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February 13, 2007
More companies try web exclusive content
By Charlie Kondek
Recently, a few promotions have appeared recently in which the content is exclusively online. Here’s one that caught my eye:
A Vancouver real estate company has a series of web-only online films called "Donovan Life". I've been a big fan of this idea ever since BMW made a series of web-exclusive films with big-name directors to promote its vehicles. This was called "The Hire" and starred a then-little-known Clive Owen as a two-fisted driver in a series of slick chase movies. (No longer available at the BMW site, but much of it can be found at YouTube, of course.) "Donovan Life" is about life at a downtown luxury condo project helmed by a "local rising young star," Robert Evan Larry. With this one, even though I'm not personally interested in the subject matter, I like the web exclusivity and its tie-in to Vancouver through Larry.
This is just one example of web-exclusive promotions. As communicators get savvier at developing content for the web, we can expect more of this, and better content. Now if we can only do something about those awkward, sluggish load times...
Posted by Alicia Dorset at February 13, 2007 03:52 PM
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Comments
It's very well done. It's obvious that they are trying to attract young and/or gay buyers. Pretty much the opposite of one of my favorite Canadian shows, Trailer Park Boys.
Posted by: Kai at February 14, 2007 01:16 PM
And a show we both like, RED GREEN!
Posted by: Charlie Kondek at February 14, 2007 02:34 PM
