As the quality of marketers' content has gone up, streamers are also willing to buy their projects. Take the LGBT-themed documentary short"Coded: The Hidden Love of J.C. Leyendecker," made by Procter & Gamble with Imagine Entertainment and Delirio Studios. Acquired by MTV Documentary Films, it made the Oscar shortlist in its category and streamed on Paramount+.
For TIAA, it's creating entertaining content to encourage consumers to prepare for retirement. It's helping Sony Pictures Television integrate brands into shows like"Jeopardy!" And for Chipotle, Goodman and Kaplan ran a search for a new creative ad agency.
One thing Goodman and Kaplan are not trying to do is compete with brands' ad agency budgets. In the case of branded entertainment, they're applying a traditional entertainment business model, in which most of the money is made through back-end participation — if a project is sold, Superconnector gets a generous cut. In the case of product endorsements it brokers, it'll get a cut of the sales that are driven by the celebrity.
Goodman admitted that this model is risky but said it's an easier way to get in the brand's door at the C-suite level to work on entertainment that will ultimately get bought by networks and streamers. "The bet I'm making is that by aligning our interests with our clients', they'll allow us to participate in their success," he said."We're highly motivated to create entertainment the platforms want to buy."Subscribe to push notifications
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