Jaguar for Content

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Jaguar is one of the first brands that goes for content-advertising. Instead of “buying” of audience attention Jaguar now creates content that spreads itself. That’s the move from interruption marketing to engagement marketing. The Brooklyn Brothers produced this short film for viral distribution. The result is a short adventure of 15 minutes around the Jaguar F-TYPE. The producers worked with a completely different spending of budget: 20-30% goes to purchased media (broadcasting time and other paid exposure) and the rest 70-80% for the creation of content that reaches viewers by ‘earned media’. Welcome in the completely new marketing world.

  1. Pierre Maas op 14/05/2013