The successful implementation of “Character Marketing” can help marketers minimize their entertainment integration risks while maximizing their success potential.

Why? Because there is no guarantee of “expected success” on any entertainment project.

For example, “Snakes on a Plane” had huge word-of-mouth buzz but didn’t deliver at the box office. Who would have known that Mel Gibson’s (ha ha ha) “Passion of the Christ” would have been one of the biggest movies ever? Could you have predicted that “Titanic” would have grossed over $1.8 billion or that “My Big Fat Greek Wedding” would make Windex into a celebrity product?

So what can marketers do to protect their investments (investments = $$, time, resources, company standing & ego)?

They can pick projects with characters and themes that fit their marketing strategies. For example, in our last post we discussed how GAP and Pepsi have aligned themselves with stars from the hit HBO show, “Entourage”. So, hypothetically, if the show was a flop….the character’s attitude, looks and fashion would still be of value to the brand.

In another example, Will Ferrell’s character in the NASCAR themed “Taladega Nights” is featured in Sprint stores (if Will likes the phone, we’re sure you will like it too). Life-sized cutouts of Will are sure to sell a phone or two right? The fact that he also took his “character marketing” onto the late night talk circuit is a testament to his relationship/deal with these marketing partners. His branded race suit is a great illustration of using star power before audiences have their box office vote.

Sam Waterston has taken his good-guy persona from “Law & Order” to pitch TD Waterhouse. The fact that his “character marketing” brand has meant so much to his loyal audience is not lost on the trading company’s ethical claims in their commercials. He replaced former L&O castmate Steven Hill as TD's spokesman so the show is also historically aligned with the brand. If it is good enough (or honest enough) for the District Attorney of New York, then it must be honest enough for you.

So what can we learn?

Before you finalize your entertainment marketing partnerships make sure that you are maximizing the role of “character marketing”. So even if the film is a flop, you still will have a job.


Anonymous Anonymous said...

Similar to marketing with sports celebrities

9:16 AM  

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