The New York Times features an article today on the power of aligning a brand with a hit show's characters.

A term we call "character marketing". **Disclaimer -we just made up the term but it seems to fit as the public knows little about the actors but "gets" the characters. Can you actually name 4 actors from Entourage?

The HBO series, which completes its third season on Sunday, is not a breakout hit, like its network siblings “Sex and the City” and “The Sopranos.” But the attractive cast, the glamorous show-business story lines and the show’s popularity among men have made “Entourage” — about the picaresque adventures of a young movie star and his posse — appealing to marketers.

Cast members like Kevin Dillon and Jeremy Piven are appearing in campaigns for brands like Diet Pepsi and Gap. Cingular Wireless and HBO produced “mobisodes,” mini-episodes for watching on mobile phones, that feature the cast. And Hyundai Motor America has introduced a minivan called Entourage (although the company calls it a coincidence).

The attraction of marketers to “Entourage” speaks to the continuous interplay between advertising and popular culture. From the so-called golden days of radio to the dawn of network television to today, successful shows have served as a talent pool for potential product peddlers.

Another example is the ABC series “Desperate Housewives,” which is returning for a third season on Sept. 24. Cast members like Marcia Cross, Eva Longoria and Nicollette Sheridan are being featured in campaigns for brands like Diet Pepsi, 7Up Plus and Vive from L’Oréal Paris.


Anonymous Anonymous said...

Reminds me of Sex and the city and Gap

8:28 PM  

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