Today I was surfing the web looking for stats and facts about product placement and I came across movieplacement.com where I learned lots of interesting things!! So I decided to share them on here....
#1. Your average film spends somewhere around 18 million dollars to market the movie. This means, every person they reach that comes to the movies to see that film, is going to see your product. And every time someone rents that film later on or watches that film on television, they will see your product!
#2. Television commercials are aired once, are extremely expensive to air and produce, and only reach around 10 percent of viewers. One product placement within the show you would have bought commercial time during reaches everyone who is watching the show, and not just the first time it airs! Every time someone TiVo's and rewatches, or goes back to watch the episode online, or even watches the show in syndication later is going to see your product!
#3. Television shows on DVD are becoming extremely popular.. which means your product placement in even just one episode has potential to be watched several times by the same person, causing frequency with only one payment for placement!
#4. More and more video game consoles are coming out, and most generate large amounts of hype and interest. A large number of 18-48 year olds enjoy playing video games and using these systems so putting your product in to a new game for Wii or Xbox is going to reach tons of people each and every time they put the game in!
#5. The site makes includes some great cases of where product placement has worked wonderfully... its really interesting so check it out!!
In my opinion, the more I learn about product placement the more I am fascinated. It really is a great new way of breaking through the clutter and reaching your target audience in an age where the traditional ways of advertising are being challenged.
Thursday, March 29, 2007
Tuesday, March 27, 2007
Product Placement Leaders
I decided to look in to what brands have really made product placement work. What I found was an article from AdAge called "10 Favorite Product Placement Deals" featuring some of the most successful integration of products in to media.
Number 1 was the children's toy brand Transformers, which is coming out with it's own movie in the near future. They are very successful because they found a way to take a toy and brand it in to television and movie characters, increasing sales and interest in the brand.
Number 9 was the Bravo television show "Project Runway" which successfully integrates several brands of beauty and fashion products in to each episode. Some of the most frequently featured brands on the show include L'Oreal Paris, Macy's, Elle magazine, and Tresemme. They used products that work very well with their plot, making the product placement work perfectly.
Number 6, American Express, I found very interesting because it seems reverse of what normally occurs. Instead of television shows featuring the American Express products being used by characters, the American Express website features sneak peeks of the latest episodes of both Fox's "Prison Break" and ABC's "Lost". I thought this one was very interesting and a great idea on behalf of the two networks.
Number 1 was the children's toy brand Transformers, which is coming out with it's own movie in the near future. They are very successful because they found a way to take a toy and brand it in to television and movie characters, increasing sales and interest in the brand.
Number 9 was the Bravo television show "Project Runway" which successfully integrates several brands of beauty and fashion products in to each episode. Some of the most frequently featured brands on the show include L'Oreal Paris, Macy's, Elle magazine, and Tresemme. They used products that work very well with their plot, making the product placement work perfectly.
Number 6, American Express, I found very interesting because it seems reverse of what normally occurs. Instead of television shows featuring the American Express products being used by characters, the American Express website features sneak peeks of the latest episodes of both Fox's "Prison Break" and ABC's "Lost". I thought this one was very interesting and a great idea on behalf of the two networks.
Other product placement leaders include Chevy on "The Apprentice", Burger King, Budweiser, Axe deodorant and body spray, Dodge, Toyota Prius, and Amazon.com.
Check out the article to read more!
On another topic, I recently posted comments on three more product placement and marketing themed blogs in order to promote my own. Hopefully I will get some people to check it out!
Friday, March 23, 2007
Product Placement in Blogging
Since starting this blog I have focused on product placement in the movies and in television, but today I read an article that caught my eye. With the rising popularity of blogging comes the use of product placement within people's personal blogs. People are being paid to write favorable reviews of products on their blogs so that other people will read it and become interested.
The article ("Blogging for Dollars Rases Questions of Online Ethics") questions whether or not being paid to promote brands is ethical for bloggers. In this article, several cases are described in which people are accepting money in exchange for writing about a product or service in a positive light. However, these promotions are not distinguishable from the person's opinions.
In my opinion, the problem isn't that people are paying to promote their brands on blogs, it is that the bloggers are not saying what in their writing has been paid for and what is personal opinion. I think for it to be ethical, people who are reading the blog need to know that the endorsement was paid for.
If this starts to happen, I think that product placement on blogs is a great idea. Blogging is an up and coming trend that many many people are taking part in. With so many people today surfing the internet and becoming technologically savvy, why not take advantage of this by using blogs to promote products? As long as it is clear that is in fact a paid promotion, I don't see anything wrong with it.
The article ("Blogging for Dollars Rases Questions of Online Ethics") questions whether or not being paid to promote brands is ethical for bloggers. In this article, several cases are described in which people are accepting money in exchange for writing about a product or service in a positive light. However, these promotions are not distinguishable from the person's opinions.
In my opinion, the problem isn't that people are paying to promote their brands on blogs, it is that the bloggers are not saying what in their writing has been paid for and what is personal opinion. I think for it to be ethical, people who are reading the blog need to know that the endorsement was paid for.
If this starts to happen, I think that product placement on blogs is a great idea. Blogging is an up and coming trend that many many people are taking part in. With so many people today surfing the internet and becoming technologically savvy, why not take advantage of this by using blogs to promote products? As long as it is clear that is in fact a paid promotion, I don't see anything wrong with it.
Thursday, March 22, 2007
Product Placement in "Talladega Nights"
Over the Spring Break I happened to watch the movie "Talladega Nights: The Ballad of Ricky Bobby" starring Will Ferrell as a famous Nascar driver. I assumed I would see a lot of product placement considering this was a movie about Nascar, a sport that heavily relies on brand sponsorship and endorsements. The film was packed full of brands! In the beginning I tried to keep track of how many I saw, but quickly realized that this would be pretty difficult.
Because the movie was about Nascar, it gets away with the bombardment of brands throughout it. I think perhaps that most of the people watching weren't too overwhelmed with so many brands as most people are used to seeing Nascar cars and apparel covered in sponsors.
The most noticeable brands found in the film are Wonder Bread (Ferrell's sponsor), Perrier (the opponent's sponsor), and Old Spice ( A sponsor to Ferrell's best friend). According to brandchannel.com, these three brands can be seen almost 90 times within the movie. Other noticeable brands were Applebee's, Shake n' Bake, Sunoco, Taco Bell, Dominos, Kentucky Fried Chicken, Pepsi, Budweiser, and Hummer. For a complete listing of the brands found in the film check out brandchannel.com.
I was interested to see so many product placements in a film such as this one because it is targeted mainly towards a younger audience. This includes college students, as many of us in the class are targeting in our projects. It was also interesting to see how a film worked with many many products placed in it because we will undoubtly see increased product placement in most films in the near future. Luckily for this film, the Nascar theme allowed for several different products without being too distracting from the actual plot.
Because the movie was about Nascar, it gets away with the bombardment of brands throughout it. I think perhaps that most of the people watching weren't too overwhelmed with so many brands as most people are used to seeing Nascar cars and apparel covered in sponsors.
The most noticeable brands found in the film are Wonder Bread (Ferrell's sponsor), Perrier (the opponent's sponsor), and Old Spice ( A sponsor to Ferrell's best friend). According to brandchannel.com, these three brands can be seen almost 90 times within the movie. Other noticeable brands were Applebee's, Shake n' Bake, Sunoco, Taco Bell, Dominos, Kentucky Fried Chicken, Pepsi, Budweiser, and Hummer. For a complete listing of the brands found in the film check out brandchannel.com.
I was interested to see so many product placements in a film such as this one because it is targeted mainly towards a younger audience. This includes college students, as many of us in the class are targeting in our projects. It was also interesting to see how a film worked with many many products placed in it because we will undoubtly see increased product placement in most films in the near future. Luckily for this film, the Nascar theme allowed for several different products without being too distracting from the actual plot.
Tuesday, March 6, 2007
Product Placement in the Movies
Because I have mostly focused on product placement in television shows throughout my posts on this blog, I decided to do a little research on recent movies utilizing the trend. I went to brandchannel.com to see the films that have been at the top of the box office over the last few months to see what products were being placed within them and what the similarities and differences were.
Ghost Rider, starring Nicholas Cage, was a box office favorite over the past few weeks. (It came out in mid February). As you would expect, the product found throught the movie are consistent with the plot. Some of the brands featured include Coke, Marlboro, Harley-Davidson, Pennzoil, Sony, Texaco, Jack Daniel's, and Ford.
Norbit, the comedy featuring Eddie Murphy as multiple roles, also featured Coca-Cola. (As did Epic Movie and Stomp the Yard) Murphy's film also featured brands such as Adidas, Converse, and Cheez-it, along with multiple car companies.(Cadillac, Lincoln, Mercedes, Ford, Volvo, and MG)
Besides Coca-Cola, which I was actually surprised to find in so many movies, Epic Movie and Stomp the Yard also incorporated Apple, a brand which I have written about before for their prominent use of product placement. Epic movie had many food brands including Doritos, Rold Gold, Frito's, Cap'n Crunch, and Ruffles. Stomp the Yard had multiple professional sports teams, mostly baseball. They include the Arizona Diamondbacks, Atlanta Braves, Atlanta Hawks, and LA Dodgers. Although I haven't seen the movie, I was surprised by this as the previews led me to believe the movie was about step dancing.
The leader's so far this year in product placement within the movies seem to be Coca-Cola, Ford, and Apple. It was very interesting to see how many movies about different subjects managed to incorporate so many similar brands!
Check out the lists of placement within the movies at brandchannel.com!
Ghost Rider, starring Nicholas Cage, was a box office favorite over the past few weeks. (It came out in mid February). As you would expect, the product found throught the movie are consistent with the plot. Some of the brands featured include Coke, Marlboro, Harley-Davidson, Pennzoil, Sony, Texaco, Jack Daniel's, and Ford.
Norbit, the comedy featuring Eddie Murphy as multiple roles, also featured Coca-Cola. (As did Epic Movie and Stomp the Yard) Murphy's film also featured brands such as Adidas, Converse, and Cheez-it, along with multiple car companies.(Cadillac, Lincoln, Mercedes, Ford, Volvo, and MG)
Besides Coca-Cola, which I was actually surprised to find in so many movies, Epic Movie and Stomp the Yard also incorporated Apple, a brand which I have written about before for their prominent use of product placement. Epic movie had many food brands including Doritos, Rold Gold, Frito's, Cap'n Crunch, and Ruffles. Stomp the Yard had multiple professional sports teams, mostly baseball. They include the Arizona Diamondbacks, Atlanta Braves, Atlanta Hawks, and LA Dodgers. Although I haven't seen the movie, I was surprised by this as the previews led me to believe the movie was about step dancing.
The leader's so far this year in product placement within the movies seem to be Coca-Cola, Ford, and Apple. It was very interesting to see how many movies about different subjects managed to incorporate so many similar brands!
Check out the lists of placement within the movies at brandchannel.com!
Monday, March 5, 2007
Product Placement on MTV
In class we have been doing our project on Pinkberry, an up and coming frozen yogurt chain with most of them in the greater Los Angeles area. The chain has been recieving a lot of buzz following the many parking tickets customers recieved just to wait in line for the dessert. In fact, the New York Times called the restaurant "The Chain that Launched a Thousand Parking Tickets."
Last week, as I have been playing close attention to all the product placement I see on television, I noticed the characters on MTV's "The Hills" talking about a date that one of them had at Pinkberry. I was very excited to see my blog topic and project topic come together!
So tonight I watch this week's episode of "The Hills" to see what other products were featured in the show. I wanted to see if our target audience research matched the target audience that seemed to be targeted through the other product placements. The good news is, it seemed to fit perfect with our target consumer, as the characters on the show are in college and are interns in West Hollywood, California.
Some of the products I saw were Starbucks Coffee, Aquafina Water, Apple computers, and Orbitz gum. Lauren, the main character, is an intern at TeenVogue so there was plenty of product placement for both Teen and regular Vogue as well as many fashion companies including Chanel (sunglasses and purses) and Dior (sunglasses). Lauren drives a sporty seabring convertible for which the chrystler sign is prominately displayed in all of the driving shots. She also is constantly seen using her Blackberry.
I was extremely pleased to find these product placements because we found that our target audience was hip, trendy, young women who enjoy being trendsetters. They are technologically savvy and are constantly multi-tasking with their technology, so I found the Blackberry to be an appropriate fit. Starbucks is seen as trendy as well. Overall I found the products placed in to the show to fit exactly what our target audience is looking for, so it is wonderful that Pinkberry got mentioned in a previous episode!
You can see episodes of "The Hills" at MTV.com or learn more about Pinkberry at Pinkberry.com!!
Last week, as I have been playing close attention to all the product placement I see on television, I noticed the characters on MTV's "The Hills" talking about a date that one of them had at Pinkberry. I was very excited to see my blog topic and project topic come together!
So tonight I watch this week's episode of "The Hills" to see what other products were featured in the show. I wanted to see if our target audience research matched the target audience that seemed to be targeted through the other product placements. The good news is, it seemed to fit perfect with our target consumer, as the characters on the show are in college and are interns in West Hollywood, California.
Some of the products I saw were Starbucks Coffee, Aquafina Water, Apple computers, and Orbitz gum. Lauren, the main character, is an intern at TeenVogue so there was plenty of product placement for both Teen and regular Vogue as well as many fashion companies including Chanel (sunglasses and purses) and Dior (sunglasses). Lauren drives a sporty seabring convertible for which the chrystler sign is prominately displayed in all of the driving shots. She also is constantly seen using her Blackberry.
I was extremely pleased to find these product placements because we found that our target audience was hip, trendy, young women who enjoy being trendsetters. They are technologically savvy and are constantly multi-tasking with their technology, so I found the Blackberry to be an appropriate fit. Starbucks is seen as trendy as well. Overall I found the products placed in to the show to fit exactly what our target audience is looking for, so it is wonderful that Pinkberry got mentioned in a previous episode!
You can see episodes of "The Hills" at MTV.com or learn more about Pinkberry at Pinkberry.com!!
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