New branding reality: Off-TV platforms

For NBC's newest reality show "Meet Mister Mom," all four of the show's primary sponsors not only are integrated into the program and running numerous spots throughout the six-episode series, but they also all have launched marketing and promotional campaigns around their involvement in the show.

"Mister Mom" is the latest example of how for many blue-chip advertisers, the integration of products into program content no longer is enough. More and more brands are setting their sights on a loftier goal: building a marketing platform around a brand integration to take full advantage of the equity of the show.

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