In-show advertising is as old as late-night itself, but as shows face declining ratings and shrinking budgets, sponsored content (or “brand activations,” as they’re called in marketing circles) has become increasingly common and, at times, more elaborate than ever before. In this recurring feature, we keep tabs on how late-night shows are working to wed commerce with comedy.
How do you pitch an audio product on television? Jazz it up with some costumes, of course. That’s what The Tonight Show Starring Jimmy Fallon did for Audible, the Amazon-owned audiobook and podcast platform, in a minute-long standalone segment Thursday night.
“I’ve been using Audible a lot lately,” Jimmy Fallon told his audience at the end of the shows’ first act. “They have audiobooks, podcasts, lots more—and it really helps you get fully immersed in whatever you’re listening to.”
“Right now, I’m listening to a book about the wild west,” Fallon said as he popped in earbuds, and was immediately transformed into a cowboy. “See what I mean?”
Fallon then tossed the headphones to announcer Steve Higgins, who gave the immersive experience a try for himself. A suddenly ‘80s-workout-attired Higgins explained he’s listening to “an oral history of Jazzercise.”
Up next was Fallon’s camera guy, played by writer Brooks Allison, who claimed he was listening to a meditation book (pay no mind to his leather outfit).
After some antics involving Fallon briefly choking on his earbuds, he delivered the closing copy: “Audible: There’s more to imagine when you listen.”
While last night’s spon-con was Fallon’s first brand integration for Audible, he’s advertised for parent company Amazon before. In December, The Tonight Show featured a game sponsored by Amazon Prime.
