Kraft has tapped into the online entertainment market through a new site called WhoHiredBob.com.
It’s development spawns from a marketing innovation fund that Kraft instituted to experiment with different forms of marketing.
This site, created by Ogilvy in partnership with writer-producer Jim Biederman, features 6 minute comedy web-isodes set in an office.
The central character Bob is obsessed with his Tassimo machine – which is also the product the site is promoting.
“Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group. “Purely interruptive marketing simply cannot accomplish that….
He said each episode has a “Tassimo moment,” a sort of wink to the camera acknowledging to the audience that the webisodes are a marketing tool. “We’re not going to pretend this isn’t marketing, but we’re going to have some fun with it along the way, and that’s really the spirit of how we handled the integration.”
SRC: Hollywood Reporter
There us a user generated content competition component whereby users can submit their own bob-like story.
The winners story will then be produced into a webisode…
(Nothing like free consumer generated content ideas!)