Aug 24, 2009
New Balance ‘Season in the Balance’
Branded content such as Season in the Balance fits with my idea of infotainment. This online reality show followed the progress of a struggling high school lacrosse team in the US over the course of a season. Supported by a dedicated website, local PR and You Tube, the show attracted 1.4 million video views within rich media banners and pre-toll units and got more people buying lacrosse gear, so New Balance is reportedly very happy. (Speaking of You Tube, I wonder how long it can continue as a free TV station to the world if it’s losing US$500 million a year.)
