"You know they paid a lot of money for that placement." "Can you believe how blatant that placement was?" "I can't believe they did that, it's like watching a commercial." As a brand using product placement and brand integration as a key part of your marketing strategy, those are comments you never want to hear. The reality is consumers will have their opinions, whether justified or not. When it comes to "over the top" entertainment marketing, sometimes I definitely agree with them. So how can you avoid these types of consumer reactions?
Before signing on the dotted line carefully evaluate the production, talent, story line and integration opportunity. Try not to get caught up in "how much exposure" you are going to get or how long your product will appear on camera. Look at the opportunity objectively and discuss it throughly with your marketing team. Does it seem over the top? Will my brand fit within the context of the story line? Does it seem organic, meaning your product is a necessary component vs. and "add on" that actually interferes with the plot.
Be sure to take your time before making a decision on any major integration opportunities that cross your desk. Consult with industry experts who understand the process and have experience with all forms of placements and integrations. Negative consumer reactions to your entertainment marketing efforts can be more damaging than you think.
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