Posts Tagged ‘Product placement

America’s Sweethearts selling products

Posted at December 10, 2010 // Advertising, Promotion, Strategy / Tactics

Okay, one of my guilty pleasures are reality TV shows. Of which, one of my favorites is the Dallas Cowboy Cheerleaders. I think it’s fun to see the trials and tribulations these girls have to go through trying to make the team. I’ve watched the show since its first seasons, and it’s fun to see my girls from the first season now a veteran dancing superstar now.

Another interesting evolution that I’ve observed is how the DCC organization has leveraged this show. The first season was reality shows in its purest form. It was really about making the team. Then, as the years progress, the process of making the team is reprioritized and slowing the show evolved to a celebration of the organization. It’s a necessary evolution, because how many times can you watch the same critiques “you’re not dancing right” year after year. Another change I’ve observed is how the DCC organization has leveraged this show for product placement.

A few seasons ago, they fit in quite seamlessly a lot of airtime around physical training. This lead to a brand extension into exercise videos. The videos got some prominent mentions throughout the show. This year, the show highlighted more than ever life as a cheerleader after making the team. They celebrated these girls as brand ambassadors. They celebrated these girls as dancers. They celebrated these girls as performers. They celebrated these girls as athletes. They celebrated these girls as models.

Noting that the show airs during football season, it was the ideal time to showcase the cheerleaders as models. Why? They have a calendar! This season dedicated a fair amount of airtime toward the making of the swimsuit calendar. Well, the year is ending, and a new year is about to begin. We all buy calendars, why not buy one featuring these America’s Sweethearts you’ve seen on TV and have grown to adore?

Ahh, product placement, made-to-order TV shows, show sponsorships, etc. are not the future of TV advertising. They are indeed the present.

Photo credit: Matthew Blake

A Timeline of Product Placement in Film and TV (clicker.com)

Tags : Product placement, Reality television, Television advertisement

Up In The Air

Posted at December 25, 2009 // Advertising, Promotion, Public relations, Strategy / Tactics

Up In The Air, staring George Clooney, opens nationwide on Christmas. I previewed the movie and enjoyed it. My friends gave it just okay reviews. See for yourself, and give your own ratings.

But, why am I writing about a movie on this blog? Because I thought it was great movie for product placement. Unlike James Bond movies where each product flashes in front of you for mere seconds, the products in this movie were an integral part of the movie. They really sold it. I think it was one of the best movies for product placement since the Italian Job.

What products were featured? American Airline, Hilton, Travelpro, and Hertz. Just to name a few.

Travelpro is a line of luggage. This movie showed again and again how great these luggage moves. They spin. They roll. They go everywhere with ease. All the cool jetsetters use them. Way better than the old clunky suitcases you may have at home (in fact, there is a scene dedicated to this point).

Hertz, it gets you in and out fast. If you’re a Hertz loyal customer, you can get in and out in seconds. No long lines. In fact, they will “move mountains” to get you the car you want.

Hilton hotels have plush soft beds, and comfy little robes and slippers. Hilton hotels offer all the comfort of home and then some, well, at least to a guy that travels for a living. Of course, don’t forget about the Hiltons HHonors program! It’s a great promotion (George Clooney said it, not me). Plus, you get to skip the lines and get the preferred VIP treatment! Loyalty pays.

Talking about Loyalty, let’s talk about the featured star: American Airline. American Airline can take you everywhere! It satisfies even the needs of someone who travels over 340 days and 300,000 miles a year! And once again, loyalty pays. If you’re a loyal customer, you get to use exclusive lounges, be greeted by a custom greeting, and even, if you’re really really really loyal, get your own dedicated customer service phone line. Ahh, I want to join AAdvantage now!

Ahh, product placement… when done well it’s integrated into the story line, while leaving you with a good impression of the brand.

Photo credit: American Airlines, originally uploaded by anneh632.