Cherry Chocolate Rain
Tay’s original Chocolate Rain somehow ended up as an re-occurring topic of reference in the discussions on an Intellectual Property Rights campaign that we’re working on…
Which made me laugh when I first came across his latest effort:
Sponsored by Dr. Pepper, this is a great example of how to approach “viral” and branded entertainment. Find the right talent, give them a good budget and some solid support, and let them be themselves. To me this applies in many ways to all prosumer (see Jaffe’s latest Join the Conversation) content that is brand solicited.
Ask the right people nicely and generally you’ll find that they will be happy to play.
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not sure if i actually like this. i agree with your point of letting someone do what they want/be themselves. BUT, is this too much like the sponsorship of the mentos/diet coke guys? by that i mean, interesting creative originality is one thing, and "round 2 sponsorship" seems to walk a very very very fine line of self-parody (intentional or not) that doesn't quite work for me.