Hasta La Creative!

LA Times takes the phrase “integrated marketing” to a new place with a piece on content’s role in creating compelling advertainment.

Younger viewers are “less married to traditional long form shows and, as a result, more receptive to different forms of content as long as the content is engaging and entertaining,” John Shea, executive vice president for integrated marketing at MTV said. “Overall, the audience is very savvy and understands that sometimes ‘content’ is working hard for a brand or product.”

Appropriately, it is MTV, the pioneer in blurring the lines between advertising and content, where many of these new initiatives are being undertaken.

One of the examples the story points to is “How She Move,” an urban dance movie that opened Friday. The film was woven into MTV reality series, “Super Sweet 16.” The choreographer of “How She Move” interacted with the girls planning a Sweet 16 party, helping them master dance moves from the film so they could wow their friends on the big night.

A parallel promotion for mobile phones and other wireless devices featured briefer videos with simplified dance lessons.