G4 to become 4G for the week, confusing old people

By T.L. Stanley on Tue Jul 27 2010

Images In the tech world, 4G stands for fourth-generation cellular infrastructure. On the TV dial, G4 stands for...who knows? So does it make a difference if one swaps out for the other? Probably not. It makes marketing sense, says Sprint Nextel, a brand that's inked an unprecedented deal to rename a cable network to reflect the product it's hawking at the moment. G4, the channel best known for nerd-friendly "it" girl Olivia Munn and loads of video game coverage, becomes 4G this week. Along with the new moniker, the network will feature a number of on-air graphics, vignettes and branded entertainment segments that will weave the Evo 4G next-generation smart phone into series like Attack of the Show and X-Play. That's in addition to media buys that will tout the wireless device. The rabid gamer fans of this network, accustomed to seeing consumer products embedded in their video games, may not consider the promotion an intrusion. Sprint hopes they get the message, though, because G4 caters to just the coveted 18-to-34-year-old influencer audience that's a prime target for new internet-enabled gadgets. It's an interesting experiment that could probably only happen on a low-rated, eager-to-please-advertisers cable channel. In other words, don't expect ABC to suddenly become ABC Carpet & Home or USA Network to be US Airways.

Hal Riney staffers beat themselves up (literally) for G4 campaign

Posted on Mon Jun 8 2009

Just how far would you go to create a commercial? The folks at Publicis & Hal Riney were willing to inflict violence upon one another (after signing waivers, of course) for this G4 Network campaign, which uses a series of actual stenciled welts and bruises to create a stop-motion-animated face that talks up G4's programming. See the violence in action at left; one of the three resulting TV spots is on the right. (See the other two here.) Do not try this at your agency, unless you dislike almost everybody there.

—Posted by Elaine Wong



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