XM Satellite Radio is launching a new ad campaign this month that links the XM brand to music featured in prime-time network shows. The ads (considered "first-of-a-kind" and "groundbreaking" according to MediaWeek) will air immediately after select shows as a 10-second embedded bumper that says: "If you enjoyed the music on tonight's show, you can hear more music like this on XM Channel X."Starting on November 19th, the ads will air on three episodes of CBS' Cold Case, at least two episodes of NBC's Las Vegas, on two episodes on ABC's Dancing with the Stars, as well as on 4-6 times on VH1, VH1 Classics and CMT.
Music is an integrated part of programs like these, and XM's 10-second spot will be geared to appear as an integral part of the show as well. Think of it as product-placement but with music. Fans of the music played will be more receptive to the message.
The branded content campaign also dovetails with XM's new 30-second spot ad campaign, that broke last month.
[MediaWeek]
Nice to see a plan in place. So far, the ads have been good -- they grab your attention until the end of the commercial. Bravo!
Nice. Finally XM marketing that is willing to take a risk. Good job XM.
I've been noticing a lot of the new look XM banners on many websites. They look nice an grab your attention. Huge difference from how it used to be when I would stop an XM ad only b/c OnA were featured.