ShopLocal Tries Novel Video Marketing

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As I was getting caught up on news, I saw Peter Krasilovsky’s post on a new video blog from ShopLocal: Digital Punch. It’s a little like CNET editorial reviews meets Diggnation.

What’s interesting is that this is a very indirect and potentially clever way to broaden the audience for ShopLocal (you can view the episodes on MySpace or YouTube, as well as the vLog itself). ShopLocal is ocassionally and casually referenced as the place you can buy many of the featured products. There also appears to be a potential revenue stream here in addition to the increased visibility the company is trying to build.

From the “sponsors” page:

Digital Punch specializes in product-placement, where our show host(s) discuss the sponsors in an integrated way that is similar to television of the 1950’s. Our sponsors have found this method, combined with the highly targeted nature of the show, to be an extremely effective way to get their brands in front of many viewers each month.

If you are interested in sponsoring an episode, please email us with your full name, company name, email address, phone number and one of our advertising specialists will follow up with you shortly. We look forward to punching you out!

Kudos to ShopLocal for being innovative. The challenge here will be to reference ShopLocal enough to achieve the desired objective but not so much that the show appears to be pimping the site. That’s a tough line to walk.

It might be “cleaner” and ultimately more effective to simply reference ShopLocal at the beginning or end of each episode as the place you can find the featured products or “powered by ShopLocal” (or similar) and remove the casual in-show references. Any objections to that sort of more obvious promotion can be overcome by making Digital Punch strong enough to stand on its own.

Here are some of the comments taken from a selection of the nine episodes on YouTube:

Was that a ShopLocal plug? Hmm…
This reporter is fan-tastic, so articulate!

Love it! Great PS3 vs. Wii story!

lmao this reminds me of the colbert report

weak

Good show. I thought it was funny

ShopLocal is effectively now producing TV. The key to making this a success, as I said, will be to make each episode both entertaining and informative enough to make them viral and grow the audience. But this is a provocative example of how content and advertising now merge in this new media world.

2 Responses to “ShopLocal Tries Novel Video Marketing”

  1. howardowens.com: media blog » Blog Archive » Viewing advertising as content Says:

    […] Greg Sterling likes it, too. Kudos to ShopLocal for being innovative. The challenge here will be to reference ShopLocal enough to achieve the desired objective but not so much that the show appears to be pimping the site. That’s a tough line to walk. Share and Enjoy:These icons link to social bookmarking sites where readers can share and discover new web pages. […]

  2. Digital Punch Says:

    Thanks for the mention. We’re really enjoying our efforts. We just got featured on YouTube (episode 21 of Digital Punch), so things are goind well.

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