The shows connected with Hispanics in a fun and authentic way across digital platforms including MTV and Comedy Central's site as well as social media channels.
Outcome
The results were phenomenal. The weekly episodes were among the most highly visited and commented upon for both MTV and Comedy Central. So much so, that the second season of Spooky is in the works.
Spooky became branded entertainment content, and La Comunidad and MTV became vested partners in all uses of Spooky from theatrical extensions to consumer products and Spooky merchandising.