Brands can partner with Facebook on its new live-streamed morning show Rise and Shine, London-based ad agency DigitasLBi said its NewFront presentation in New York late last Thursday.
According to Adweek, the sponsored show will air three to five times per week and appear in Facebook’s news feed, on the sponsoring brand’s page as well as in chat channel Facebook Messenger. Facebook users will be invited to subscribe to the feed via a messaging bot. Once the show streams lives, it will continue to exist as regular video that brands can continue to leverage.
Facebook and DigitasLBi described the initiative as “a deconstructed morning talk show [that’s] audience-first branded programming.”
DigitasLBi will program much of the show, handling talent and programming as well as finding sponsors.
As for those, DigitasLBi Chief Content Officer Scott Donaton said he expects them to go beyond the typical morning-show sponsors of breakfast foods. Whatever brand is sponsoring the show will have a role in shaping its content.
The initiative fits in well with DigitasLBi’s current emphasis on creating value for brands via content-based marketing versus the standard 30- or 60-second spots.
READ MORE: Adweek
[Image courtesy of Getty Images via Adweek]
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