It might just be the biggest strategy question on brands and agency’s minds — branded entertainment or full fledged content studio? Marriott, Red Bull, Lexus and Pepsi all stand on one side of the fence. Countless other brands stand on the other. Jerky brand Oberto has slowly been making a play to suss out its own direction on the divergent path.
Earlier this year the brand debuted a series “Gronk & Sherm Talk about Stuff While Eating Jerky,” marking their first foray into original series production. The series was a micro-short-form series with Rob Gronkowski and Richard Sherman riffing on mindless topics, like a Chinese vase (you can watch it below). The episodes grabbed upwards of a couple hundred thousand views, many of which appear to be paid vs. organic. (This is an assumption based on the ratio of likes / comments to overall views, which usually serves as an indicator for paid strategy).
Both series were produced by Court Crandall at Positivity, Oberto’s creative agency.
“Nitro Circus has become the most recognizable and respected name in the action sports world, as evidenced by their incredibly passionate and loyal fan base,” said David Lakey, SVP of Marketing at Oberto Brands. “With the launch of ‘World’s First,’ we’re excited to bring the fans a unique series that will deliver never-before-seen performances from some of the greatest action sports athletes in the world that truly embody what we stand here for at Oberto.”
For Oberto, this may be a test in lifestyle marketing strategy, or it could turn out to be the starts of a Red Bull-like media strategy that moves the brand towards becoming a publisher and a content producer.