I posted on my Google+ stream an interesting article on AdAge.com about AT&T partnering with the British TV show “Doctor Who.”

What they’ve come up with is very interesting.

It’s not just another “hybrid commercial” like Bing and other companies have done where the commercial promotes their product and ties in with the show.

AT&T’s commercial actually adds to the plot! It’s a chase sequence starring lead characters Amy Pond (Karen Gillan) and Rory (Arthur Darvill).

The interesting thing is that the commercial is written by “Doctor Who” executive producer Steven Moffat and the episode’s director Richard Senior!

The scene is something that the producers couldn’t have done without AT&T (cost being one reason), so it’s actually a benefit to the show itself.

Do you see what AT&T has done with this one move?

They have stopped people from getting up for a bathroom break – or switching channels – by adding content the fans of “Doctor Who” will want to watch.

They’ll make people think twice about skipping the commercial on their DVRs. AT&T did this by creatively using content marketing.

I think this is a pretty cool idea considering how crowded and noisy the world is with ads nowadays.

2 Quick Lessons For Business Owners:

1. Content marketing is something that you need to use to get attention and build a relationship with your prospects and customers.

When you provide helpful content your prospects will “discover” you, others will promote your content (and indirectly your business) and your prospects and customers will remember you when it’s time for them to buy what you offer. (See “60 Minutes” Creator And An Effective Content Marketing Formula” and my other posts under “Content Marketing” for tips on creating great content.)

2. Think of other businesses (and maybe non-profits) that you can partner with and provide content that supplements what they are doing while subtly promoting your business.

This reminds me of one of Michael Stelzner‘s concept in his book “Launch“. Michael talks about the idea of partnering and amplifying others in your industry as a way to gain greater access and attention in your market. (I’ll post a review about Michael’s great book soon.)

What do you think?

  • Do you have any comments about what AT&T has done (positive or negative)?
  • Do you have any ideas on how businesses can apply this?