Keds brand shoes has done some product placement over the years, in shows like "The OC", "Alias" and movies like "Little Miss Sunshine" and "The Aviator". They are trying to revamp the brand and appeal to a younger audience, so the recent placement in "America's Next Top Model" was perfect for the brand.
They were featured on the show as the incentive for the winner of the week's challenge. The winning model received the opportunity to star in a full page ad in Seventeen magazine. I thought this was unique too because they used their product placement to support a magazine that they were going to be in, hopefully in turn driving up sales of the issue. And what better vehicles to use to increase sales among the young markets than a teen magazine and a CW show that is very popular among young females.
The brand also has a line of men's shoes that will be featured in an upcoming Brad Pitt film. The movie is called "The Curious Case of Benjamin Buttons" and will show Pitt's character wearing the sneakers throughout. That will come out in 2008.
It seems like Ked is one brand that is definitly on top of the product placement game. They have found great ways to integrate their product in to plots without being too in your face about it.
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