Tuesday, May 22, 2007
When Marketing Is the Show
On the eve of the Transformers movie, it is appropriate to mention how marketing and entertainment are switching roles. Instead of product placement, welcome to the era of content placement.Last year Amazon developed a web show based on Bill Maher's talk show format called the Fishbowl that wrapped a program inside a promotion for books or videos on sale on Amazon. The format worked as Maher did his thing and the Amazon references were integrated well enough to not detract from the show. Similarly BMW hired filmmakers to create short programs highlighting its vehicles.
This year we have American Eagle Outfitters hiring Heroes and former Gilmore Girls star Milo Ventimiglia to direct web shows surrounding one of its stores. (Perhaps since Ventimiglia's character was apparently killed off last night's Heroes he'll do more directing.)
The "It's a Mall World" will run on MTV as well as on American Eagle Outfitters' website.
Audiences will determine when hucksterism crosses the line. To me, I'd rather know up front that a show was paid for by a company and then decide if its entertainment rather than sit through a TV show or movie with prominent Apple computers, Coke cans or Chevy Cobalts every few minutes. At least you know what you are getting into as a viewer.
Source: Hollywood Reporter.
Posted By John Gartner at 10:02 AM
Permanent Link: When Marketing Is the Show
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