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WHAT IS PRODUCT PLACEMENT?
PUTTING BRAND NAME ITEMS AS PROPS WITHIN THE CONTEXT OF A MOVIE, TV SHOW, MUSIC VIDEO, VIDEO GAME, ETC.
HISTORY FIRST SUPPOSEDLY OCCURRED IN THE
EARLY 1950S WHEN GORDON’S GIN PAID TO HAVE KATHERINE HEPBURN IN THE “AFRICAN QUEEN” THROW ITS PRODUCT OVERBOARD
P&G’S SOAP OPERAS STARTED IN THE 1950S
PICKED UP STEAM IN “E.T.” WITH REESE’S PIECES
MORE RECENTLY… “RISKY BUSINESS”: RAY-BAN
SUNGLASSES “YOU’VE GOT MAIL”: AOL, APPLE,
IBM, STARBUCKS “CAST AWAY”: FEDEX, WILSON “JERRY MAGUIRE”: REEBOK
“NIKE TRAINING CAMP” ON COLLEGE SPORTS TV (CABLE)
FINALE OF “FRASIER”: MILANOS COOKIES (PEPPERIDGE FARM)
STARTING TO APPEAR ON CHINESE TV SHOWS
THE DEALS IT SIMPLY HAPPENS
IT’S ARRANGED AND THE PRODUCT SERVES AS COMPENSATION
IT’S ARRANGED AND THERE IS FINANCIAL COMPENSATION (FOR THE MOVIE PRODUCERS)
WHY THE UPSURGE?
RISING PRICES OF TRADITIONAL MEDIA
LOSS OF CONTROL BY ADVERTISERS NEW PHILOSOPHY OF MARKETING
BLURRING DISTINCTION BETWEEN ADVERTISING AND ENTERTAINMENT
CREATING GRASSROOTS TRENDS (“BUZZ” MARKETING)
BMW/MGM DEAL ON “GOLDENEYE”
NOVEMBER, 1995: CENTRAL PARK LAUNCH EVENT TONIGHT SHOW APPEARANCE RADIO DJ PROGRAM FILM PREMIERE
MARCH, 1996: FIRST CARS AVAILABLE AT THE DEALERS
GOALS OF THE LAUNCH PROGRAM
BUILD EXCITEMENT REJUVENATE BMW BRAND TRANSFORM BMW IDENTITY EXPAND BRAND FRANCHISE TO
YOUNGER BUYERS REVITALIZE DEALERS
OUTCOME
GOLDENEYE RAKED IN $335 MILLION WORLDWIDE
TRAFFIC TO THE BMW WEB SITE TRIPLED AD RECALL (TV, PRINT: 40% OF BUDGET
ON “TRADITIONAL” MEDIA) WAS 44% 9,000 Z3S WERE PRE-BOOKED BY
12/31/95 VS. 5,000 PROJECTED DEALERSHIP TRAFFIC INCREASED
HOW DO WE EVALUATE IT?
MOVE AWAY FROM BRAND ATTRIBUTES TO BRAND “PERSONALITY” OR FROM “ULTIMATE DRIVING MACHINE” INTO “SEXY, WEALTHY, EXCITING”
CAN WE MONETIZE PLACEMENTS?
WHAT ARE THE RISKS?
LOSS OF CONTROL DIFFICULT TO MEASURE IMPACT UNCERTAINTY IN HOW MEDIA
VEHICLE WILL BE RECEIVED NEGATIVE PUBLIC REACTION TO
SUCH MARKETING EFFORTS