The people who help Conan O’Brien make a splash on Facebook and Twitter are now being tapped to do the same for Madison Avenue.
Time Warner’s Turner unit, which broadcasts “Conan” on TBS, said the producers who help spread content related to the program online will be available to do similar things for advertisers. The group “will now apply their talent and skills to collaborating with brands to deliver exactly the kind of social-first content they need to reach a connected, millennial-rich audience,” the company said Wednesday.
Many of TV’s famous late-night faces do their fair share for the advertisers that back them. O’Brien has tested new camera angles with help from AT&T. NBC’s Jimmy Fallon has showcased kids’ science experiments while promoting General Electric. ABC’s Jimmy Kimmel has developed a yen for doing “live” commercials on the set of his program. And CBS’ James Corden holds forth from a stage that featured a bar filled with potables from Anheuser Busch InBev. Turner’s offer puts a new spin on the dynamic by offering to help advertisers craft better pitches for digtal and social venues.
TBS continues to sell advertiser appearances in the “Conan” program itself, but the new offer is meant to focus “on content specifically created for social and digital media and optimized for such key platforms such as Facebook, Twitter, YouTube, Instagram, Snapchat and more,” the company said.
The effort will be led by Jeff Ross, executive producer of “Conan,” and Steve Beslow, general manager of Team Coco Digital. They will work with Turner’s ad sales and content partnership teams.