The success of branded entertainment

Infiniti and Saab lead by example
There's no doubt the recession has hit world-wide auto sales hard.

With sales not meeting profit expectations, budgets are slashed in an attempt to cut costs. Marketing, of course, takes a hit as well. But sales are slowly returning, with new vehicle sales expected to rise in November from a year earlier.

I like to devote some of my time here on Ridestory talking about branding and how the manufacturers appeal to buyers and enthusiasts. I've always thought clever brand placement did more to appeal to consumers than the barrage of ads on network TV. I think it's safe to say that placing brands in recognized entertainment has probably been one of the few bright spots in automotive marketing.

Saab: Fiona's ride
One example, believe it or not, is General Motors. The auto maker showed some brand smarts when they successfully placed Saab in USA Networks 'Burn Notice'.

Advertising Age has an excellent article (subscription required) explaining Saab's success and how GM received some of it's best brand metrics ever. Brand integration into a popular TV show certainly proved to be a successful strategy.

Saab has a problem looming on the horizon, though. And that's a lack of cars.

As GM's sale of Saab to Koenigsegg continues, vehicle production has slowed due to cost cutting in preparation for the new 9-5.

"We have about 10 Saabs left, and they won’t last long,” said Ivan Goodwin, sales manager at Jim Ellis Saab in Atlanta. “It’s going to be a big problem, but there is nothing we can do about it."

In addition, Saab announced the closure of more than a third of their U.S. dealers. A limited inventory is going to hurt those dealers remaining open.

Infiniti and Elvis Costello's 'Spectacle'
Infiniti is taking advantage of their exposure on the Sundance Channel's 'Spectacle', hosted by Elvis Costello.

The Sundance Channel doesn't accept traditional advertising, so Infiniti's brand gets some more unique exposure through front-of-venue placement and title sponsorship on the show's marquee at the Apollo Theater.

'Spectacle' features Costello interviewing and performing duets with many talented guests. In addition, each show will feature Infiniti-sponsored "Inspiration Sessions," which pairs famous musicians with their producers. The show begins its second season December 9th.

Kathy Roznowski, Infiniti's senior media manager, said 'Spectacle' has become a large part of Infiniti's marketing strategy because the branded-entertainment matches the auto maker's promise of "inspired performance."

"We need to deliver inspiration in everything we do, from the performance of the vehicle to hospitality in consumers feeling they're getting peace of mind or quality," she said. "What these clips will be able to do is inspire fans to take them into the social space, to help us promote these artists pairings by sharing them with their friends."

"We ultimately want people to experience all our vehicles, so we're trying to talk more from the level of the brand itself. It's not about a sales event," Ms. Roznowski said.

I think the success both Saab and Infiniti are experiencing with their branded entertainment will spread to others. I'd much rather see cars used in an entertaining way, such as a series character driving it or as part of a musical diversion. It doesn't smack so much of advertising and can actually help support the content.