Today, fewer and fewer U.S. consumers engage with traditional “disruptive” television advertising during entertainment experiences. The proliferation of digital video recorders (DVRs) and multiple content distribution platforms has more and more consumers in control of what they want to watch, when they want to watch and where. Branded entertainment within the U.S. market typically takes the form of integrated marketing campaigns. These campaigns allow a brand to connect with an intended viewer through the content, creating a more enjoyable brand experience versus traditional commercials and ad messaging. As long as the brand messaging is contextually relevant to the content it is thread through, consumers are not only more willing to stay connected, but more likely to generate affinity for a brand. As the category evolves, we see branded entertainment storytelling increasing and developing as a form of “opt-in” advertising. With consumers engaging in different ways, the category has elevated to a high profile, hyper-competitive space with limited opportunities and nominal degrees of restrictions. Often, these television integrated marketing campaigns are leveraged in conjunction with traditional media ad spend, extending the reach to create a complete experience that surrounds the brand in and out of the content.

Fans of the show’s executive producers, Steven Spielberg and Stephen King, created early momentum for 'Under the Dome'. The production company continued with heavy social media promotions – attracting viewers’ attention by tweeting teasers, sharing photos and hosting a live Twitter chat with stars during the premiere. They also teamed with Amazon.com to offer streaming and download access four days after each broadcast, giving viewers more opportunities to watch. Toyota promoted and shared behind-the-scenes photos on multiple social platforms to further engage with fans and drive tune-in. As a result, the show averaged over 14 million viewers each week.

'Under the Dome' was a huge success, becoming the most watched show of the summer season with an average of more than 14 million viewers each week. The Prius Plug-in content delivered over 450% ROI for Toyota according to global measurement leader iTVX. The Plug-in model also received significant lifts across Brand Recall, Brand Opinion, and Perceived Fit. And more importantly, fans of 'Under the Dome' and Prius now know that Toyota has a Plug-in model that also runs on electricity.