Just weeks after pitching advertisers on the “Super Spot,” a new initiative that lets media buyers purchase inventory on the linear network and online at one negotiation point, ABC Family is going live with its first execution of the silo-busting concept.
In advance of the June 2 release of The Sims 3, game maker Electronic Arts has inked a deal with ABC Family that includes a two-minute game trailer, a 30-second spot featuring characters from the series Greek and a 30-second integrated tune-in. As part of the Super Spot buy, the first custom spot will debut on tonight’s installment of Greek. Wieden+Kennedy handled the buy for EA.
The Sims 3 spot opens on Zeta Beta Zeta pledge Rebecca (Dilshad Vadsaria) as she attempts to get Ashleigh (Amber Stevens) to power down her laptop and come to a party. “I know you love your new Sims 3, but why don’t you spend some time with some three-dimensional people?” Rebecca asks.
Before long, she too is drawn into the simulated reality of the game, which, in this particular incarnation, is populated by makeout bandits like Stefano and Jessica, “an ambitious klepto with commitment issues.”
In addition to the Greek-centric spot and the Sims 3 trailer, a tagged on-air :30 drives viewers to ABCFamily.com’s full-episode video player, which will be sponsored by EA through mid-July. Short-form spots will also serve as pre-roll.
A seamless TV/online buy has been long in coming, said Laura Nathanson, executive vp, ad sales, ABC Family. “When we first started selling our player, the TV and digital buyers expressed frustration that the process was more complicated than it had to be,” Nathanson explained. “We had to get past the notion that there was something materially different about digital. It’s still TV, it’s just coming from a different angle.”
Continue to next page →