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Following up on this successful outcome, Inter-Media was able to create more
revenue by giving the fictional music band a second life through producing
additional songs and organising a live music concerts featuring the series’ actors of
the
Gamouvali
band.
In addition, Inter-Media gained considerable brand loyalty with the same client
requesting a similar campaign for other in-house products, such as ice tea and soda
water. Through this special and innovative format of brand integration, Inter-Media
managed to convert a new client into a returning one and achieved one of their
greatest success stories of 2014.
Why does this matter to egta members?
This creative way of reaching both television and online audiences illustrates that, even in a developing television and digital media
market such as Georgia, both sales houses and advertisers can benefit from the opportunities which are offered by digitisation,
such as online video platforms. Given that audiences are willing to search for the videos themselves and accept indirect advertising,
it is clear that the shift to digital has the ability to offer sales houses and advertisers opportunities to benefit further from second
screen engagement
Please click on the links below to access the relevant documents:
»
Video clip of the band (please click
here
)
» Facebook page (please click
here
)
Background info