Integration partnership offers increased reach and authentic integration
SANTA MONICA, CA (November 15, 2016) — Hulu today announced a new brand integration partnership with Coca-Cola, and the critically acclaimed comedy, The Mindy Project, which streams exclusively on Hulu.
As part of the integration partnership, a range of beverages, from Coca-Cola to Dasani, will be integrated across the season, most prominently in the show’s landmark 100thepisode and Season 5 midseason finale, which will be available on Hulu beginning Tuesday, November 15.
“The Mindy Project is a natural fit for The Coca-Cola Company and its portfolio of brands. The authentic relationship between the show’s storyline, Mindy and Coca-Cola provided for a seamless and successful integration,” said Peter Naylor, SVP of Sales at Hulu. “The integration is a shining example of how Hulu and its content creators can help brands successfully reach the viewer beyond a thirty second spot.”
The success of Hulu brand integrations extends beyond reach, driving an average 17% increase in brand awareness in comparison to traditional :30 second spots, and a 15% increase in brand favorability among viewers. Importantly, purchase intent among viewers on Hulu close to doubles after exposure to the integration compared to exposure to just ads alone.
Hulu’s previous partnerships include Lexus and Goose Island IPA with brand integrations into Hulu originals Casual and The Mindy Project.
Hulu is a premium streaming TV destination that offers hundreds of thousands of hours of the best of current season programming, premium original content, films and full seasons of hit series to subscribers with limited commercials for $7.99 per month or commercial free for $11.99 per month. Hulu is the only streaming subscription service that offers current season programming from top U.S. broadcast networks the day after new episodes air, as well as acclaimed Hulu Originals including The Mindy Project, The Path, 11.22.63, Difficult People and the Golden Globe® nominated comedy series, Casual. Since its launch in 2008, Hulu has been at the forefront of entertainment and technology and continues to redefine TV by connecting viewers with the stories they love.
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