I’ve long liked how the gas pump digital OOH guys have regularly tried to rethink content on their screens – going out and finding content that wasn’t just the old news, sports and weather feeds out there. They’ve tried a bunch of things, and now they’re trying very short form, very IN-YOUR-FACE movie reviews.
Gas Station TV (aka GSTV) has struck a content partnership with something called Six-Second Reviews, with Slim Jim as the exclusive launch sponsor.
Says a news release:
Six-Second Reviews provide audiences with short videos that feature a brief synopsis and a final verdict of ‘I’m in’ or ‘I’m out’ featuring Russ Leatherman, (aka “The Movie Man”) founder of Moviefone and Six-Second Reviews. “Our fast-paced reviews of movies, TV shows and other entertainment is absolutely perfect for the millions of busy on-the-go consumers that GSTV reaches,” said Leatherman.
In partnership with their planning and investment agency, Spark SMG, Slim Jim was the first brand to take advantage of this all-new content segment on GSTV with the review of the movie Ted 2. The complete fifteen-second pod ran the movie review followed by a custom brand integration driving viewers to ‘Slap into a Slim Jim’.
“Six-Second Reviews is a truly unique segment from GSTV that speaks to the essence of the Slim Jim brand,” said Heather Dumford, Global Marketing Director, Media at ConAgra Foods, Inc. “It’s quick, appealing and something people want again and again.”
“Adding Six-Second Reviews is another example of how GSTV keeps innovating to deliver our viewers the best experience at the pump,” said David Leider, GSTV President and CEO. “The integration with Slim Jim shows how GSTV works with our advertising partners in different ways to deliver exceptional value.”
The review video and spot are kinda sorta appalling as opposed to appealing, but I’ll readily acknowledge I’m not the target audience.
Hat tip for trying new stuff.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.