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Why "Activate" your placement

A brand's integration into content is often not enough to significantly move the sales needle at retail. This is why so many of today's active entertainment marketers are choosing to allocate their traditional media to supporting their product placements. Such integrated marketing campaigns, often called "promotions", use studio-approved assets such as clips, footage, etc. in traditional media such as TV, print, online, etc. Doing so really gets the message out to the consumers that it's that specific brand of product that's being paraded by a star, and not some other similar product. And to boot, such support helps the studio get more folks to buy tickets, tune into their program, or play their game, as the brands' media builds up on studio's own marketing efforts.

4 Comments:

Blogger Matt said...

I agree! A strategic placement into a film or television show is not enough these days.

In order to make a successful placement- marketers need to activate the placement within their own landscape (eg. point of sale, hospitality, web).

3:53 PM  
Blogger Matt said...

Sometimes the best placements come to life when entertainment producers offer marketers the right opportunities within "their marketing context."

3:54 PM  
Blogger Magnetic Alliance Staff said...

To this point...

TBS is using a new tool to generate early buzz around its new unscripted comedy series Daisy Does America˜flowers.

The network has partnered with 1800Flowers.com as part of a slate of promotions to generate excitement over its new show and its star Daisy Donovan.

TBS has launched a DAISY-themed holiday window in New York City in the heart of the fashionable SoHo shopping district at West Broadway and Houston Street. The display will be up through Dec. 26.

In addition, TBS will launch a daily daisy trivia promotion online at TBS.com. The challenge, which kicks off Nov. 28, rewards one daily prize of a daisy bouquet and a grand prize of a year of flowers, courtesy of 1800Flowers.com.

And starting Dec. 1, TBS street teams will deliver live daisies in door hangers to 200,000 viewers. Some 50,000 households in Philadelphia, Milwaukee, Detroit and St. Louis also get tune-in information about the show.

"Our job was to create some untried avenues of delivery to reach the most likely viewers in a way that connects them with this fresh, funny series, and to do it in a memorable way," said Tricia Melton, senior VP-marketing for TBS, in a statement. "We are in a very enviable position with this show in that we have a star whose image can be communicated with an icon that is extremely inviting to our female viewers: daisies."

Daisy Does America is a fast-paced and irreverent look at some of America's most extreme characters and lifestyles seen through the eyes of British actress-comedian Daisy Donovan. In the series, Daisy travels across the country in search of the American Dream. She encounters oddities of America life along the way and tries to fit in where she can. Daisy Does America premieres Dec. 6 at 10 p.m.

3:57 PM  
Blogger Sarah Evelyn said...

Talk about a perfect opportunity for activation, (see below an article on the snowboarding documentary that Mountain Dew bankrolled). Unless I am simply missing all the cross promotion around this doc this might be a great example of an un-leveraged opportunity.

That said, is activation appropriate in every case? In the case of Mountain Dew and 'First Descent'... considering the target audience, I sort of like that Mountain Dew's particpation is so cool and perhaps rather underground.

And what about the cases of over-activation when 46 irrelevant brands are doing a cross promotion and fly away sweepstakes with a -- does this do anything for anyone?

Which leads me to my next point, activation requires thoughtfulness and experience. There are plenty of horror stories out there about brands who worked with studios only to learn that the studios that they trusted to help them with certain aspects of cross promotion simply could not execute.

And don't forget...the movies are cool, lazy cross promotions no matter how they are activated aren't --the real question is...could these lame co-promos be called 'dew do'?

Dec. 5, 2005 issue - In "First Descent," a new snowboarding documentary that opens in limited release this week, mountains are everywhere. You'll have to look a little harder to spot the Mountain Dew.

But not too hard. Mountain Dew, after all, didn't just pay to have the soft drink in the movie. It financed the entire project, which follows five snowboarding icons. (A rep won't comment on the budget.) Experts call it "branded entertainment." How better to control screen time for a product?

But John Galloway, VP of sports and media for Pepsi-Cola, says that less is more in this film. Pepsi-Cola, which owns Mountain Dew, wants to build buzz by association. "Our goal is for this to be the seminal movie of snowboarding—we didn't want to go overboard with the product,'' he says. Product shots are subtle—a snowboarder's helmet, for example, shows the logo.

Marketers say Mountain Dew made a smart move, because audiences are turned off by blatant product placement. Jeff Greenfield, a product-placement expert, says there's a "backlash that's happened with brands; it's not supposed to be in your face.'' Still, media experts aren't so keen on the idea of a company's bankrolling a documentary, with say over the final cut. "It's like going back to the 17th century, where you had to please the patron," says Mary-Lou Galician, head of media analysis at Arizona State University. "This is dangerous." But John Kaplan, a co-producer of the film, says that if the filmmakers "felt in any way they had to compromise, the whole thing would have been a wash,'' and there would have been no film. It seems the real danger was on the slopes.

12:07 AM  

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