MarketingVOX: To create a more emotional and hopefully powerful connection with the online audience, builders and real estate developers are creating viral webisodes that feature the buildings themselves as starring characters, the reports the Chicago Tribune(via DailyFix).
Cressey Developers, based in Vancouver, has created Donovan Life, a series of online shorts that follow the young, single residents of The Donovan, a building under construction in Vancouver’s trendy Yaletown neighborhood.
The webisodes (think Sex and the City) are designed to capture the attention of the online audience and connect with them in a way that traditional marketing isn’t. Realtors are increasingly turning to tactics such as this and other online efforts to follow the audience.
The creative team behind Donovan Life hopes that the shorts will eventually become a TV series or feature film.
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