Super Bowl 2017: Three-Way Trans-Brand Promo
As noted by Stylus in Food Content is King, the popularity of short-form cooking videos has opened up creative opportunities for brand collaboration – most recently in a three-way retail-media initiative involving BuzzFeed, Amazon and Honda, homing in on the annual hype surrounding the Super Bowl.
During the run-up to the Super Bowl (February 5), BuzzFeed’s video recipe channel Tasty partnered with both Amazon and Honda on a campaign designed to make two game-day party recipes easily shoppable.
Under the umbrella title The Upgrade Presented by Honda, both recipes were featured on BuzzFeed.com/Tasty and Tasty’s Facebook, Snapchat and Pinterest channels, where viewers interesting in buying items used could click through to an Amazon microsite. Another click led to an associated shopping list, where consumers could add desired items to a Prime Now cart.
The videos break with the usual overhead-only viewpoint by ending with the cook packing up the dish and placing it in a Honda CR-V – signalling Honda’s sponsorship of the promo (it did not facilitate deliveries). Fulfilment was handled by Prime Now, Amazon’s free two-hour delivery service for household items (available in a growing roster of US metropolitan areas).
The microsite has since transitioned to feature a week-long Valentine’s Day promotion, culminating with the cook taking the dish to a romantic dinner in the videos. See also Retail: Valentine’s Strategies, 2017.
For more on collaborative innovation, see The Streamlined Sell in our Roaming Retail Industry Trend, Shoppable Content: Entertainment, Trans-Industry Collaborations in our Anywhere Retailing Industry Trend and Retail’s Elastic Brands.