Tag Archives: Product placement

Subway Wins Big on Product Placement

If a brand wants to get a customer’s attention, marketers know that there is no substitute for showing the customer how a product fits into real lives in the real world. And to show a lot of prospective consumers this at one time, brands need to show them the product on a large scale such as in a television show or a movie. This can be globally, not just in the U.S.

Take Subway’s experience in South Korea. South Korea prevents TV stations from inserting commercial breaks into programs. This limitation has caused many companies to get very creative in how they showcase their wares. As a result, Subway has placed its products, stores, and logos in at least 17 different shows. And, when the shows eventually get released on Netflix, millions more viewers will see Subway product placements.

A U.S. show, Cobra Kai, began on YouTube but moved to Netflix distribution last summer. The product placements in that show reached consumers who don’t usually watch network TV, but will stream shows, where advertising is either scarce or expensive. Top product placements on Cobra Kai were Coors, Mercedes Benz, and Dell.

Product placement has grown to more than $10 billion a year in the U.S. as brands search for new ways to reach consumers. Streaming is now estimated to account for nearly 25% of total TV viewing. While there are times that the product is very noticeable (such as BMW cars in James Bond movies), there are many times when products are used subtly (but still get our attention).Companies that are able to get their products shown on the big screen – or even a small screen – bring their products to the attention of millions of viewers, all of whom have opted-in to watching a show or movie.

What products catch your eye?

Group Activities and Discussion Questions:

  1. Discuss product placement as a promotional tactic.
  2. Show BEN website: https://ben.productplacement.com/
  3. Ask students to name their three TV shows and/or movies that they recently viewed.
  4. Next, ask them to name at least three products that they can recall seeing in the show. Were those products there by accident?
  5. Show a video clip of one of the TV shows or movies. Most clips can easily be found on www.hulu.com, www.youtube.com, and other sites.
  6. Divide students into teams. Have each team choose two products they would like to have placed in a TV show.
  7. How would these products be incorporated? What is the desired result?

Source:  AdWeek; Media Daily News; New York Times

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Product Placements on the Screen

If a brand wants to get a customer’s attention, marketers know that there is no substitute for showing the customer how a product fits into real lives in the real world. And to show a lot of prospective consumers this, brands need to show them the product on a large scale such as in a television show or a movie.

Product placement might not be an official component of the four 4Ps (product, price, promotion, place), but maybe it’s time to add it as a fifth P. While there are times that the product is very noticeable (such as BMW cars in James Bond movies), there are many times when products are used subtly (but still get our attention).Companies that are able to get their products shown on the big screen – or even a small screen – bring their products to the attention of millions of viewers, all of whom have opted-in to watching a show or movie.

Some recent placements where the products were included as a part of the show include Apple iPhones on Fox’s “9-1-1,” Anheuser-Busch beers in Netflix’s “House of Cards,” Lavazza coffee on “Comedians in Cars Getting Coffee,” Flaming Hot Cheetos in “Orange is the New Black,” and Pepsi in “Empire.”

Is it worth the cost to marketers? Considering that the average 30-second commercial can easily cost several hundreds of thousands of dollars, then several seconds of airplay of the product in use can easily recover the costs.

What are you seeing on the screen?

Group Activities and Discussion Questions:

  1. Ask students to name their three TV shows and/or movies that they recently viewed.
  2. Next, ask them to name at least three products that they can recall seeing in the show. Were those products there by accident?
  3. Show a video clip of one of the TV shows or movies. The clips can easily be found on hulu.com, www.youtube.com, and other sites.
  4. Divide students into teams. Have each team choose two products they would like to have placed in a TV show.
  5. How would these products be incorporated? What is the desired result?

Source:  Fleck, A. (9 August 2018). 6 product placements on TV so good you didn’t realize you were being sold something. Ad Week.

 

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Was The Force with You? Columbia’s Star Wars Jackets

The newest movie in the Star Wars franchise is now in theaters and fans can’t get enough of the series of popular movies, or the Star Wars’- related products. The products are flying off the shelves as if they were under control of The Force. We are particularly sad to report that Columbia’s exclusive Star Wars-themed Echo Base outerwear collection sold out within minutes after its release! (Cross that one off your Christmas shopping list.)

Columbia released three jackets based on those worn by Luke, Leia, and Han while on the icy planet of Hoth. Luke’s jacket was designed to be “warmer than a tauntaun.” Han’s jacket reminds us to “Never tell me the odds.” And with Leia’s jacket, “May the force be with you.”

The company made only 1,980 coats (Get it? 1980 was the year of The Empire Strikes Back release) and they sold out online almost immediately, with very few left in stores. According to Columbia, the Luke jacket sold out in 5 minutes 22 seconds; the Han parka in 6 minutes 23 seconds; and the Leia jacket in 7 minutes 05 seconds. Not quite hyper-drive speed, but pretty darn fast nonetheless.

Columbia said the jackets were “built to withstand freezing temperatures on Hoth or other galaxies closer to home.” Unfortunately for fans, there are no plans to create more jackets.

Never underestimate the power of The Force, or a limited release.

Group Activities and Discussion Questions:

  1. Discuss the power of entertainment for marketing products.
  2. Poll students. What products related to movies or shows can they recall? Have they bought any of these?
  3. Show Columbia’s Star Wars-themed site: https://www.columbia.com/starwars/
  4. Discuss why the product sold out so quickly? Who was the target market? What role did exclusivity play in the sales?
  5. Should Columbia make more of the jackets?

Source:  Griner, D. (2017, Dec. 8). Columbia created a line of Empire Strikes Back’ jackets and sold out in minutes. Adweek.

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