Product Placement
The most common way to integrate brands into programming is by using product placement. Instead of simply using a product as a prop or background filler, the product will be woven into the plot or dialogue of the program. For this reason, the term brand integration is more commonly used. The objective is to create a link in the viewer between the program and their product. This is also a guaranteed way for their advertising to be seen, no matter what method the viewer chooses to watch the program in.
Office products retailer Staples and its entertainment marketing agency Davie Brown Entertainment worked with the producers of NBC's popular show "The Office" to integrate the MailMate shredder into the theme of the November 16, 2006, episode. Amid impending layoffs, one of the show’s key characters showcases his value to the company through his role as a “master shredder,” using his newest tool: The MailMate shredder from Staples.
David Goetzel, a media and marketing writer for Media Daily News, described the integration as follows:
In the Nov. 16 episode, the character Kevin, a low-key but mischievous accountant at paper company Dunder-Mifflin, somewhat morosely says how little responsibility he has on the job. But, he adds: “They do let me shred the company documents, and that is really all I need, by the way Deskey is lame.” He then ferociously begins using the MailMate – Staples says it offers “ferocious shredding power for identity theft protection” – while speaking to the audience at the same time (”The Office” is done in faux documentary fashion, where the characters often speak to the camera as if they’re being interviewed by a journalist.) Barely able to restrain himself, Kevin (played by Brian Baumgartner) says: “This thing is so awesome! It will shred anything!” On the show, the whole scene is funny and effective–and it fits in organically. After Kevin has shown the machine’s practical benefits, in keeping with the wonderfully twisted humor of “The Office,” he drops salad leaves into the MailMate. Then, he pulls out the bottom refuse bin which has a full salad ready to eat. After pouring on dressing, a coworker enters and asks, “Where’d you get that salad?” “Staples,” he says.
In Portugal, the global home improvement retailer Leroy Merlin has been working since 2005 with Briskman Entertainment, the producers of SIC Mulher's popular TV make-over show "Querido, mudei a casa!" to integrate their wide range of product in the renovation projects. In just 2 years, sales of Leroy Merlin, rose by 72%, and the brand boosted across Portugal becoming leader in its segment.
Several companies have emerged that are making the connection between programming and advertisers for branded entertainment more accessible.
Read more about this topic: Branded Entertainment
Famous quotes containing the word product:
“Labor is work that leaves no trace behind it when it is finished, or if it does, as in the case of the tilled field, this product of human activity requires still more labor, incessant, tireless labor, to maintain its identity as a “work” of man.”
—Mary McCarthy (1912–1989)