CarFirst has proved itself as an early adopter of combining a newer platform with sponsored content. The new web series, MMP Cruising with CarFirst, is truly ‘one of a kind’ with the entire series being recorded in a car! Although subtle brand offerings appear in every episode, the brand looked to break the clutter by offering content with high entertainment value to keep the audience hooked.

MMP Cruising with CarFirst consists of 6 bi-weekly episodes, featuring crowd favorites and celebrities sharing exclusive stories, trends and comical experiences with the host, Momina Sibtain- all while driving around the streets of Karachi and Lahore. The uniqueness of the web series lies in the structure and object of the content; a series made for its audience, aimed to entertain, and help grow the connection fans have with their favorite celebrities by diving deep into their lives and aspirations. The web series features prominent names such as Sheheryar Munawar, Mikaal Zulfiqar, Faiza Saleem, Sheherzade Peerzada, Kamiar Rokni, and Moin Khan.

The web series is available on all CarFirst official social media platforms. Click here for exclusive access to clips, trailers and behind the scenes.

Brand-sponsored television, films, and social media are not just marketing methods of a bygone era. As the audience becomes smarter and more conscious of the content they consume, it falls on the brand to come up with creative ways to subtly integrate their brand into relevant arenas. Where in your face marketing fails, integrations lend credibility and reliability.

CarFirst’s unique route of embarking on an interview-style entertainment avenue is an interesting move for a local company. With no shortage of direct ads, both disruptive and blatant in their messaging, brands now refocus their creativity on customer centric content to engage their viewers as opposed to creating an advertisement where, in this example Sheheryar Munawar appears to be endorsing the brand outright.

By Falak Gondal