Monday

Hard Cover Product Placement

Beinggirl.com & Cover Girl have struck a marketing partnership with the publishers of "Cathy's Book," in which the Cover Girl product is integrated organically into the story. The story is about an aspiring artist who is trying to find out why her boyfriend broke up with her.

The authors, Sean Stewart and Jordan Weisman, had already written “Cathy’s Book” when their agent showed the manuscript to Maurice Coffey at Procter & Gamble (who own Cover Girl).

Although we have found very little activity in the world of adolescent hardcover product placement, this book, aimed at female adolescents, could raise serious questions about the target audience.

Beinggirl.com will begin promoting the book in banner ads on the site in August, with links to cartoons drawn by Cathy's character. Will the audience embrace this story and its product or will parents pressure the marketer to stop?

0 Comments:

Post a Comment

<< Home