Three Minds On Digital Marketing @ Organic

A few days ago I was flipping through the channels when I came across what I thought to be a documentary on VH1 Classic, the Rock Band Band Story.
 
Little did I know it was a mockumentary and branded entertainment piece for the Rock Band video game being released by MTV Games and EA.
 
The gist of the branded entertainment piece was a faux Behind the Music and music video hosted by former MTV News editor-in-chief, Kurt Loder.  Loaded with cameo interviews with multiple past and modern artists, the mockumentary focused on how the fictitious band broke it big while playing on plastic instruments.   Running in connection with the program were commercials and “crawls” promoting the release of the game.

Maybe not the most unique branded entertainment idea it still brought home the brand message of the game, and probably will drive people to investigate online and eventually purchase the game.
 
It supports what we see the future bringing, more entertainment content and programming that blurs the line between advertising and product.
 
Chris Chavkin