Cablefax The Magazine - July 2022 - 50

SPONSORED CONTENT
Inside the Black Box
The words " sponsored content " can evoke images of advertising fluff,
but Crackle Plus' partnership with Publicis Media and its APX Content
Ventures for The General Insurance was anything but. The team
put together a high-quality program produced by Landmark Studio
Group, a division of Chicken Soup for the Soul Entertainment, that
is a natural extension of the deep experience and relationships the
Crackle Plus advertising team has built over the years. The 10-episode
artist-of-color interview series " Inside the Black Box " had Emmy
and NAACP Image Awards winner Joe Morton ( " Scandal, " " Terminator
2 " ) and celebrity acting coach/casting director Tracey Moore hosting and interacting with
celebrity guests such as Phylicia Rashad and Raven-Symone. This effort was brokered through
APX Content Ventures-a next-generation unit within Publicis Media that invests in quality
and mission-driven programming and seeks to find, fund and elevate partners and properties
that amplify diverse voices, empower women and build community, connection and trust.
The series was sponsored by The General, giving the brand unique placement across various
layers of the programming-including pre-roll ads, QR code integrations, brand integration
within the content and " The General Audience " branded theater section featured in the show.
The Crackle PR and Marketing teams also orchestrated a highly coordinated PR and marketing
campaign that resulted in featured articles in AdWeek, Essence, Ebony and the " Tamron Hall
Show, " just to name a few. Interview and PR requests continued to come in even after the
series had been out for a month.
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HGTV and Lowe's
Build it Forward
Longtime partners HGTV and Lowe's teamed
for five-part series " Build it Forward, " which
amplified Lowe's initiative to complete 100
impact projects in communities across the
country in recognition of the company's centennial year. It had the
top-notch feel of all HGTV programming, with Matt Blashaw and
Taniya Nayak hosting the series, which surprised local heroes who
were part of the special impact projects with the home renovation
of their dreams. Additionally, HGTV produced a five-episode companion
mid-form series, " Build it Forward: Making Good, " showcasing
the work Lowe's completed at the five impact projects.
HISTORY +
Wounded Warrior
Project: Mission to
Honor
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July 2022
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This lovely partnership paid tribute to Wounded
Warrior Project members and veterans. The 20- and 30-second
profile pieces appropriately aired during HISTORY's Veterans Day
premieres. Extended 60-second versions of the profiles were shared
across HISTORY's Facebook, Twitter and Instagram handles. It also
marked the first time HISTORY amplified such a project via podcast,
with sponsored host reads with tune-ins in the " HISTORY This
Week " podcast episode in honor of Veterans Day. The on-air custom
creative was seen by nearly 7 million people.
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Cablefax The Magazine - July 2022

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