The “Prommercial” Offers Interface Between Brands

By Mash Bonigala

As co-branding becomes more and more common in a media-driven world, many brands are taking this concept to the next level. The aim of this progression is clear: to bring more attention to both brands and logo designs by linking them with complimentary brands. Unlikely bedfellows such as Faithless and Fiat are joining forces in getting the word out about their brands, now in commercials carefully placed during some of the UK’s most popular television programmes.

Television advertising is losing ground in a world where free marketing opportunities abound. However, this latest commercial, called a ‘prommercial’, changing the face of television advertising as well as the way music is funded. The prommercial, which aired on Channel 4 during hit programme Big Brother, featured a music video for the UK band’s latest single. Although Fiat paid for the video’s filming in Prague and its commercial slot, it was not overtly mentioned throughout the video. Instead, a sporty edition of the Punto Evo was featured heavily throughout the video. This special edition will be called the ‘Feelin’ Good’, after the song, and parts of the video will be featured in more conventional television commercials for the automobile.

We may see more repeats of this kind of advertising symbiosis as UK companies look for new and unused ways to call attention to their brand and logo design. While many fear that this change in the way music is funded may reduce artistic integrity, others claim that it will free musicians from the control of recording labels. The latest Faithless album, The Dance, has already received more promotion than any of their previous music, while Fiat has a cooler image than ever and serious artistic credentials to bolster the youthfulness of their brand. Because of the link between the song name and the auto edition, it is likely that this co-branding partnership will last into the near future.

Faithless is not the first musical entity to co-brand. A wide range of musical names such as David Bowie, Shakira, and Groove Armada have seen success with similar campaigns. In fact, a discussion will be held at the Edinburgh International Marketing Festival to discuss the new interface between branding and music in the UK. This trend is not limited to the music industry, either. A wide variety of brands are getting additional exposure in similar ways. These arrangements can be a win-win situation for brands that benefit from being publically linked.

Getting your business’s name, brand, and logo design into the public eye is almost always a good idea, however this is accomplished. Co-branding can either double your exposure or reduce your marketing costs, depending on how you handle it.

Most small businesses in the UK cannot afford to promote themselves in three minute time slots on Channel 4, but this does not diminish the relative success of co-branding. Even small businesses can band together and get maximum exposure for their brands. If you are unsure about how to embark on a co-branding adventure or not feeling very confident about your own brand, contact a consultant today.