MediaBuyerPlanner: Reebok is jumping into branded entertainment, running a celebrity interview series, Framed, on the IFC cable channel, and embedding products directly into the program.
The show will run for six episodes, writes The New York Times. In each, an athlete who endorses Reebok footwear and apparel will be interviewed by a celebrity.
In addition to being able to engage with viewers on a deeper level than the typical television spot, Reebok likes the branded entertainment idea because it helps deepen relationships with its superstar endorsers.
“We have a lot of great assets, athletes competing globally,” says Todd Krinsky, vp for sports and entertainment marketing at Reebok. “We’re trying to find a platform to tell their stories as well a vehicle to communicate what the brand’s about.”
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