Boomaranging, Johnson & Johnson and Moms

NewTeeVee has more on the aforementioned J&J animated web series.

“Johnson and Johnson launched an ad campaign aimed mothers this week, built around a series of animated webisodes for its pink Johnson’s baby lotion (we mentioned it in Vid-Biz). In an online world where most videos target 18- to 34-year-old males, this small, focused, maternal campaign stood out.

The web is fast becoming the place to market to moms. According to mom marketing group BSM Media, 80 percent of moms have watched an online video in the last week.”

Although I still think the animated series itself is pretty lame and a touch creepy, this is yet another sign that the future of web video will not be all about teens, tweens and generation x.

Oh, “boomaranging” is the term I have heard used to describe the practice of purchasing short tv spots to promote more involved web campaigns.

J&J Baby Cartoon link

I know, you were waiting desperately for the link to the J&J advertainments. Well, you can check one out right now via NewTeeVee

Now, they picked the story up from The Wall Street Journal (reg. req.) where I assume they also got the embed link for the video

My question, aside from why anyone would ever want to watch these insipid animated pieces, is why the entire thing is first tagged with a Wall Street Journal plug. Basically, WSJ is advertising on an advertisement. No, it’s not a first, but it is worth noting.

UPDATE: Holy crap.  I actually watched the video.  Mariska Hargitay isn’t the voice of the mom, she’s the voice of the baby!  Beyond disturbing.