For sponsorship reasons the official title of the 2011 documentary film is POM Wonderful Presents: The Greatest Movie Ever Sold, recently released in cinemas in Australia.
From the principal sponsors' perspective however, the film may well be re-titled: "The Greatest Movie Ever (Under) Sold".
The naming rights sponsor, pomegranate juice company POM Wonderful invested $US1 million in this project. But the film's focus was limited to it's products and the espoused benefits.
Yes, the film has earned 900 million media impressions (that is, the number of references to the company seen in any media). However, this result was mainly due to the sheer comedic value of the film and curiosity aroused. The bang for the invested bucks could have been much bigger if the inspirational personal story behind the birth of the POM Wonderful brand had been an integral part of the documentary. This key ingredient could have been used to great effect to achieve long term resonance with consumers - instead of passing attention. Why not feature an earnest interview with the CEO/Founder of Pom Wonderful focusing on why they are so passionate about fresh pomegranates and juices, so much so that they had to start a company to produce what they feel are the best pomegranate-based products in the world? Or a genuine heart-warming account of the founder / CEOs first walk through the fresh pomegranate fields where the company harvests, grows and processes their products?
In terms of maximizing return on investment, The Greatest Movie Ever Sold turned out to be a missed opportunity for the sponsor / major financier. Why? Because like so many brands desperately looking for new ways to convey their message to consumers, Pom Wonderful overlooked the vital emotional link that is the crucial requirement for winning ongoing customer loyalty.
Extensive research into successful companies clearly shows that effective “storytelling” is the most effective way to establish a personal connection between your business and consumers.
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