This sounds very cool. When MTV’s Video Music Awards goes to breaks, it will somehow transition to teens in a bedroom watching and interacting with the show live. It’s part of an integrated advertising deal with J.C. Penney. “We are looking to blur the edges between advertising and show content,” said J.C. Penney VP Michael Cape. “By making viewers feel more integrated into our advertisements, we are able to achieve a deeper emotional connection with our key audience.
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