Commercial ad spots have featured a wide variety of celebrities for years. From Bill Cosby promoting Jello to Michael Jordan for Nike (as well as Hanes & Wheaties) and William Shatner for Priceline, brands have relied heavily on high profile stars to help sell their products. These paid endorsements have and continue to create incremental sales for brands. But what about those "implied celebrity endorsements" via movies, television shows, music videos and web series?
In most cases, you can take the "implied" out of the equation. Most consumers watching a TV show or movie is not thinking that the relationship between and actor and a specific product is implied. Once the actor is hands-on with the brand or it is an integral part of the story line, most consumers interpret it as an endorsement. In a nutshell, that is the business of brand integration and product placement. Get your products in the hands of top celebrities on-camera, creating millions of consumer impressions, brand credibility (sometimes referred to as "street cred") and incremental sales (aka ROI). The beauty of it is that branded entertainment is much more cost effective than hiring talent and purchasing ad time.
We live in a world built on branding. Brands are developed and shaped in response to culture, a culture that is heavily influenced by celebrities and luminaries.
In most cases, you can take the "implied" out of the equation. Most consumers watching a TV show or movie is not thinking that the relationship between and actor and a specific product is implied. Once the actor is hands-on with the brand or it is an integral part of the story line, most consumers interpret it as an endorsement. In a nutshell, that is the business of brand integration and product placement. Get your products in the hands of top celebrities on-camera, creating millions of consumer impressions, brand credibility (sometimes referred to as "street cred") and incremental sales (aka ROI). The beauty of it is that branded entertainment is much more cost effective than hiring talent and purchasing ad time.
We live in a world built on branding. Brands are developed and shaped in response to culture, a culture that is heavily influenced by celebrities and luminaries.
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