Think about what we do when an ad comes on telly, you skip past it, watching online – adblocker. We don’t need to look at ads any more, so you’d think, but product placement or as they like to call it now “brand Integration” is the future of advertising. The industry itself is thriving and brand integration is now a billion dollar industry on its own. Although the concept dates back to Marx Brothers days, the industry is growing as never before. Traditional advertising, such as slots prior to a film, are considered less targeted and by their direct nature, less likely to persuade an audience to purchase the product. It’s actually us as advertisers that are trying to get rid of the term product placement, we’re trying to move it to brand integration, which if you think about it, makes the product more important and seem more central to the film. Chantal Rickards, head of programming and branded content at advertising agency MEC points to why the rise in brand integration. “When people are enjoying themselves, they are much more receptive to commercial advertising, provided that doesn’t interrupt the flow of the entertainment.” Stacy Jones, CEO of the entertainment marketing agency adds that product placement could positively affect a brand’s search engine marketing if the brand develops a program promoting its integration, such as through banner ads, digital ads, and key search terms. So basically with movies like James Bond, Transformers Spiderman and for products like Coca Cola, Apple or Nike, integrating a product or brand now seems like the new avenue forward. As Fergus said earlier, think of the Simpsons, where Mr Burns turns straight to the camera and tells people how Rupert Murdoch, head of Fox, is a “beautiful man” not a movie, but still classic.
If you are a frequent reader of our little blog here then i am sure you are well versed in the art of product placement! But what exactly is reverse product placement? Reverse product placement occurs when a company starts creating products in real life to match those seen in a fictional setting.This has happened in movies and TV series alike. The way it works is that a fictional product created for a movie or television series gains such popularity, that a company sees an opening to exploit this product and make it in real life. there a few obvious and not so obvious examples today. One of the most famous examples of reverse product placement comes from the much loved movie Forrest Gump, in the film Forrest and his friend bubba dream of setting up a shrimp company together and wouldn’t you know someone saw this as an opportunity
to set up a chain of restaurants and name them after the lovable duos dream, here you can see one of their viral ads
Another example of this phenomenon is from the movie ”Drive” Ryan gosling plays a super cool yet misunderstood driver who by day is a stunt man but by night is a getaway driver for hire! in this movie Gosling sports a super cool scorpion jacket, this movie recieved such a cult following that a clothing company decided to replicate the jacket and sell it online, heres where you can actually buy it http://www.shop-steady.com/Drive-Mens-Replica-Racer-Jacket-p/drive001.htm”>”Goslings Jacket”. As a movie by itself i highly recomend giving it a watch!
But this reverse product placement has worked in telivision as well, examples include the much loved television series the office (the american version), the creators of the show struck a deal with office supplies company staples to sell Dunder-mifflin branded paper! Last but definitely not least is one of my favorites from the Simpsons. Homers beer of choice ”Duff” has become a real beer that you can purchase in selected off-licences, and yes i have tried and its not bad, it has more of a novelty quality to it but hey its drinkable! so next time you see a product in a movie or tv series you like, keep an eye out it might just be on your shelves!
Fergus Finlay O’ Donnell