Tuesday, April 21, 2009

Dove and CW present the Cwingers!

After pod-busting, we have another innovative TV advertising format, the "Cwingers". As the name suggests, this format swings from TV to Internet and will be broadcasted by the popular US network CW, owned jointly by CBS and Time Warner.

April 27, 2009 is the D-day when CW will unleash this new format on its young viewers. Studies suggest that viewers, aged between 18-34 are constantly switching between various media. More often than not we are hooked on the net and our mobile devices while we watch TV. Can't say I disagree as am guilty of all three right now. CW and Dove have decided to share the cost of producing formats which allow them to follow our zig-zag pattern of media consumption.

According to Advertising Age, "Unilever's Dove, which is getting set to release a new product, Go Fresh Burst Body Wash, aimed at women in their 20s, will sponsor video vignettes about four real 20-something women who once lived lives similar to the characters in the popular drama about wealthy Manhattan private-school kids whose adventures often border on the decadent. The first part of a vignette will air during "Gossip Girl," and then viewers will be directed to watch the rest of it online."

We all watch our favorite shows online at our own time and pace with minimum commercials. This cannibalizes the viewership ratings of the actual TV show. Last year, in a desperate bid to make us watch live TV, CW stopped streaming "Gossip Girl" videos on their website for five consecutive episodes and even had a live TV contest. "CW ran "watch and win" contests that allowed viewers to enter to win a "Gossip Girl" party if they found the program's signature "XOXO" in a scene and reported its location within 36 hours of the episode's on-air debut. More than 100,000 viewers logged on to cwtv.com to enter, and more than 50,000 people entered via mobile. - TV Week.

If the above numbers are any indication, Cwinger ads will be a huge hit. Talks are on for other shows like "90210" to follow suit. And of course, if the viewer profile matches, it won't be long before we see cross-promotions. Instead of forcing people like us to watch more of live TV, CW is trying to find a multi-media solution for the multi-tasking generation. Come next Monday, and am ready to zip!

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