Brief:
- Genesis Motor America is sponsoring an online cooking program produced by Tastemade that will give audiences a way to buy components from Amazon Fresh, the e-commerce company’s grocery delivery service. Each episode of the five-part “Origins” series, which today started streaming on Tastemade’s YouTube and Facebook channels, profiles a chef who reveals how to cook a dish from their culture and customs, according to an announcement emailed to Mobile Marketer.
- Prior to tape-recording the series, Genesis, Tastemade, and Amazon Advertising developed a customized culinary area at Tastemade Studios equipped with Amazon’s clever home technology, including its linked oven and Echo Show 8 display screen. Amazon Marketing, the business’s ad sales unit, also created a virtual showroom for Genesis that provides audiences away for more information about its automobiles and “Origins” series.
- Doubling down on video streaming content created for social websites, Tastemade dealt with the “Origins” chefs to develop 10 brief videos to stream on Facebook, Instagram, and Pinterest. The videos consist of a “How-to” series showing the chef making a simplified recipe while showing correct cooking techniques, and a series called “Art of Plating” that offers tips on how to craft meals so they look like they were served in a restaurant, per the announcement.
Insight:
Genesis, the high-end vehicle system of Hyundai Motor Group, aims to reach high-end consumers with its sponsorship of a cooking show that also lets people order active ingredients from Amazon’s grocery delivery service. The vehicle maker desires viewers to associate its brand with trendy design and smart technology, as the videos were shot in a sleek kitchen studio equipped with Amazon smart house tech that reacts to voice commands.
The virtual display room that Amazon developed for Genesis demonstrates how the cars can be equipped with a few of that clever innovations, including Alexa, Amazon’s virtual assistant that lets motorists utilize voice commands for remote start, temperature control, and other in-car features. The showroom may assist to create sales leads for Genesis dealers during the rollout of the GV80, the luxury brand’s very first SUV. As the carmaker seeks to restore sales after the pandemic-induced recession hurt the vehicle market, its sponsorship of “Origins” can help to reach prospective automobile buyers during the recovery.
The cooperation with Tastemade and Amazon Advertising on “Origins” is noteworthy for offering an end-to-end consumer experience of enjoying a cooking show and quickly buying the items straight from Amazon Fresh for shipment. The series shows how Amazon can parlay its strength in product circulation into a more complete mix of content and commerce. The series also is a possibility for Amazon to display its private-label brand of wise devices, and how they can be integrated with its popular voice-enabled Echo gadgets.
For Tastemade, “Origins” is another indication of how the media company can integrate marketing messages with initial video content that’s likewise shoppable. Tastemade last month collaborated with Walmart on the rollout of shoppable streaming material to give audiences more concepts on what to prepare throughout the holidays. Special episodes of Tastemade’s “Struggle Meals” cooking reveal let audiences text an on-screen number to include suggested ingredients to a cart on the Walmart app, and position an order for pickup or shipment. Prior to that, Tastemade worked with Hyundai on a four-part series that chronicled a number of young people taking dream trip in its lorries.
