McDonald’s finds another channel to take its story to the market http://t.co/iAKkCFvv
This must be close to the ultimate branded media project! Â Over the last five years it’s become increasingly obvious that branded media – production funded directly by the “brand” – will be a major funding channel in the future. Instead of renting an audience from an intermediary (TV/Cable channel) they buy them directly by funding the production.
The fast food giant has funded a documentary about itself that will air on prime-time television in a move that blurs the lines between advertising and programming.
In what is understood to be a first for the fast food chain globally, and a rarity for Australian commercial TV, the company has paid an independent production company to make a film it hopes will dispel any lingering myths about the quality and provenance of its food.
That’s an Australian TV network, so I don’t know if it’ll come to the US any time soon.