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PRODUCT PLACEMENT

PRODUCT PLACEMENT. RUSSELL S. WINER STERN SCHOOL OF BUSINESS. WHAT IS PRODUCT PLACEMENT?. PUTTING BRAND NAME ITEMS AS PROPS WITHIN THE CONTEXT OF A MOVIE, TV SHOW, MUSIC VIDEO, VIDEO GAME, ETC. HISTORY.

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PRODUCT PLACEMENT

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  1. PRODUCT PLACEMENT RUSSELL S. WINER STERN SCHOOL OF BUSINESS

  2. WHAT IS PRODUCT PLACEMENT? • PUTTING BRAND NAME ITEMS AS PROPS WITHIN THE CONTEXT OF A MOVIE, TV SHOW, MUSIC VIDEO, VIDEO GAME, ETC.

  3. HISTORY • FIRST SUPPOSEDLY OCCURRED IN THE EARLY 1950S WHEN GORDON’S GIN PAID TO HAVE KATHERINE HEPBURN IN THE “AFRICAN QUEEN” THROW ITS PRODUCT OVERBOARD • P&G’S SOAP OPERAS STARTED IN THE 1950S • PICKED UP STEAM IN “E.T.” WITH REESE’S PIECES

  4. MORE RECENTLY… • “RISKY BUSINESS”: RAY-BAN SUNGLASSES • “YOU’VE GOT MAIL”: AOL, APPLE, IBM, STARBUCKS • “CAST AWAY”: FEDEX, WILSON • “JERRY MAGUIRE”: REEBOK

  5. “NIKE TRAINING CAMP” ON COLLEGE SPORTS TV (CABLE) • FINALE OF “FRASIER”: MILANOS COOKIES (PEPPERIDGE FARM) • STARTING TO APPEAR ON CHINESE TV SHOWS

  6. THE DEALS • IT SIMPLY HAPPENS • IT’S ARRANGED AND THE PRODUCT SERVES AS COMPENSATION • IT’S ARRANGED AND THERE IS FINANCIAL COMPENSATION (FOR THE MOVIE PRODUCERS)

  7. WHY THE UPSURGE? • RISING PRICES OF TRADITIONAL MEDIA • LOSS OF CONTROL BY ADVERTISERS • NEW PHILOSOPHY OF MARKETING • BLURRING DISTINCTION BETWEEN ADVERTISING AND ENTERTAINMENT • CREATING GRASSROOTS TRENDS (“BUZZ” MARKETING)

  8. CASE: INTRODUCTION OF THE BMW Z3 (1995)

  9. BMW/MGM DEAL ON “GOLDENEYE” • NOVEMBER, 1995: • CENTRAL PARK LAUNCH EVENT • TONIGHT SHOW APPEARANCE • RADIO DJ PROGRAM • FILM PREMIERE • MARCH, 1996: FIRST CARS AVAILABLE AT THE DEALERS

  10. GOALS OF THE LAUNCH PROGRAM • BUILD EXCITEMENT • REJUVENATE BMW BRAND • TRANSFORM BMW IDENTITY • EXPAND BRAND FRANCHISE TO YOUNGER BUYERS • REVITALIZE DEALERS

  11. OUTCOME • GOLDENEYE RAKED IN $335 MILLION WORLDWIDE • TRAFFIC TO THE BMW WEB SITE TRIPLED • AD RECALL (TV, PRINT: 40% OF BUDGET ON “TRADITIONAL” MEDIA) WAS 44% • 9,000 Z3S WERE PRE-BOOKED BY 12/31/95 VS. 5,000 PROJECTED • DEALERSHIP TRAFFIC INCREASED

  12. HOW DO WE EVALUATE IT? • MOVE AWAY FROM BRAND ATTRIBUTES TO BRAND “PERSONALITY” OR FROM “ULTIMATE DRIVING MACHINE” INTO “SEXY, WEALTHY, EXCITING” • CAN WE MONETIZE PLACEMENTS?

  13. WHAT ARE THE RISKS? • LOSS OF CONTROL • DIFFICULT TO MEASURE IMPACT • UNCERTAINTY IN HOW MEDIA VEHICLE WILL BE RECEIVED • NEGATIVE PUBLIC REACTION TO SUCH MARKETING EFFORTS

  14. SUMMARY • MARKETERS ARE LOOKING FOR NEW WAYS TO COMMUNICATE WITH CUSTOMERS • MORE MONEY INVESTED IN “NON-TRADITIONAL” MEDIA (SEE ALSO WWW.BMWFILMS.COM) • … BUT, NON-TRADITIONAL MEDIA NOT GOING AWAY ANY TIME SOON

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