Aug 24, 2009 0
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.)
