In Jordan Huang’s blog entry, Branding: Developing the Perfect Promo, Jordan elaborated on the idea of using the promo as a means of showcasing all the features in which an “iPhone could change what a phone could do for you”.  However, while a promo video is a promising way to share the ‘luxurious, hi-tech, and sexy technology’ of the iPhone, the value of the promo video is not the video itself, but how it is shared online to transform a passive form of visual media into an interactive experience.

I recently came across a new TV series called Fashion Star, a reality program that showcases the clothing of up and coming designers in front of three very well-known retailers, H&M, Macy’s, and Saks.  Buyers from each retailer then have the opportunity to bid on a particular design if it strikes their fancy.  The real clincher, however, is that after each air date, the designer’s clothes are made available both online and in-stores.  Yes, it’s that fast.  And the speed with which the clothing appears in retail seems to strike a cord with consumers. In fact, the retail sales numbers are higher than the show’s own ratings.  To elaborate on Jordan’s idea of the promo, visual media – particularly reality TV – allows consumers to get up close with not only the product, but the designers and retailers.  It provides consumers with a story, and resonates in their minds, thus creating a stronger reason for them to buy.

Passive advertising tactics such as product placement are slowly being replaced by a more active method of imbedding the brand directly into the premise of reality TV.  By engaging consumers in what they watch and making what they see accessible, retailers are finding new ways to improve direct marketing.  In essence, Fashion Star is the lovechild of an infomercial and reality TV, and while it may seem like a very long promotional video for some, I see it as an opportunity to influence consumer decision making and create a stronger brand image.