Creating long-form content in the era of the shrinking attention span may seem counterintuitive, but native programming that aligns with audience interests can make sense for brands whose consumers don't see traditional TV ads. In its first foray into long-form content, Honda's luxury brand Acura has partnered with Amazon Media Group on a documentary called This Is What We Make. The film explores entrepreneurship and the process of taking a product from concept to market – something we explore in detail in Unlocking Internal Innovation, from our Work/Life Revolution Macro Trend.
The collaboration is part of Amazon's Launchpad programme, which helps entrepreneurs launch and distribute their products to Amazon customers – a concept that taps into the same brands-as-incubators trend we saw with BuzzFeed's new Launch initiative (see BuzzFeed Offers Marketing for New Start-Ups).
For Acura, the aim is to convey its "entrepreneurial, challenger" qualities, with the brand itself present in the documentary via appearances from general manager Jon Ikeda. The film is available on Amazon's Prime Video service, through the Amazon Video Direct self-publishing service. Co-branded media promoting the film drives viewers to a custom landing page on Amazon.
As discussed in Capturing Cord-Cutters, consumer untethering from TV schedules and migration to platforms like Amazon Prime and Netflix is opening up opportunities for well-made and subtly branded marketer content in the video stream. We explore this concept of "brand as studio" in our upcoming Look Ahead 2018 report.