Marketing gurus are calling this an advertising and content campaign.
They’re calling it “branded music” too.
Calling this content marketing because there’s a Morton’s salt ad at the end and it’s being released on YouTube is about as innovative as every video ever produced. (Remember, they are all created as a content marketing campaign to sell music.)
If a salt company wants to pay for product placement, they can do so, but don’t call it innovative marketing.
On the other hand, the video is spectacularly innovative.
And for the record, I just spent five minutes promoting this to the 12 people who read this blog.