Following on from my last post of 2008, I came across this article on Brand Republic.
In what must have been a bewilderingly complicated (and of course, expensive) deal, NBC, Pepsi, Dreamworks and Intel have teamed up to screen a variety of 3D content around the Superbowl - an ad' for Pepsi's SoBe Life brand, a 90' trailer for Monsters vs. Aliens and following the game, an specially produced episode of NBC's 'Chuck'.
125 million pairs of the Intel 3D lasses are being distributed at point of sale by Pepsi, as well as via a toll free number.
This comes off the back of the deal that Dreamworks and Intel announced last year to use InTru 3D technology for all future productions.
What I think is particularly interesting here is the involvement of NBC and their programming. It would have been all to easy to focus solely on the commercial break, but the inclusion of the show that follows means viewers have an altogether more compelling reason to pop along to their nearest Wall Mart to grab the glasses.
It would be great to see these kind of enormous, ground breaking partnerships get off the ground in the UK, but I fear that without the carrot of an audience of just shy of 100million, the benefit will never be able to justify the investment?
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