You have arrived at the web home of Noah Brier. This is mostly an archive of over a decade of blogging and other writing. You can read more about me or get in touch. If you want more recent writing of mine, most of that is at my BrXnd marketing x AI newsletter and Why Is This Interesting?, a daily email for the intellectually omnivorous.

February, 2010

Website Infomercials

Johnson & Johnson's launch of a paid web service with a 30-minute infomercial.
Maybe the most interesting part of this new Johnson & Johnson online stress consultation (plus fragrance) subscription service is how they're launching it:
Upliv will be introduced with a 30-minute infomercial, intended to begin later this month in Boston, Chicago, Los Angeles, Dallas and Atlanta. The infomercial, by Cesari Direct of Seattle, features the actress Angie Harmon, Upliv's spokeswoman, as well as scientists, a fragrance specialist and several women who participated in a trial run of the program.
I'm super curious a) how a paid web service from a packaged goods company will work out and b) how the promotion strategy will play. I've often wondered if you could use infomercials to drive serious web traffic for little money and I guess J&J will find out. Will probably just be worth whatever they spent on the site to learn that.
February 24, 2010
Noah Brier | Thanks for reading. | Don't fake the funk on a nasty dunk.