Dive Brief:
- Enterprise Rent-a-Car partnered with Discovery's Science Channel and Group Nine Media's science and innovation brand Seeker on a new 360-degree campaign called "Move Forward," per an announcement provided to Marketing Dive. The effort is focused on engaging digital, social, linear and TV audiences and is the first ad campaign for "Seeker+SCI," the co-branded partnership between Seeker and Science Channel that launched late last year.
- "Move Forward" explores how innovators are using technology to improve modern cities, including infrastructure technology, disaster relief and transportation. Seeker is creating a three-part original video series exploring car technologies that show how Enterprise has modernized its fleet. The videos will run on Seeker's Facebook, Instagram, YouTube and Twitter channels, and be shared by Science Channel. There will also be a dedicated content hub on Seeker's website.
- The series will be repackaged into linear vignettes that will air on the Science Channel and Discovery Channel. Advanced video ads will run across Discovery's connected TV devices via ad and cloud data company Brightline. The ads feature full-screen interactive video overlay housing the full "Move Forward" series. The campaign will also include Seeker's experiential event "Night at the Museum" this summer.
Dive Insight:
By partnering with Discovery's Science Channel and Seeker, Enterprise might able engage consumers that care deeply about science and technological innovation for the future, which the company wants to ingrain as a larger part of its brand purpose. Brands that have a strong purpose grow 2x faster than those that do not, according to recent research from Kantar Consulting, which found that purpose-driven businesses have experienced a brand valuation increase of 175% over the past 12 years compared to the median growth rate of 86%.
The effort also shows how marketers, TV networks and publishers are evolving their video strategies, especially when trying to reach younger viewers who don't watch as much live TV as older generation. The interactive TV ads created with Brightline break with the traditional static spot format to create an experience that's viewed less passively and might be more engaging in opening up a hub for content. For the Winter Olympics earlier this year, NBC also teamed up with Brightline to create interactive video advertising for a campaign featuring athletes like Shaun White.
Original digital video (ODV) efforts like "Move Forward" are proving a draw for younger, more diverse and tech-savvy audiences, accoridng to recent findings from the IAB. About half of ODV viewers are more likely to be receptive to new brands and think ads can be beneficial and fun.
The concept for "Move Forward" came out of Final Front, the annual content sales event developed by Omnicom's The Content Collective entertainment and content marketing division.
