Emerging Media

Who Paid Who? September 17, 2008

Last night on the Colbert Report

Stephen Colbert announced that his band, Stephen and the Colbert’s, have released the hit song “Charlene.”  And yes, there is a music video!  Although a ridiculous rendition, he nonetheless received approval from his rippling audience.

Why is this relevant to emerging media in IMC?

Because Stephen and the Colbert’s “Charlene” is now available on Rock Band 2 for players and music enthusiasts to belt out themselves.  Talk about in-game advertising!  The song can also be downloaded for free over the Playstation Network and Xbox Live.

This is a great example of how branding enters the world of interactive entertainment.   It is usually the advertising brand or product that spends a large amount of money for in-game placement, however in this case, I wonder who paid who for brand exposure.

Colbert Nation

Colbert has a very large and loyal audience – one that reached 1,297,000 in January.  Colbert’s powerful influence on his followers led to the Wikipedia content-altering crisis in 2006, the declaration of winning the Hungarian bridge naming contest (with over 17 million votes), the # 1 NY Times best selling book, and almost to Colbert running in the 2008 Presidential Campaign (except the executive council in the S.C. Dem. Party voted to keep his name off the ballot).   Indeed, his viewers are influential and actively engaged.

Who’s Advertising?

Since both Colbert and Rock Band 2 have similar target demographics, adding this hilarious Stephen Colbert avatar in Rock Band 2 game would surely have the Colbert nation running to check it out after the announcement.  One would think this is a very strategic move from Rock Band 2.

However, MTV executive Van Toffler stated “As opposed to us being the aggressor, a lot of the classic bands and the biggest bands in modern music history are approaching us now to be in the game.”

Would Stephen Colbert really need to pay for more exposure?  And would a music video actually compel Rock Band 2 players unfamiliar with Republican blowhard to tune into the Colbert Report?  Or was it in fact a marketing plan developed by Rock Band 2?

I’m not sure who paid who.

Perhaps it was a mutual partnership.  But with the chance to reach out to the die hard fans that make Colbert Nation, it seems to me that Rock Band 2 is getting the better end of the deal.