×
You will be redirected back to your article in seconds

Bose and ‘Arrow:’ Sound Company Helps the CW Launch Superhero Spinoff ‘Blood Rush’

Digital platforms giving brands new ways to court audiences while giving writers ways to flex creative muscles

Bose, the maker of high-end electronics devices like sound-cancelling headphones and speaker systems, is going after a younger audience by pairing up with the CW’s “Arrow.”

Together with the network and the show’s producers, Bose is behind “Blood Rush,” a spinoff of the series that stars Stephen Amell as the bow-wielding DC Comics hero Green Arrow.

While Amell doesn’t appear in the first installment of the program, which bowed during the TV series’ Nov. 6 episode, it does feature characters played by Emily Bett Rickards and Colton Haynes.

Bose is using “Blood Rush” to promote its Bose QC 20 ear buds and SoundLink Mini speakers — more inexpensive offerings from the company that has products aimed at a more mature buyer. The product placement is pretty blatant, with extreme closeups, but it’s not as if the viewer wasn’t warned: The episode is prominently “presented by Bose.”

The CW has yet to reveal just how many episodes of “Blood Rush” it plans to produce, but the series is clearly shot on location in Vancouver, reducing costs.

Should they find an audience, projects like “Blood Rush” could prove a boon for networks: Networks can keep advertisers happy with new opportunities to promote their products, while writers can flex their creative muscles by telling new stories with characters and the actors that play them fans like to follow.

The CW is airing “Blood Rush” on a microsite and on YouTube. Both the network and DC Comics are promoting the project on their respective social media pages.

This type of branded entertainment isn’t an entirely new concept. The CW has been one of the more active networks in coming up with innovative ways to integrate advertisers in its shows on air and online — especially with Kia and “Nikita” and Verizon Wireless and “Gossip Girl.”

During a week when Marvel announced that it will produce four new TV shows for Netflix that feature its superheroes, digital platforms have clearly become the next format comicbook publishers will use to launch original projects intended to keep audiences engrossed in their franchises distributed through more traditional outlets.

SEE ALSO: Why Disney Chose to Put Marvel’s New TV Shows on Netflix

Hollywood is quickly learning that in order to reach a younger consumer, digital can no longer be treated as a side business. And “Blood Rush” signals that marketers are willing to shell out considerable coin to support new ways to connect with fans as well.

More Digital

  • Nancy Pelosi

    Facebook on Defensive Over Fake Pelosi Video

    Facebook faced growing criticism this week over its decision not to remove a video that was doctored to suggest that House Speaker Nancy Pelosi was intoxicated during a recent public event. The video, which has been viewed more than 2.5 million times, had been slowed down notably, giving the impression that Pelosi was slurring her [...]

  • Little-Black-Mirror-Maia-Mitchell

    Netflix Launching 'Little Black Mirror' Video Series Starring Maia Mitchell, Lele Pons, Rudy Mancuso, Juanpa Zurita and More

    To promote next month’s premiere of “Black Mirror” season 5, Netflix is launching a short video series — “Little Black Mirror,” with a cast that includes an ensemble of Latinx social-media stars. The three “mini-stories,” aimed at Spanish-speaking audiences, are inspired by the tech-dystopian universe of Charlie Brooker and Annabel Jones’ anthology series. “Little Black [...]

  • Twitter

    Twitter Permanently Bans Anti-Trump Krassenstein Brothers, Who Deny They Broke Platform's Rules

    Twitter permanently suspended the accounts of Ed and Brian Krassenstein — progressive political activists famous for trolling Donald Trump and his supporters — with the company alleging the brothers used bogus accounts to amplify their reach on the platform. “The Twitter Rules apply to everyone,” a Twitter rep said in a statement. “Operating multiple fake [...]

  • Snapchat

    Snap in Talks to License Music to Let Snapchat Users Embed Songs in Posts

    Snap wants to up Snapchat’s music game. The company has been in negotiations with music companies including the big three — Sony Music Entertainment, Universal Music Group and Warner Music Group — to license song catalogs for the Snapchat app, according to two industry sources familiar with the talks, confirming a Wall Street Journal report. [...]

  • T-mobile - Netflix - John Legere

    T-Mobile Passes Netflix Price Hike Through to Subscribers

    T-Mobile is getting ready to raise prices for subscribers who have taken advantage of its “Netflix On Us” promotion: The mobile carrier will begin charging existing customers who have participated in the promotion an additional $2 per month to account for Netflix’s recent price increase. Consumers will see their bill go up starting on 6/2. [...]

  • Oona King

    Snap Hires Google Exec Oona King as First VP of Diversity and Inclusion

    Snap continues to fill out the ranks of its revamped leadership team: The Snapchat parent tapped Oona King, most recently Google’s director of diversity strategy and a former member of British Parliament with the Labour Party, as its first VP of diversity and inclusion. King, who starts at Snap on June 11, is also the [...]

More From Our Brands

Access exclusive content