J-Lo On Stage At AMA's In Fiat 500
The fact that I'm blogging about this, some people would say that's success for Fiat. Not so fast... Let's delve into this integration further!
First of all, I question Fiat's choice of having J-Lo be their primary spokesperson. Don't get me wrong, she's at the peak of her career right now (very high consumer recognition), but I'm not sure she's the right fit for the brand. Anyway, that's a discussion for another day. Looking at the integration on Sunday, I would have to say it was definitely over the top and not effective.
Why, you may ask? When it comes to brand integration and product placement, you want the consumer and expert reaction to be positive. If people are talking about an integration, you want the discussion to be a favorable one. The NBC series Seinfeld is a great example of how to make over the top brand integration's seem ok. When you are strategic about it, weaving it into the storyline and using humor, it becomes a "win, win" situation for the advertiser and consumer. Seinfeld was great at this, so consequently consumers did not feel that brands were being forced down their throats. Sunday night at the AMA's? Definitely not strategic, definitely not integral to the storyline and definitely not funny!
J-Lo Performing At AMA's
You can click on the link about to watch her performance on the show if you haven't already. Having the Fiat on stage was nothing more than a blatant integration that did nothing to move the brand forward (and it didn't help things that J-Lo could not get the door open to get in the car). The car was a useless prop that most people saw as an excessive plug for the Fiat brand. Fiat was already an advertising partner (several commercial spots) for the ABC telecast, and the integration I'm sure was sold as "added value" for the brand. Unfortunately, in my opinion, some of the value that had been established for the Italian car makers re-entry into the US market was diminished on Sunday night.
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