A Jonas Brother's Baby, Brought to You by Procter & GambleNews of the birth of Kevin Jonas's first child, a baby girl, was accompanied by a marketing message from the consumer products company.
ByLaura Entis•
Opinions expressed by Entrepreneur contributors are their own.
One Direction may be the boy band of the moment, but when a Jonas Brother has a baby, it still makes headlines.
This time, however, it wasn't usual suspectsPeopleorUs Weeklythat broke news of the birth. Instead, Procter & Gamble's Dreft, a baby fabric detergent brand, bought the exclusive rights to publish photos of the newborn.
On Feb. 2, Kevin Jonas (at 26, the eldest Jonas brother) took to Twitter to update the world on the birth of his daughter. And while it certainly wasn't the only time a parent-to-be has live tweeted a birth, it was amarketingfirst.
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Jonas kicked off a string of twitter updates with a promotional tweet for Dreft, theNew York Daily Newsreported.
Love using@Dreftas we prepare for Baby Girl! Follow@Dreftfor exclusive content from our growing family!#BabyJonas#DreftAmazingbBabyDays
— kevin jonas (@kevinjonas)February 1, 2014
By Sunday afternoon, the delivery was in full swing.
"It's showtime #thisisnotadrill" Jonas wrote. "I'm so excited… Here we go we're pushing!!!!" A few hours later, the first ever photo of baby Alena Rose Jonas, shown cradled by her mom, was posted on Dreft's Facebook, Twitter and Instagram accounts.
On this day, a little star was born. Meet Alena Rose Jonas.#BabyJonaspic.twitter.com/Wm0LoXDwCb
— Dreft (@Dreft)February 2, 2014
"The idea that you would have a sponsored birth isn't new," Ted Murphy, CEO and founder of Izea, a company that connects influential bloggers and celebrities to brands,toldAdWeek. "It's just typically done by media outlets. We're moving to something that's much more of a sponsored model for everything."
阿勒娜的赞助交付可能迎来一个公司g era in which celebrities and brands forge direct partnerships, cutting out traditional middlemen like entertainment magazines and television shows. It's something of a symbiotic relationship: celebrities are able to control their image while brands can directly connect with consumers via a famous surrogate.
Mike Steele, editor of Wenner Media'sUs Weekly, toldAdWeekthat he isn't worried. "I don't know that every celebrity wants to have their live events sponsored," he told the outlet.
Perhaps. But if I had to put money on it, I'd bet we're not that far away from a sponsored divorce, courtesy of a Real Housewife.
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