Bilt's 'Roomies': A Creative Approach to Brand Awareness Through Original Series
A fintech firm called Bilt recently premiered an original series titled "Roomies" at the Angelika Film Center in New York. The series, which follows a woman's journey from Ohio to New York, is not a direct marketing tool for Bilt but aims to increase brand awareness through storytelling. The show, released in short episodes on social media, subtly integrates Bilt's brand by featuring its partner restaurants and the use of the Bilt app by characters. The goal is to reach a broad audience and create positive sentiment towards the brand.
In a trend where brands are turning to shows and movies to convey their messages, Bilt's "Roomies" has garnered half a million views per episode. The company is pleased with the response and is already working on a second season. By producing the series in-house, Bilt has better control over how its brand is portrayed and integrated into the narrative. The show's creators aimed to develop relatable characters akin to those in popular TV shows like "Friends" and "New Girl."
Bilt offers loyalty rewards to renters who pay their rent through its platform, which is funded by payment processing fees. The company's decision to create original content like "Roomies" is part of its marketing strategy to engage with customers in a unique way. While some question the effectiveness of the show in attracting new customers, Bilt sees it as an opportunity to connect with a diverse audience and showcase its brand subtly.
To celebrate the end of the first season, Bilt invited members of its "Close Friends" group to a screening event in New York. The show's success has prompted the company to continue investing in original content as part of its marketing efforts. By creating a scripted narrative, Bilt can craft a world where its brand can seamlessly exist and resonate with viewers. The approach may differ from traditional marketing tactics, but it allows for more creative storytelling and engagement with audiences.
In conclusion, Bilt's original series "Roomies" serves as a unique way to increase brand awareness and connect with a wide audience. Through storytelling and character development, the show subtly integrates Bilt's brand into the narrative, offering viewers a glimpse into the company's offerings. As the series gains traction and positive feedback, Bilt plans to continue producing original content to engage with customers and showcase its brand in a compelling way.