liquid awesomeness

There were many Twitter feeds last week linking to an article in Mediapost. It talked about the NBC Universal Digital division focusing on branded entertainment. In the article they announced a new show sponsored by Nestea in partnership with NBC called CTRL. It's based on short film that debuted at Sundance.

The premise of the CTRL is that it follows an ill-treated office worker who discovers that with the aid of Nestea and its "liquid awesomeness," he has the ability to manipulate reality. I can hardly wait. Sounds like a hit. I'm a believer in branded entertainment but a show built around the "liquid awesomeness" of Nestea seems like a lot of brand and very little entertainment. 

In the article they also mention the amazing success NBC had with another branded show called, "Gemini Division". They proudly incorporated five sponsors into the storyline, including Intel, Cisco, Microsoft, Acura, and UPS. I gotta see this. I Googled the title and went right to the website. Unfortunately it was so successful it is no longer available on NBC or Hulu.

As stated I'm a big believer in brand sponsored entertainment. I'm actually betting on it. For it to be successful, the brand must give the consumer something of value (i.e. an enjoyable viewing experience) and in return they create a relationship. Product placement is one thing but entire storylines revolving around a brand feels like one long extended commercial. Commercials work because they are short and transparent. And, work best when they are entertaining. TV shows work because they aren't commercials. And, work best when they are entertaining. This idea of NBC seems like the worst of both.

I'm no network exec but making a product the star of their own sitcom doesn't sound like a successful solution to branded entertainment. It sounds like a last ditch effort to keep the slowly disappearing advertiser interested in the network. Maybe NBC knows best. I'll withhold judgment until the premiere. It could be the awesomest show ever.