Leveraging brand integrations in movies and television shows has become more prevalent over the past several years, as brands look to maximize their involvement with entertainment properties. But what about opportunities where your product is not a good fit for integration in the project? Is brand integration necessary for creating successful cross promotions?
Absolutely not! A good cross promotion will stand on its own, not dependent upon your brand being an integral part of a movie or TV show. First and foremost, you need to clearly define your objectives in relation to the property and pending co-branded promotion. Are you looking to create incremental sales? Is lead generation (capturing consumer data-email, address, etc.) important? Do you want to create more brand awareness or maybe even leverage the entertainment property to secure a larger retail presence? Once your objectives clear, you can then proceed with negotiations, letting the studio or production company know exactly what you are looking for.
As long as you stay true to your objectives, you will be able to create successful promotions totally independent of product placement and brand integration programs.
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