Cadbury curates an Amazon Prime playlist of BuzzFeed videos

12/11/2019

Amazon is slowly opening up the advertising opportunities on its Fire TV device and Cadbury is the latest brand to experiment with the fledgeling offering.

Kirstie Holsworth Kirstie Holsworth Marketing and Communications Partner Carat UK
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The chocolate-maker has created a movie playlist of recipe videos created BuzzFeed’s Tasty that will appear on the homepage Amazon Fire TV.

Running as part of its ‘Make it Yours’ campaign, created by Dentsu Aegis Network agencies Carat and The Story Lab, the ‘Movie Night’ content will feature hot chocolate recipe videos as well as an Art of Hot Chocolate video, showcasing a recipe using Cadbury products.

The content was created by Tasty and the in-house creative team at BuzzFeed. It will be featured on Amazon Fire TV devices, Amazon Fire tablets, and IMDb, as well as on Tasty and Cadbury’s social channels.

“This piece of work demonstrates the value of developing deeper, meaningful relationships that bring stakeholders together through engaging content, in a way that counts,” said Sangeetha Mahadevan, creation director at The Story Lab.

“Collaborating with two trusted brands like Amazon and BuzzFeed really matters when reaching people at home during winter evenings; which is key for Cadbury hot chocolate when it comes to winning that night-in occasion.”

Cadbury-owner Mondelez has been working with BuzzFeed’s advertising agency since 2016 when it forged a series of partnerships with media-owners to build a "a first-of-its-kind advertising model” that would produce more apps, games and sponsored content.

BuzzFeed meanwhile has been ramping up it's offering to ad partners. The publisher’s head of data partnerships recently told The Drum that it was among one of the biggest drivers of traffic to Amazon and has worked closely with analytics firm Permutive to better understand the audience it shares with the e-commerce giant in order to package it up as a service to brands.

It comes as Amazon continues to add to the video advertising supply on its Fire TV products after opening it up to brands in July.

Dave Fildes, the company’s director of investor relations, said on an earnings call recently that though it was "still early in this space" it was seeing the benefits from "making it easier for advertisers to manage their campaigns and provide better results.”

This article first appeared on The Drum on 12/11/19.

Kirstie Holsworth Kirstie Holsworth Marketing and Communications Partner Carat UK
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