Get the latest gossip
ESPN, Dos Equis Help Erase Line Between Game Time and Commercials
ESPN and Dos Equis will tap popular college football play by play announcer Chris Fowler in an ad campaign that airs during some games he calls
TV networks have long experimented with blurring the lines between when segments of popular programs and the commercial breaks, as anyone who has seen a Subway sandwich become part of the dialogue in series like NBC’s “Chuck” or CBS’ “Hawaii Five-0” might attest. “We want college football fans to feel like Dos Equis is ingrained in the sport, so being woven into the live game experience, not only during commercial breaks but on the field too, is key,” says Jonnie Cahill, chief marketing officer at Heineken USA, in remarks provided via email. Disney believes more advertisers will want to consider similar concepts, says Carey Dunleavy, particularly as more marketers see value in alliances with so-called “influencers,” or enthusiasts who are able to establish a relationship with bigger groups of fans or consumers.
Or read this on Variety
