So, what is integrated marketing communications? It’s essentially about making sure that you deliver a cohesive and consistent message to your audience.
“The Office” is one of my favorite tv shows. It’s sweet, it’s funny, it makes me uncomfortable at times… Whether or not you like the show, I have to call to your attention the seamless marketing strategy employed by the show’s creators. They’ve done a great job getting fans of the show to visit their Web site.
- When Jan decided to make her own candles and sell them, “Serenity by Jan” candles showed up on the Web site.
- When Dunder Mifflin launched it’s Web site, viewers could log onto “The Office” Web site to “get hired” and participate in various assignments.
- When Angela and Andy got engaged, a new section of the Web site appeared so that viewers could follow their wedding plans.
- After a “fun run” benefiting rabies awareness, apparel featured in the show popped up on the Web site.
These are just a few examples of the integration between show and Web site. I’m sure “The Office” isn’t the first to do this, but this is the first time I’ve become hyper-aware of it. Every episode brings a new product or feature to the Web site. Short messages appear after each episode to encourage viewers to visit the Web site.
In addition, fans can read up on Dwight, Creed or Meredith’s blogs, participate in online polls, visit the site from their mobile device, receive text alerts about the show on their cell phone, receive a monthly newsletter, check out video clips and episode recaps, watch “Webisdoes” and interviews, or play games.
Aside from products featured on “The Office” Web site, the site offers so much more-it’s not only fun; it’s engaging, informative, and germane to fans of the show. The site is a prime example of what integrated marketing communications is all about.
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Currently listening to: “Falling Out of Reach” by Guillemots (Red, 2008)
