Plumbing fixture maker Kohler Co. is highlighting its green credentials with a new branded entertainment series that profiles companies and architectural projects that showcase its environmental friendliness through water conservation.
The series, "Built Green," was created by Digital Broadcasting Group, and will make its first appearance on the company's network of Internet sites Sept. 15.
"Their objective to spotlight water conservation and make a splash -- no pun intended -- really called out for the exploration of [video] content," Seth Perkovich, vice president of sales at DBG, tells Marketing Daily. "What we wanted to do was make more of an impact by not just focusing on home improvement or what someone can do to conserve water, but to start at the top with some really big projects that had that 'wow' factor."
The series profiles projects ranging from the California Academy of Sciences in San Francisco to The Solaire apartment building in New York City to the Jiminy Peak Mountain ski resort in the Berkshires. Each of the two- to-five-minute episodes (there are nine slated) profiles the architects and designers behind the projects, as well as information from Kohler designers and planners about how their products were put to use in them.
"They have a lot of high-end products that conserve a lot of water. There was an element of style and entertainment that we wanted to capture," Perkovich says. "We certainly didn't want it to be entirely informational."
In addition to the product and expert appearances in the episodes, DBG created a custom player that features Kohler branding and imagery to play videos from the series, which will run through December, primarily on the company's design and home improvement properties.