Cross-platform branding: Does it garner a new audience?

Cross-platform branding is a key component to thoroughly reaching a target audience.

Today, many forms of media are connected through cross-platform branding. The goal in doing so is to reach the target audience in as many avenues as possible to be effective. According to MediaPost, the TV program “Hot in Cleveland” and the print magazine Woman’s Day have just formed a unique branding initiative.

One of the characters “Melanie Moretti” from the TV Land comedy will have several episodes in which she will be a columnist for Woman’s Day. Valerie Bertinelli, who plays the character, will be writing actual articles in the July, August and September issues. Bertinelli will be writing as the character “Moretti.”

Both the show and the magazine will promote this on TV Land, in the magazine and online which will include a social media component. In theory, this promotion will help both products in establishing their brand and potentially widen their audience.

Cross-platform branding is a key component to thoroughly reaching a target audience. Some out-of-the-box thinking can help solidify the campaign with a fresh take to traditional advertising. The audience will be exposed to branding without it appearing like the traditional ad.

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