CTC Media and PepsiCo have come up with to combine television and the Internet - Bulletin

TV companies began to offer advertisers promote not only the air but also on the network. To do this, they create specific content that works in several media

CTC Network and food manufacturer PepsiCo in the spring of this year, held a joint project « True Love”: the channel used for it a love story, shot by people from all over the country; short versions of movies coming out STS in the air, and the full were placed on a special website, social networks and forums. Sponsor of the project was the juice « Favorite» ( is available PepsiCo), splash with this brand showed at the beginning of each video. This, according to the parties, the first transmedia campaign in Russia.

Advertisers often campaigned both online and on TV, but use them for standard TV commercials, says the general producer of CTC Media, Vyacheslav Murugov. The principal difference between the project « True Love” that a specific brand was created a whole line of content, and intended for broadcast and for online. So far in Russia under the advertiser’s content is done within the framework of special projects – or to the Internet, either for TV, but never for more media at once, says Murugov.

This approach allows broadcasters to combine pretty cheap custom video and sponsorship budgets, he says. Advertisers also this combination is quite beneficial because the content created by the audience, attracted more attention than traditional commercials.

As a result, the overall scope of the project « True Love” reached 52.7 million people, of which 30 million watched clips from « Favourite” on the air CTC and the rest saw them on the project site, in the forums and in social networks.

The financial side of the project

sides « Sheets” refused to discuss. Rate the cost of one of the experts did not come from.

« We are very pleased with the results of the project – said a senior brand manager ” Favorite “Tatiana Kruglov. – With a relatively small cost for the sponsorship we have received wide coverage, and the strength of the brand has grown in all respects. ” The response of the Internet audience on « True Love” was several times higher than the average of similar projects in Russia, adds Kruglov .

staff of two major advertising groups have confirmed that « True Love” – ??the first project of its kind in Russia. « We are trying to convince customers to the effectiveness of such campaigns, but advertisers are still quite conservative, most of them have projects in the network and the promotion of the air handled by different people,” – said the representative of one of the advertising agencies.

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