Brand Integration
Brand Integration
Theatrical film: placement, featured, handled, consumed, mentioned
Scripted TV
Reality TV
Webisodes
DVD release
Sports (major leagues, NASCAR)
Retail Promotions
Brand Integration
In-store, Outdoor, Broadcast
Theatrical Film
Print, Mobile
DVD, in-pack and on-pack
Sweepstakes, Contests (Red Carpet, Premiums and Private Screenings)
Coupons and Free Standing
Inserts
Sponsorship and Licensing
Sponsorship and Licensing
Premieres: Step-and-repeat, parties
Retail, Publishing, Domestic and international quick service restaurants Premiums: T-shirts, plush, games, toys, action figures, collectables
COORS and ram PRODUCT PLACEMENT STRATEGY IN ‘YELLOWSTONE’
The upcoming season of Paramount Network’s “Yellowstone” promises Dutton family drama, Montana political intrigue—and plenty of Coors. The Molson Coors brand has extended its product placement deal in the show, which begins its fifth season on Nov. 13.
By E.J. Schultz. Published on November 09, 2022
The renewal comes as product placements rise in popularity with brands seeking more ways to gain the attention of viewers who are skipping ads, or not watching any ads at all on ad-free streaming networks.
Paramount runs ads—but Coors sees the show integration as a way to embed its brews within a show that fits its brand ethos. “This Western culture cowboy narrative has always been a part of our DNA. It was a very authentic partnership for us,” said Tracey Bien Schenck, senior marketing manager for Coors Banquet.
Coors, which began putting its beers in the show in 2018, has expanded this season’s arrangement to include “Yellowstone”-themed retail displays, while running a “Live Like a Dutton” sweepstakes that will send the winner and three friends on a trip to a Montana ranch. Coors is also plugging its partnership with the Western cowboy drama with digital ads on Facebook, Instagram and Twitter, as well as out-of-home ads and on e-commerce platforms.
Culminating in a record-breaking 3rd season with 7.6M watching the finale episode, Yellowstone became the most watched cable show of the year. Taking place on a working ranch, vehicles are an integral part of the show as the Dutton family runs their business.
FROM THE 13TH ANNUAL SHORTY AWARDS
Through season-long vehicle integration in-show, and custom content out of show, RAM Trucks were dressed with Yellowstone Dutton Ranch decal and woven throughout the season. To put a spotlight on the partnership they produced custom content using footage of the truck in-show along with soundbites from talent about their characters and storylines to run as a full takeover of a commercial pod during the season premiere episode presented with limited commercial interruption by RAM Trucks.
Yellowstone was Cable’s Most Watched Series of 2020 and RAM Trucks was front and center with its multi-platform sponsorship. RAM’s Stories from the Bunkhouse campaign garnered 43M total impressions across platforms 12M overall video views across platforms 35 sponsored social posts during campaign
How Chevy’s Camaro Changed With the ‘Transformers’ Franchise
The “Transformers” franchise has become just as much about the cars as they are about the shape-shifting robots. And no one has benefitted more from the exposure of their vehicles in the films than General Motors, with Chevrolet‘s Camaro enjoying a sales boost since the series hit the big screen in 2007.
Variety, By Marc Graser, Jun 26, 2014
“Being a part of the ‘Transformers’ franchise is an incredible way to showcase the design work of which GM is capable,” said Ed Welburn, VP of GM Global Design. “The global series gets our cutting-edge designs in front of more potential customers than we could through traditional methods.” “In all the ‘Transformers’ films, Chevrolet vehicles get to play the heroes,” said Tim Mahoney, chief marketing officer, global Chevrolet. “These movies have helped us get our vehicles in front of a younger audience around the world.”
GM saw a 10% gain in sales for yellow Camaros. The color typically accounts for less than 5% of any model’s sales. It also sold 60,000 Camaros in 2009, and would sell 80,000 in 2010, many of which were attributed to the “Transformers” films. The vehicle is also prominently featured in Universal’s “Transformers” theme park attractions, which Bay also helped develop.
up in the air
The integration of American Airlines and Hilton Hotels in the storyline would have cost an estimated $14.5 million, but instead the movie got to film at their facilities and the two brands received free brand exposure.
The American Airlines brand appears in the film 14 times and is the force that pushes Ryan to his dream of reaching 10 million frequent flyer miles. Scenes of Ryan cutting lines in airports, receiving preferential treatment while flying, and relaxing in the Admiral’s Club were all marketing tactics used by American Airlines to promote their benefits for consumer loyalty.
The Hilton brand appears in the movie 12 times and is the only hotel that Ryan stays at. He is a Hilton Honors Member, which allows him special benefits like not having to wait in line to check in and free wireless internet. Throughout the movie Hilton pushed their consumer loyalty packages, the elegance of their hotels, and their friendly customer service.
"bond, james bond"
Well, someone has pay for those sharp suits and top-shelf martinis. According to reports, Skyfall, features a whopping $45 million in product placement. That covered a huge chunk of the film's total production budget, playing an integral part in getting it made.
The Week: James Bond's record-shattering product placement: By the numbers
“Skyfall,” reportedly had more than a third of its budget covered by brand partnerships. Omega reportedly saw a 20x increase in sales of its Seamaster watch after Daniel Craig wore it in his first James Bond outing. In the month when the last Bond film, “Spectre,” came out in 2015, searches for Omega watches increased by a third and searches for Aston Martin jumped by 35% after they were both included in the movie.
The Dutch brewers reportedly paid $45 million for the product placement in Skyfall, which has helped to position the beer as a premium beverage. Whilst Heineken has enjoyed a partnership with the 007 franchise since 1997, Skyfall was the first time the international spy had sipped one on screen. That year, the brewers’ sales volumes increased by 5.3% and like-for-like volumes went up by 3.7% in Western Europe.
SOARING SALES MAKE WAYFARERS ANYTHING BUT A RISKY BUSINESS
Bausch & Lomb Inc. was ready to discontinue Ray-Ban’s thick-rimmed Wayfarers style sunglasses in 1981 before GQ, the men’s magazine, featured the sunglasses in a fashion article.
The Los Angeles Times, By Denise Hellene, Aug.. 7, 1988
The Wayfarers got another plug in the summer of 1983, when actor Tom Cruise wore them in the film “Risky Business.” That year, Wayfarer sales jumped to 360,000.
If that wasn’t enough to earn Cruise free shades for life, consider what else he did for the company. In 1986’s Top Gun, Cruise’s Pete “Maverick” Mitchell donned the aviators throughout the film. Once again, audiences wanted to emulate his look, and sales went up 40 percent. By 1988, orders for 4.5 million aviators were coming in.
Mental Floss: When Tom Cruise Saved the Ray-Ban Brand, By Jake Rossen, Mar 11, 2021