An Oldie But a Goodie

By on May 2, 2012 in By Alison

Branded documentary is often included as part of a wider advertising campaign. In 2010, Mitchum
deodorant sponsored a nationwide contest to find the “Hardest Working Man in America.” The
Mitchum strategy sought out user generated content but also turned to an old hand, documentary
filmmaking legend Albert Maysles, to create a short documentary about the winners of the contest
The 30 minute doc aired on The Sundance Channel and was promoted through TV spots, print and
social-media ads.

http://adage.com/article/madisonvine-digital-entertainment/branded-entertainment-mitchum-sees-sales-lift-contest/145570/

 

Alison.

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One Response to An Oldie But a Goodie

  1. Bess December 26, 2012 at 15:01 #

    Your post, An Oldie But a Goodie | Farmer Clark, is really well written and insightful. Glad I found your website, warm regards from Bess!

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