The pattern keeps growing! More and more brands are using episodic ads to reach Gen Z. While the format isn’t new—we’ve reported on lots of advertainment lately—a new distribution model is emerging. Brands are posting scripted, creator-led series with shared credit: Cava’s “Bowlmates” dating show, Zola’s “Pop the Questions,” and Hot Topic’s “Mall Rats” run on both featured content creator’s and brand feeds. Some execs call it “product placement 2.0,” where the creator functions as distributor, producer, and channel for a bigger campaign. For Gen Z, who can be openly ad-averse, recurring characters played by creators they already love builds familiarity and trust that other scripted work cannot. (Digiday)
👀 Read more from YPulse: These 3 Brands Are Turning Ads into Entertainment—and Gen Z is Tuning In
