Archive for the 'Product Placement' Category

02
Dec
09

TV shows about salad dressings and lipstick? Welcome to the (advertising) world of Webisodes

Product placement has existed for years. Companies pay big money to get their product placed in a movie or TV show. The blockbuster hit “New Moon” has a Burger King bag precisely placed in the middle of a scene, and “American Idol” may as well be called “Coca-Cola’s Idol” with the grotesque amount of product placement on that show.

But what happens when the entertainment outlet doesn’t exist for your product? You call in the advertising agencies that know how to get creative, and then you create your own entertainment outlet. Welcome to the world of Webisodes.

According to Wikipedia, “A webisode is simply a web episode – collectively it is part of a web series, a form of new medium called web television that characteristically features a dramatic, serial storyline, where the primary method of viewership is streaming online over the Internet. While there is no set standard for length, most webisodes are relatively short, ranging from 4–15 minutes in length.”

Stuart Elliot in a New York Times article writes, “Webisodes — part of a trend called branded entertainment — are growing because marketers feel compelled to find new methods to reach consumers in an era when the traditional media are losing eyeballs, ears, hearts, minds and perhaps other body parts to the Internet.”

Webisodes are being created to advertise everything from makeup to cleaning products and salad dressings. And, like most advertisements that run when and where the target audience is viewing, Webisodes are being placed on specific Web sites that reach the most appropriate audience. Hidden Valley Ranch Webisodes, for example, star Jenny Garth and will be featured on ivillage.com starting this January. I personally like Jenny Garth, the new queen of Webisodes, but I hope the “entertainment” is strong since I can’t really get my head around being interested in ongoing mini-shows about salad dressing.

A Webisode currently getting plenty of attention is Maybelline’s “The Broadroom” (also starring Jenny Garth). Episodes for your entertainment are below.

What do you think? Are Webisodes the new marketing platform that will get your attention? Not cheap to produce, are they worth the cost? What products would you like to see in a Webisode?

17
Jul
09

Did you get the Virus?

So this a great little video..that you’ve probably already seen as it seems that most of the world has.

This video was emailed to me on Wednesday and by the time I emailed it around myself, 2-3 hours later, almost everyone I sent it to had already seen it.

This is a great example of how a little idea and a great little feel good story…and babies always sell…can go around the world in an instant.

So let’s get to the numbers:
12.5million views on YouTube :: as of today
The making of the video even had 1,533,659 views!

Did you notice the classic roller skating scenes from some movies in the ’70s and 80’s? ie. the jumping on the fence scene.

Not a bad site to cross-promote it and you know you’ve gotta have a Facebook page too.

Enjoy!



30
Apr
09

General Mills…to disclose or not to disclose?

General Mills is now using a blog-influencing campaign to encourage over 900 bloggers to try their products and blog about them. The network, MyBlogSpark, is distributing free product samples for the group to try.

genmillsblogsparklogo

Brandweek’s Brian Morrissey mentioned in his article that, “The company (General Mills) suggests bloggers inform readers they receive products for review, although that is not a requirement for participation in the program. It does not compensate the bloggers in any other way, according to David Witt, brand public relations manager for the company.”

Moving forward, I think corporations reaching out to influential bloggers is a good strategy. However, as we made clear in our previous post (CARNIVAL) it is vital that these bloggers clearly disclose the nature of their relationship with said corporation.

At the present time, General Mills does not have a policy like this in place. I feel they should require their members to disclose their relationship in order to participate in the network, instead of taking advantage of the FTC’s sluggishness in putting forth legislation that addresses this issue.

What are your thoughts on bloggers disclosing their relationships with corporations?

18
Feb
09

Disney Places Product In Its Small World

Disney’s most famous attraction, It’s a Small World, has been retrofitted to include Disney characters throughout its different nations.

WalletPop posted an article yesterday and I have to say it shocked me. I went with my family to Disney World last summer and was amazed at how this ride, more than 20 years after I first went on it, was still able to humble me and make me think about the world’s different cultures. For ten minutes, I sat in silence and found myself in a Zen-like state.

Had I seen Pinocchio hanging from string inside one of Italy’s towers, I am sure the spell would have been broken.

Check out WalletPop’s full-length article, which includes a video of the updated ride. As for you, Disney, thanks for filling our small world with more of your product placement. Was the rest of the park just not big enough for you?




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