One of the best parts of the shows comeback is its marketing efforts. In addition to the standard music videos getting the Pop-Up treatment, the channel has also begun adding a trivia element to certain commercials, and posting them to the show's online site. “Pop-Up Video has been a fan favorite for years,” says Marc McIntire, Senior Vice President of Integrated Marketing for VH1. “Because of that, we knew we’d have to do something new when we brought it back.”
To promote the show, select commercials are getting a layer of pop-up trivia. The first company to jump on board is Fiat with their 500 Ambarth subcompact "seduction" commercial. The spot not only supports the new Fiat 500, but also the new season of Pop-Up Video. The VH1 creative team and the advertiser's creative agency work together to come up with the final product.
"We have a whole new season of Pop-Up Video coming up," McIntire says, "so I'm sure we'll be working with other advertisers."I am excited to see more commercials like this, partly because I love getting the inside scoop behind production, but also because it's an interesting display of dual-promotion. A commercial for a show within a commercial for a product? It's like inception for the advertising world. Wonderful.