We practice what we preach. You may have had the opportunity to read my last post regarding how to create an effective integrated ad campaign. I’d like to share a recent example of how we executed this task in our local market here in San Diego.

Bailey Gardiner has had the opportunity over the last six years to have Del Mar Thoroughbred Club as a client. We recently implemented a social media and online advertising campaign for them. Through this new media opportunity we developed a relationship with another up and coming site here in San Diego called SoundDiego.com. This site is an affiliate of NBCSanDiego.com and provided a unique opportunity to allow us to promote the Del Mar Concert Series through several touch points.

Sound Diego covers local music and provides a unique platform for us to integrate an advertorial broadcast segment into a piece that looks just like content. The video segment was shot at Del Mar and aired first on SoundDiego.com as a sponsored video segment. The video appears as every other video on the blog and all pre-roll was removed.

The following day it was then aired on NBC’s 4 o’clock news as a SoundDiego “in news segment” done on Del Mar, yet actually packaged as a commercial buy.

Why is this important? This video not only aired in broadcast news time and on the SoundDiego blog but has also been embedded on DelMarScene.com (the client’s site) and also used as content for our Social Media campaign with posts on the Facebook page and Twitter account. We were able to touch the audience through multiple points using advertising that actually communicates the client events and brand as content. Advertisers need to think about creative ways to communicate using not only new mediums such as social media but also traditional channels such as television. When you are able to develop content that users want to engage with, you can create effective advertising that has legs across several mediums.

Check out the video on SoundDiego.com