Las Culturistas co-hosts Bowen Yang and Matt Rogers need manufacturers to get in on their jokes.
Throughout a panel at ADWEEK Home in Cannes, the podcast hosts mentioned a subject on the prime of lots of manufacturers’ minds: How you can have interaction preexisting fandoms in a means that really resonates. Yang and Rogers had been joined by The Actual Housewives of Salt Lake Metropolis star Heather Homosexual, and Alison Levin, NBCUniversal’s president of promoting and partnerships.
Las Culturistas’ Rogers and Yang see being in on the joke as a means for manufacturers to deliver individuals collectively and join with a longtime viewers. Rogers pointed to Las Culturistas’ partnership with Kraft Heinz-owned Mac & Cheese for example of an advert that resonated with their passionate fanbase due to its humor.
“On account of it being a enjoyable advert, our followers memorized the advert copy and at 2023’s Tradition Awards we had 3,000 individuals come and recite the advert,” mentioned Rogers. “And I’m telling you it’s as a result of the model was prepared to pal round with us.”
The script for Mac & Cheese’s advert mentions lots of subjects that the Las Culturalistas podcast usually explores. There’s a reference to Intercourse and the Metropolis, and the advert contains foolish phrases like, “I’m a bottomless pit for the stuff.”
Rogers mentioned Las Culturistas is at present planning for this yr’s Tradition Awards, which is able to tie manufacturers into award classes. The 2025 Las Culturistas Tradition Awards will air on Bravo on Aug. 5 and be obtainable on Aug. 6 on streamer Peacock.
Manufacturers are plugging into tradition
Manufacturers that get in on the jokes can go even additional than a intelligent podcast script, mentioned NBCUniversal’s Levin.
She pointed to a latest Nissan business with Summer time Home star Ciara Miller for example. The advert referenced a humorous second within the present and rapidly sparked dialog.
“For those who love Bravo, they’re in and Nissan is cool,” mentioned Levin. “Web page Six picks it up and it goes viral.”
Nonetheless, NBCUniversal’s expertise is discerning about what partnerships they take, mentioned Rogers, Yang, and Homosexual.
For instance, Rogers and Yang all the time do their analysis to verify they align with the manufacturers they associate with and that they don’t do something that might doubtlessly hurt their neighborhood, akin to donating to political candidates.
And for Homosexual, it’s essential to work with manufacturers that followers know she already likes.
“They know and acknowledge the issues that you simply love,” mentioned Homosexual. “That connection makes me wish to be extra accountable, sharper, self-aware, and accessible … that performs into what manufacturers you characterize and the businesses you wish to associate with.”
