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Later today (Aug. 18), the NBC Universal Digital Studio will premiere its first original web series entitled Gemini Division, a 50-episode webisode series that integrates brands throughout the series. Cisco, Acura, and UPS are all featured in episodes as well as presenting sponsor Intel. The latter highlights Centrino 2 processors. Cameron Death (helluva last name there), VP of NBCU Digital Studio, tells Madison+Vine/Advertising Age that the series’ “content partners” will be integrated into four episodes each week (Monday through Thursday). Each episode is about five minutes each. Personally, we see the show as an amazing opportunity. If the show is successful, it’ll translate to similar series that are heavy on product integration.
Pineapple Express, the stoner comedy starring Seth Rogen and James Franco, is struggling in the box office following a strong opening last week. That said, a new online promotional campaign was launched by Sony Pictures that boasts being the very first high definition video ad to appear on YouTube. The ads were created by AvatarLabs. Mobile ringtones as well as online games based on the film are also available. With YouTube going HD it can only lead to bigger and better things. Product placements featured in the clips will surely benefit - if the quality’s better, so will the integration.
Kmart found a clever way to get its new Fall clothing line into the public eye – it ensured it was worn by some of the most popular people on TV. The retailer teamed up with US network The WB with a cross-promotion that put Kmart’s clothes on TV and cast the stars of WB’s new schedule in Kmart’s TV ads and on its in-store merchandising material.
This reciprocal deal was part of an estimated $60m advertising campaign for the retailer aimed at 12-24-year-old viewers (a key demographic for The WB). The campaign picked stars from different shows to highlight different ranges of clothing. The team from One Tree Hill promoted Kmart’s Thalia line of women’s apparel, while actors from 7th Heaven and Reba pushed the retailer’s Route 66 casual clothing. The tie up also included new shows with Blue Collar TV and Summerland.
The Ford Motor Company hasn’t had a great business year but it is still the No. 1 company at the movies.
For the third consecutive year, Ford has won the annual Brandcameo product placement awards, given out by Brandchannel.com to the companies that are the most successful in getting their products featured in films.
According to People.com, Michael Phelps will appear on Kellogg’s Corn Flakes boxes as well as special edition boxes of that cereal as well as Frosted Flakes. One would’ve figured the gold medalist would’ve ended up on Wheaties but his agent Peter Carlisle said that’s not happening.
Nails on a chalkboard anyone? This Labor Day, Universial is releasing a special sing-along version of its smash musical Mamma Mia! The “Sing-Along Edition” will hit select theaters and will feature the lyrics to ABBA tunes during each number. Thus far, the Meryl Streep/Pierce Brosnan film has grossed over $116 million domestically. The special edition is sure to add to that tally.
By iTVX Staff
According to Adweek, M3 Television has created branded interstitial programming unit to make on-air branded entertainment campaigns. M3, a video and online production company, is said to be looking into subtle ways to integrate products into its content.
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Globeinvestor.com sheds light on an interesting Olympic tidbit. More and more athletes are promoting McDonald’s during the games. In an article yesterday, it points out how Usain Bolt, a Jamaican sprinter, finished up his race by eating Chicken McNuggets. He’s not alone. US swimmer Ryan Lochte told NBC he’d eaten McDonald’s almost every meal. It doesn’t end there. According to McDonald’s, the promotion and endorsements (read here for more) were not sponsored by them. The article says different, noting how the fast food giant spent as much as $70 million to become the official restaurant of the Olympics-so it could be seen in the background very often during coverage. Coincidence? What do you think?
NBC’s Beijing Olympics may be losing a bit of steam in terms of viewership, but this has done nothing to hurt additional advertising sales, as the network has raked in another $15 million since the start of the games.
On Monday night, August 19–the first night after the high-profile swimming events concluded–NBC earned a still-strong 15.8 rating/26 share in household data, down 8% from its 10-day average of 17.2 rating/30 share.
For many Olympic swimmers in Beijing, Speedo LZRs have helped produce record times. For winning advertisers during the Games, the key ingredient is proving to be emotional ads.
