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Bravo - #SelfieEsteem

Posted by never.no on Aug 31, 2016 11:06:01 AM
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Client: Bravo

Project: Odd Mom Out/Invisalign Campaign


selfie-esteem.pngnever.no is proud that Bravo used STORY-VR to create socially-enhanced promos for broadcast as one of the touch points in their innovative Odd Mom Out Invisalign integration.

Broadcasting and Cable reports:
“Align Technology, the makers of Invisalign, will be running ads on Bravo and other NBCU lifestyle networks, and viewers will be urged to participate in a social media campaign—hashtag #SelfieEsteem”.

"Laura Molen, executive VP, lifestyle advertising sales group at NBCU, says the campaign puts together Kargman's unique yet relatable brand of comedy organically with a product designed to build confidence and self-esteem in women."

"In the show Kargman plays Jill Weber, a version of herself who tries to coexist with the aggressive, affluent moms where she lives on Manhattan’s exclusive Upper East Side. Weber is encouraged to get the Invisalign treatment to straighten her teeth by her mother, played by Blythe Danner. The product is featured in four episodes. Some are passive placements while in others Kargman interacts with the product."

"Viewers will also be asked to submit photos or videos that highlight their self confidence in a social program using the #SelfieEsteem hashtag. Select photos will be included in on-air spots during the show and all of the pictures and videos submitted will be available online at Bravotv.com."

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To produce the on-air spots each week Bravo staff used STORY to moderate the images that were posted to social media with #SelfieEsteem. After approval, the social team used STORY’s Video Rendering (VR) module to create new ad spots, enhanced with fresh social content. Spots were then rendered in the cloud and delivered for playout without any software installation or interruption in the broadcast chain.

The final ad spot below premiered August 15th in the last episode of the Odd Mom Out Invisalign story.