- Wednesday, Aug. 3, 2011
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The Tastemakers Coffee Series with Intelligentsia Coffee, produced by content and design studio The Department of the 4th Dimension (The D4D,) continues to prove the power and economics of branded content well done. With zero media buy and only careful seeding on targeted blogs around the U.S., the 3 part series (Espresso, Cappuccino and Syphon) delivered an initial audience of 100,000 views in just 6 weeks.
Now, Boing Boing, the online arbiter of cool and a Technorati Top 10 Blog, selected the Intelligentsia Series for exclusive distribution on Virgin America's Red Inflight Entertainment system. The first installment launched on August 1st. Strictly an earned media placement, The Series will play in front of a captive audience of roughly 350,000 passengers, on America's top rated airline as voted by Condé Naste.
The Boing Boing editorial decision came just days after the blogosphere rediscovered The D4D's work. Given the lack of media spend, it's unlikely any other form of marketing communication would continue to earn this level of engagement, for a growing brand, months after the content's initial release.
The Series had already inspired client Intelligentsia to create an iPhone application that continues to garner praise among both current fans and potential customers. The app is rated 4+ stars on iTunes.
About The Department of the 4th Dimension (The D4D)
The D4D is a branded content studio that works with progressive agencies and dynamic brands to energize their business through moving pictures across multiple platforms. Based in Downtown Los Angeles and founded by award winning industry veterans Matt Checkowski and Ron Cicero, The D4D works with advertising and digital agencies to sculpt strategy into storytelling and produce content that engages and communicates with audiences. The studio's experience includes advertising projects for agencies TBWA Chiat/Day, Saatchi & Saatchi, Huge and Great Works, clients Electrolux, Range Rover, Nike, Microsoft, Coke and Absolut Vodka, as well as entertainment projects for ESPN, USA Network and Steven Spielberg. thed4d.com