We all know you get what you pay for, right?! Does that apply to brand integration in Hollywood productions? It depends...
There are so many things that factor into a good brand integration. Is the project the right fit demographically for the brand? Is the integration organic (seamless fit with the storyline) or forced (consumer reaction: they paid big $$'s for that)? Can the released date of the property be leveraged to create incremental sales? Is the studio or production company just looking for a straight fee or a partnership involving a co-branded cross promotion? These are a few of the many questions and considerations that must be addressed when considering brand integration in movies, television shows and music video productions.
It really isn't as simple as "the more you pay, the better the integration." Brands need to thoroughly evaluate every opportunity and determine potential ROI before moving forward. Can you get more by spending more? Yes, but more of what? If a brand partners with a project that does not sync with their advertising and branding strategies, they could be throwing their money away.
Take brand integration opportunities seriously. Hire an agency or an entertainment marketing expert to review potential opportunities before opening up the checkbook!
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