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Dancing With The Stars: Personality Marketing In Disguise?

Imb_kimkardishan_2 I am not what you would call a fan of reality television. In fact, I have previously said that I can literally feel myself getting dumber every moment that I am around a reality TV show that happens to be on. So you can imagine my chagrin at being forced to watch part of Dancing with the Stars last night because one of my wife’s favourite actors was on (no, not Kim Kardishan – but you can’t blame me for using her bio shot among all the participants). It wasn’t a complete loss, however, because I had a chance to think about what may be one of the more brilliant marketing strategies to come through celebrity reality shows that is now possible for the large networks: namely, promoting their stars through appearances and doing it in a virtually unnoticeable way by not dominating the list of participants with only ABC affiliated actors.

This is not necessarily new, as you would always have stars from a particular network showing up on the late night shows like Letterman and Leno as well as the daytime shows. Unlike those interview-style appearances, however, Dancing with the Stars is doing something very different. The stars who appear on the show are demonstrating something that people love to see, vulnerability. Most look scared, outside their comfort zone, and challenged to say the least. The result is that you get to know the actors of those shows in a very personal way. You get to know their personality.

In a world of social media where authenticity is becoming a more and more important currency, any network that can help their stars to have less of a celebrity profile and more of a human one is using a very smart strategy indeed. Though I still don’t get why anyone would want to waste their time watching 12 morbidly obese people trying to lose the most weight, I do get why ABC would put as many resources as they can behind a goldmine of a promotional platform that is Dancing with the Stars. It may be one of the most valuable television properties on the air today. I may not like what reality television is doing to the collective intelligence of the nation, but as a marketer Dancing with the Stars makes a whole lot of sense.

6 thoughts on “Dancing With The Stars: Personality Marketing In Disguise?”

  1. Very good point! There is a lot of mixing of brands in a new fashion, and perhaps more importantly some brand personality is finally showing through.

    Do you think this means the days of actors and actresses being jerks are over? That celebrity requires not just onscreen acting but a likable off-screen personality as well?

    -Daniel

    Reply
  2. Very good point! There is a lot of mixing of brands in a new fashion, and perhaps more importantly some brand personality is finally showing through.

    Do you think this means the days of actors and actresses being jerks are over? That celebrity requires not just onscreen acting but a likable off-screen personality as well?

    -Daniel

    Reply
  3. Excellent point, from the marketing stand-point, DWS is a great example of entertainment value in marketing. And really, it can apply to online marketing as well. Personality sells, especially if the audience can associate themselves with what is being portrayed.

    Great, short post 🙂

    Maria

    Reply
  4. Excellent point, from the marketing stand-point, DWS is a great example of entertainment value in marketing. And really, it can apply to online marketing as well. Personality sells, especially if the audience can associate themselves with what is being portrayed.

    Great, short post 🙂

    Maria

    Reply
  5. Great observation. You note late night interviews. Some of us are old enough to remember Battle of the Network Stars–a cross between the Olympics and American Gladiator (sort of) featuring the stars of different television shows. It was a laugh-a-lympics featuring actors doing silly things on rope courses, in mud pits, etc. It’s a great cross over idea that may attract new viewers who wouldn’t necessarily watch the drama/comedy, but get hooked through the reality show. Today’s versions are simply more sophisticated, though in my opinion, less watchable.

    Reply
  6. Great observation. You note late night interviews. Some of us are old enough to remember Battle of the Network Stars–a cross between the Olympics and American Gladiator (sort of) featuring the stars of different television shows. It was a laugh-a-lympics featuring actors doing silly things on rope courses, in mud pits, etc. It’s a great cross over idea that may attract new viewers who wouldn’t necessarily watch the drama/comedy, but get hooked through the reality show. Today’s versions are simply more sophisticated, though in my opinion, less watchable.

    Reply

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