Posted by: David Kiley on September 29, 2005
Talking to various product placement and brand integration specialists this past week leaves me with the conclusion that we will be seeing more product placement in scripted venues. Unscripted shows, sometimes incorrectly called “reality shows,” like the Apprentice and Survivor have been willing canvases for marketers to sledgehammer their brands into programming, but I’m told that scripted TV is really where marketers want to increase their presence.
And so, from my e-mail box this morning:
“Dear David- Tonight at 8:30 p.m. a new SUBWAY sandwich called “Chicken Parm,” will have a cameo on the premiere episode of Will & Grace which airs live. During this episode, it will come to light that Karen’s maid Rosario has been hiding Karen’s husband and sustaining him with Chicken Parm subs. This will be the first time that SUBWAY will use product placement to introduce a new product. While product placements on sitcoms is nothing new, generating “buzz” by launching new products on TV could be the start of a new trend toward companies using product placement as part of a larger integrated launch. In SUBWAY’s case, this tactic will be combined with an advertising campaign that kicked off this Monday. (Last year, Procter & Gamble became the first company to ever launch a new product on a TV show when Crest Refreshing Vanilla Mint toothpaste was featured in an episode of “The Apprentice.”)”
If I’m home, perhaps I’ll tune in for a few minutes to see how good or bad the integration is. Or, perhaps I will record it with my digital video recorder, so i can tune out the ads i don’t want to see…which is most of them. Oh, wait….the ads are in the program now.