For The Weather Channel's Brand Integrations, the Sky's the Limit

quotThey did this Cinco de Mayo integration with Ambhar Tequila that blew my mindquot Hermes says Instead of simply having bottles of Ambhar on set the producers crafted a fourminute segment that included an interview with the Ambhar CEO about how weather events affect the growth and taste of the agave plant which serves as the fermenting base for tequila If it39s too hot or if the rainy season is too heavy that impacts the taste of the tequilaThat39s how Hermes knew this was the right place for him quotThis place knows integrations can39t be driven by money or salesquot Hermes says quotThey need to be driven by the productionquotHermes learned the secret to successful brand integration long ago on the set of Martha Stewart39s talk show This was in 2007 at the very beginning of the current cycle of the brand integration craze quotI was brought in to do ad sales and we sold it out during the Upfrontquot he says So looking for something else to do on set he noticed all the highprofile brands that were getting a bump from simply being displayed and went to the producers to identify integrations as a way to monetize the placements By removing the usual ad saleseditorial firewall and by nurturing relationships with the producers and making them stakeholders in the process Hermes made it attractive for brands to work with the showOne of the first things he did when he got to The Weather Channel was to chat with the head of content and share his belief that content producers are artists and that they drive conversations about integrations quotThey really got itquot he saysBecause Hermes makes strong connections with producers they become the economic engine for their own shows often providing ideas for integrations themselves quotI39m a connectorquot he says quotThe marketplace has direct access to my producersquotNot just producers but producers of the most trusted news brand for over a decade Just about 1 in every 4 Americans will tune into storm coverage on The Weather Channel and plenty join the morning daily to see the forecast quotIf you39re a generator company or a tire company or even an umbrella company every single viewer is a potential customerquot Hermes saysThe Weather Channel has already completed a fascinating adventure series with Jeep taking a Jeep Gladiator from Big Sur to Sedona to Pikes Peak The production captured the current trend for outdoor travel and was completed in one week quotBeing nimble and fast is something the network excels at we are used to filming in the most difficult circumstances something that is normally a challenge for most networksquotCurrently The Weather Channel is featuring a partnership with Lands39 End quotAs the official outwear partner every meteorologist in the field is wearing bright blue jackets and polos depending on the event they39re reporting on with both The Weather Channel logo and the Lands39 End logo prominently featuredquot Hermes sharesThe Weather Channel has invested heavily in incredible new tech like Immersive Mixed Reality IMR that allows its meteorologists to show viewers at home what conditions are like outside without risking their own safety Using IMR they can show you what various levels of storm surge will do to your car if you leave it parked on the street during a storm or share a storm view from a 360amp7484 view This tech makes Hermes practically giddyWhat would Hermes like to see next for branded integrationsquotWell first is our new IMR studio and attaching a technology partner The set innovation screams for a tech partner integration even down to the grey disk anchoring our meteorologists into the virtual space quot The disc is blank right now but Hermes wants to see it branded and is actively courting several brandsThere39s a travel show in the works that Hermes sees as ripe for integration Unlike many other productions The Weather Channel had many of its longform series for 2020 and 2021 filmed prior to the pandemic and its live content continued its 247 march during COVID19And Hermes would also like to see The Weather Channel brand stretch itselfamp8212tires for example quotWhen you walk into a tire store you39ve got a wall of black tires that you39re somehow supposed to choose fromquot he says quotBut then you see it the blue Weather Channel logo on one of the sets Aren39t you going to choose that onequotWhile there will be no shortage of massive storms for The Weather Channel meteorologists to cover there are opportunities for brands that prefer to avoid storm coverage seeking more lifestyle content Hermes suggests integrations as simple as a sponsored morning forecast can move the needle for many food coffee and wellness brands quotThe weather isn39t always badquot Hermes says quotPeople are just as interested in green lawns and sunny days as they are in whether they need to evacuatequot And with everyone tuned into weather all the time the potential for quality branded content is thereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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For The Weather Channel's Brand Integrations, the Sky's the Limit

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Oriana Schwindt

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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For The Weather Channel's Brand Integrations, the Sky's the Limit

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