ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Brands invest in miniseries to prolong mobile engagement

Long-form video content involving miniseries on YouTube is a rising trend for brands such as Kohl's and Denny's to extend their online and mobile presence.

Brands such as Kohl?s, Mondelez, Denny?s and more are putting forth extra effort to design interactive series across a range of lengths in order to attract younger generations that thrive on smartphone and tablet usage. By incorporating its products into the making of these films, brands are able to further push their content in entertaining ways to drive interaction from consumers. 

?Marketing is transforming into longer forms of content, and brands are really channeling longitudinal efforts,? said John SanGiovanni, co-founder and vice president at Zumobi, Seattle. ?In earlier days, brands focused on solely reaching frequency, but now, the concept of longitude is growing.?

Finding the sweet spot
Snacks maker Mondelez?s recent announcement of a partnership with Google to drive more online video content will additionally work with YouTube?s Brand Partner Program to pilot a new model of content featuring digital stars with Sour Patch Kids.

Its efforts will be low in cost but will feature high-quality elements. The move by Mondelez shows the brand?s dedication to its investment in online video. Globally, the company has committed to shifting 10 percent of its ad budgets to online video in 2014.


The brand trusts video and programmatic buying to drive the promotion of its products. Meanwhile, Google is inspired by the work that brands are creating on YouTube and will help Mondelez also achieve these same goals.

Fashion forward
Department store chain Kohl?s is another brand leveraging mobile video in an attempt to reach a young audience and promote its new junior fashion line called S.o. R.a.d. 

To accompany the fashion line, Kohl?s has teamed with media company AwesomenessTV to launch a four season YouTube series featuring top teen influencers called Life?s S.o. R.a.d. The film series will not only aim to provide a source of entertainment for the target audience but will also showcase details of the line, drawing in Generation Zers and directing them in-store and online to check out the clothing items further.

The first couple of episodes have walked viewers through an introduction of the collaboration between Kohl?s and Awesomeness TV actresses Lia Marie Johnson and Amanda Steele, who will be incorporating their individual styles into the creation of clothing pieces for the collection.


Each episode is expected to socially engage viewers by encouraging use of the hashtag #SoRad on social networks, such as Twitter and Instagram, to hopefully spread the word of the line?s new products. 

Each of the series? seasons will feature a different pair of influencers along with unique storylines.

The initial release of items in the fashion line will range in price from $30-$48 and will feature dresses, sweaters, skirts, knits and leggings, which are all inspired by a number of different genres, such as urban style, Tokyo pop culture and preppy princess looks.

?Mobile video ad units are challenged,? said Gary Schwartz, CEO of Impact Mobile, New York. ?In-stream is a branding quandary interrupting navigation.

?Often no brand values transmitted,? he said. ?Mobile advertisers feel marginalized. Many brands are moving to a hybrid of earned and paid media. 

?Honda ?Hands? campaign and IBM ?Atom Boy? campaign are good examples. Kohl's partnership with DreamWork?s AwesomenessTV and their 52 million online subs gave them a 4 percent conversion on targeted and engaged users. Kohl's "Life's S.o R.a.d." scripted series and S.o R.a.d. clothing line garnered 1.8 million subscribers and 438 million views. This is powerful stuff.?

Animated initiatives
Denny?s is another brand attempting longer form video content. It is partnering with Stoopid Buddy Stoodios, the studio that created Robot Chicken, to create a new animated Web series called The Grand Slams. Series characters are Egg, Pancake, Sausage and Bacon, which are all based on the signature dish The Grand Slam.

The series will launch October 15 and additional episodes will continue to launch periodically through January. 


Denny?s decision to tap into longer form content arose from a desire to connect further with the millennial audience. The restaurant chain wants to extend its presence outside of food service and be active in mobile and social volumes. 

Denny?s placemats will contain QR codes, which can be scanned by restaurant goers to be introduced to the series characters. This content is also available via the Denny?s app.

Experts believe this form of content is the future of all marketing. Meanwhile, mobile serves as a convenient vehicle to host these efforts.

?We?re seeing more and more marketing efforts that tell a story, have a lasting presence and increase overall consumer engagement,? Mr. SanGiovanni said. ?Episodic storytelling allows for brands to continue engagement with their customers and develop deeper relationships with the goal of establishing brand loyalists.? 

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York