New Rexona TV Show Starring Australia’s Top Athletes

09 February 2009

I’ve been watching for a while the growing area of “branded entertainment” – loosely defined as brands who pay for the production of content (i.e., tv shows, movies, documentaries) as a new way to engage their desired audiences.  This marketing technique acutally dates back to the early 50’s in the US when makers of laundry detergents wanted to create a TV show that could naturally highlight its products.  Today’s new twist doesn’t necessarily have the brand front and center in the show but mainly in the title and some on-air branding and all over the digital home of these efforts.

I was reading over at my friends bannerblog today who highlighted a new program that recently started for Rexona (leading maker of a variety of personal care products including men and women deoderant) simply called the “Rexona Greatest Athlete Australia.”  The show has lined up some great guy athletes across a variety of sports and puts them in head-to-head challenges to see ultimately who is the best all-around athlete in Australia.

The show has great star power as some of athletes are extremely well-known and has a sort of Survivor meets The Real World meets Iron Man feeling to it.  The show airs for eight weeks on Channel Nine in Ausralia on Saturdays at 4:30 – for me not the best time to reach men or women in their twenty’s (who I am assuming are the target audience) who I would bet would be at the beach or somewhere as its Summer down under.  But the campaign has full episodes on a pretty solid website so if they have done solid work on the PR front as well as tapping into fans of each participant via social media they should get some good eyeballs to check out the show.  And I’m betting given the “hot” scale of the guys (like Billy Slater pictured with the Australian Prime Minister Kevin Rudd) will definitely have the girls at least hitting the record button if they are out that day (and the first few episides seem to have water themes so shirts are off – coincidence?).

In any case, if you are working with a company considering some new ways to spend their advertising dollars (given the decline of the effectiveness of traditional advertising – especially reaching a youth audience) this is a great example of the kinds of alternatives that are out there with the right smart thinking in place.

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One Response to “New Rexona TV Show Starring Australia’s Top Athletes”

  1. Collective Conversation » Creativity in Public Relations » Blog Archive » U2 Living At Letterman For A Week

    [...] few weeks ago I wrote about Rexona’s move into branded content, creating their own 8 week show now being broadcast by one of [...]

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