More and more companies are making use this strategy of using online media to gain more exposures from TVCs. In fact, many major players like PepsiCo and Coca Cola are even launching their TVCs online first before it goes ON AIR. Its a common trend nowadays to first introduce your TVC in your facebook group or youtube channel(even through twitter) so that your loyal supporters get to view it before it goes to the rest of the public.
We are seeing many product launches happening on the social media space, in addition to other mediums. The significant feature in these promotions are the extensions from the TVC onto social media channels. The combination of various platforms, Facebook , Twitter, Youtube etc synced with each other, also adds to achieving the objective of gaining maximum visibility and even engaging the target audience in a cost effective manner. Its a good way to measure the impact of the TVC as well.
It's a good test of an ad campaign if it can be translated or maximized through all the media (print, outdoor, online, TV, etc.). Each one will have its own strength and weakness, and each one will have a part to play in the consumer's path to purchase. For example, TV will entice you with say a new model of a mobile phone, print will give you more details, online can give you testimonials from real users, a billboard or outdoor poster leads you to where you can buy it and point-of-sale, point-of-purchase material can seal the deal.
