PRODUCT PLACEMENT
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Transcript of PRODUCT PLACEMENT
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PRODUCT PLACEMENT
RUSSELL S. WINERSTERN SCHOOL OF BUSINESS
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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.
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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
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MORE RECENTLY… “RISKY BUSINESS”: RAY-BAN
SUNGLASSES “YOU’VE GOT MAIL”: AOL, APPLE,
IBM, STARBUCKS “CAST AWAY”: FEDEX, WILSON “JERRY MAGUIRE”: REEBOK
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“NIKE TRAINING CAMP” ON COLLEGE SPORTS TV (CABLE)
FINALE OF “FRASIER”: MILANOS COOKIES (PEPPERIDGE FARM)
STARTING TO APPEAR ON CHINESE TV SHOWS
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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)
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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)
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CASE: INTRODUCTION OF THE BMW Z3 (1995)
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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
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GOALS OF THE LAUNCH PROGRAM BUILD EXCITEMENT REJUVENATE BMW BRAND TRANSFORM BMW IDENTITY EXPAND BRAND FRANCHISE TO
YOUNGER BUYERS REVITALIZE DEALERS
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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
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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?
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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
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SUMMARY MARKETERS ARE LOOKING FOR
NEW WAYS TO COMMUNICATE WITH CUSTOMERS
MORE MONEY INVESTED IN “NON-TRADITIONAL” MEDIA (SEE ALSO WWW.BMWFILMS.COM)
… BUT, NON-TRADITIONAL MEDIA NOT GOING AWAY ANY TIME SOON