Speed Channel, Toyota Team For Show With Branded Content
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Speed Channel, Toyota Teaming
Up For “Two Roads To Baja” |
Toyota and Speed Channel will “join forces for an unusual program” — an hour-long
special called “Two Roads to Baja” –- that follows two teams that competed in
the Baja 1000 off-road endurance race in November driving Toyota FJ Cruisers,
according to Stuart Elliott of the N.Y. TIMES. The show debuts at 8:00pm ET Saturday
and “plans call for four repeats in the next three weeks.” Although Toyota’s agency,
Saatchi & Saatchi, “worked on making the show, along with @Radical.media, it was
produced like an entertainment program rather than an ad or infomercial.” The
show will “carry commercials, but none for the FJ Cruiser.” Toyota has “no plans
to run TV commercials anywhere for FJ Cruiser because of a belief that the target
audience — primarily men from 25 to 49 — is more effectively reached
through nontraditional marketing efforts like branded entertainment.” Speed Channel
VP Bobby Akin said that “Two Roads to Baja” is the net’s first show “with this
kind of advertiser involvement.” Akin: “We don’t have anything else like this
in the works right now” (N.Y.
TIMES, 1/12).
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