Diet Coke Supports Team Coco with Show Zero

Diet Coke Supports Team Coco with Show ZeroDiet Coke has teamed up with Conan O’Brien to create the buzz around and give viewers a bit of a preview of his new show set to air on TBS November 8, 2010. Show Zero, a promotional teaser, according to Ad Age will feature Conan O’Brien, celebrity guests as well as a live commercial from Diet Coke. The show will be streamed on TeamCoco.com, YouTube and Facebook Monday, November 1, 2010 at 11:00pm eastern/8:00pm pacific. This triple cast is not new to any of Conan’s faithfuls as according to teamcoco.com, this is just another internet special.

Diet Coke Rallies Behind Team Coco

The outpouring of support that came with the departure of Conan O’Brien from late night television was quite remarkable. Fans were throwing their support behind Conan on Twitter, Facebook and TeamCoco.com and O’Brien has not disappointed. He has continued to reach out to his fans through his triple casts (streaming on his website, YouTube and Facebook), his tweets and Facebook fan page to promote the new show. Diet Coke, while not being named as an advertiser of the new show, is rallying behind Conan with the creation of Show Zero (one would think that Coke Zero would be the sponsor of Show Zero but maybe that was too obvious or maybe there will be a “celebrity” appearance by Coke Zero)?

Brands Celebrity Endorsers

Brands are not new to having celebrities endorse their products and while many have been forced to cut ties with some due to behavior that was not inline with the brand, we are seeing a bit of a reversal with brands endorsing the celebrities with promotions and online rebroadcasts of television shows. Not too long ago, Bing jumped on the Lebron train with sponsoring The Decision, continuing a long standing relationship with Lebron James. This shift from celebrity endorsers to brand endorsers has not seemed to ruin a brand’s image, the way that a celebrity’s behavior could.

The response to the Conan-Leno drama favored Conan but seems to have no long term affects on the Tonight Show once Jay Leno returned. The move by Diet Coke to team up with Conan and create Show Zero could prove to be a very smart decision but one would think that the viewers of Conan would be more inline with Coke Zero. Although Diet Coke’s distribution is greater when we consider the fountain drinks at restaurants, fast food and convenience stores.

Diet Coke Advertiser Exclusivity

The exclusivity that Diet Coke is receiving with Show Zero is not that unlike any brand sponsors an online rebroadcast of television shows. As a consumer, watching a program online with limited interruptions and the interruptions being from one advertiser is enticing. Big brands are able to capture the attention of the audience. The consumer is focused on that brand and that brand only which not only gains awareness but also builds brand loyalty. It is refreshing to watch a program online and not have 18 minutes of commercials. The downside is for the small business owner as many are not able to afford a sponsorship of this nature and for the local businesses, as the sponsorships are national and not regional, the geographics do not support this. As the online rebroadcasts grow, the regionalization would be key for small businesses as they would be much more affordable and localized.

Brand are always seeking ways to get their message in front of their target and sponsorships like Show Zero offer not only exclusivity, it also gets mainstream media talking. Diet Coke is positioned, with the live commercial and should all the Conan faithfuls tune in, to receive quite of free advertising or at the very least capture the other Team Coco supporters.

Is late night tv on your radar? Will you tune in to see the live commercial and Show Zero?

photo credit: from Robert Bruce Murray III

  • That’s something new. I am not a big fan of TV, for the simple reason here in Italy everything is horribly dubbed (sigh) but, as an example, if they offered this sort of formula for non-dubbed shows, tied to one particular brand sponsoring it with exclusive interruptions, I think I’d gladly be all over it.;

    • Gabriele,

      I was not clear if you would not watch TV at all if this happen or if it would entice you to get it going.

      • Sorry, I meant, if they did that for shows I liked, I would totally support it and watch them 🙂

        • I agree with.. you have a great week.

    • Gabriele

      Do they not have alternative english channels? I have watched shows that were dubbed and they are awful so I feel your pain. Are you able to watch online like we can here in the US where they are not dubbed?

      • They do on satellite TV, but we still get the shows like, ages after, usually a year or so, even if lately that has improved.
        Usually the online streams of the respective networks are blocked in Italy, and so is Netflix/Hulu etc 🙁

        • No hulu?! Wow. I am amazed that it is blocked. That would make sense as to why your tv watching is limited as by the time you get them, we are on to an entire new season or a new show. I can understand why they would want to have people watching on their stations for advertising dollars as it does make sense for the networks there. And I would think that american shows would be a small part of what is broadcasted as they are dubbed.

          Thanks for keeping us in the know about the blocked streams.

          • As far as I know, the main problem is rights management. In Italy, the rights management of music/video is totally fucked up and let me stress this.
            We are ruled by a SIAE (the organization managing music and media rights) dictatorship and everything even remotely related to multimedia content sharing has SIAE taxes on it.
            Figure that even mass media devices (from CDs, to DVDs, to iPods and hard disks) have a tax on them because they could potentially be used to pirate music (??!?!?) so you have to pay in advance, guilty or not. Mix it to the fact we have 43% average taxes.
            When I read an american complaining about their situation, I have to slightly chuckle :p

          • 43% taxes. Yikes. That is a lot. I am going to have to reconsider living on my island having my foo foo drinks brought to me on the beach I suppose.

            Pay in advance for taxes of something that if you do do it, you will get caught but the music folks and not the italian tax people. Wow, that is the gov cashing in. What does the money go to? Is the italian economy healthy?

          • It’s kinda complicated. As an example, every owner of a public place (club, restaurant etc) airing music for its customers has to pay SIAE to be able to do it.
            The money to SIAE is to be distributed about SIAE subscribers (= authors) in a statistical way, this means, if I pay 100 bucks to air music, my 100 bucks will go in proportion to who is statistically aired the most in the whole Italy.
            This means if I air NewSinger A, a new promising name in the music industry, my money won’t go into supporting him, but will go in the pockets of BigName B, the king of italian music.
            How fucked up is that?

          • Yikes – that does not really give new talent any incentive. Although if the New SingerA does get enough momentum and play time he can get some money I suppose. Shows how BigNameB is able to stick around though. Is there corruption where the are kickbacks to the station by those that are being paid so that they continue to be?

          • It’s not just about radio, imagine if in the US, despite radio/commercial success, 90% of the music income went to country music singers just because they have the most number of registered songs and statistically they are played the most (in fairs and such).
            In Italy most of the music rights income goes to our national equivalent of country music.

          • ok now I understand. Wow, that is pretty amazing. But I still want to come and live on my lil island.

      • They do on satellite TV, but we still get the shows like, ages after, usually a year or so, even if lately that has improved.
        Usually the online streams of the respective networks are blocked in Italy, and so is Netflix/Hulu etc 🙁

      • They do on satellite TV, but we still get the shows like, ages after, usually a year or so, even if lately that has improved.
        Usually the online streams of the respective networks are blocked in Italy, and so is Netflix/Hulu etc 🙁

      • They do on satellite TV, but we still get the shows like, ages after, usually a year or so, even if lately that has improved.
        Usually the online streams of the respective networks are blocked in Italy, and so is Netflix/Hulu etc 🙁

  • Suzanne,

    Here in Puerto Rico we see how major brands to take over all media online, offline, traditional, non-traditional, and I continue with the list. The only thing is they are not doing it in such a creative way.

    Coke saw the opportunity of moving with Conan and went for it. The biggest issue locally and in other scenarios I see has to do with the lack of transparency some of these celebrities try to pull with old style bad marketing schemes.

    I will be looking forward to watch Show Zero. Thanks for keeping me update on things I never find out about! 🙂