By Brian He and Lee Li(Group 178)
We’ve moved from the age of interruption to the age of engagement- Cindy Gallop
Do you like to see a movie in the cinema or house? Do you want to be a person like James Bond or Miranda Priestly? Do you ever consider to buy a product because of a film? It is the charm to customer that product placement make a deeply impact in our brain.
007 series probably is the most successful case in product placement, Aston Matin, Lotus Esprit, BMW, OMEGA and etc, those brands become a key factor in the 007 series movie. Audiences can clearly see brands image, logo even features, you maybe feel the role profession, status and attitude from those brands which result in the James Bond becoming James Bond. Being a common audience, I completely accept the product placement like that, and those brands is a necessary part for 007 series, also become a continued tradition in the film culture.
Those brands make a huge profit from the product placement, BWM company increase more than 240 million value of automobile after the Golden Eye. OMEGA create a series of watch products according to 007 film. All the watches in the 007 can find in the official website with giant poster. The impression in the film provide an opportunity that audience become a James Bond by those brands.
More visual example is the film named as The Devil Wears Prada. It is just an advertisement for luxury brands. Although the director doesn’t show any brand name in the film, the audience especially female is too sensitive to research the product in the film. Increasing the lighting, expression and other features, the product presents a gorgeous impact to customer. You maybe buy those products in brand store unconsciously, actually you accepted and maintained those information from the film, and customer will prefer to buy those product because of the film.
The successful product placements have a similar way, those brands and film are a customer fit between the film targeting and brand targeting. Those products also should accord with the role image, I guess James Bond certainly doesn’t want to eat the KFC in the truck.
- Do you think customer whether to affect by product placement directly or not?
- What is the advantage for product placement comparing with advertisement?
resources:
https://ravesimone.wordpress.com/2012/05/04/product-placement-the-devil-wears-prada/
http://www.luxurydaily.com/strategic-product-placement-in-media-can-influence-brand-perception/
http://adage.com/article/news/global-branded-entertainment-trade-group-formed/41527/
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