Archive for January, 2009

John Lehr wanted to doing something different and funny that also had significant potential for product placements. When he was developing the innovative sitcom 10 Items or Less the role of product placements was central to his thinking because it would allow for an incremental revenue stream on top of traditional commercial time. As he tells iTVX.net he was “looking for an environment that was surrounded by products so it was conducive to product placement.” And unlike other shows who spend a great deal of time making sure everything about the placement is perfect, 10 Items or Less uses humor and the improvisational nature of the show to make the integration come alive. As Lehr says “we are working out how to pull it off without being tacky or craven”. The formula must be working because they have advertisers lining up.

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TNT is taking branded Integration to the next level. It has forged agreements with Dove and Rolling Rock to have those brands incorporated directly into the plotline of the new series Trust Me. By having the brands written directly into the plotline it’s possible to communicate much more about the brands message and objectives than through a normal integration.

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Online video after years of being a bit player on the web is set to transform the way business and consumers interact in the viral environment. Companies are turning to video to keep their employees and shareholders informed; to provide consumers with real how to videos to decrease their cost of customer service; deliver original videos promoting their brands and products and tapping UCG to form dedicated networks where users communicate through video. Will online video kill the static web? There is significant differences of opinion on that subject. However, everyone agrees that the growth of online video will dramatically change the way businesses and consumers view and use the internet.

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There are many companies today who offer product placement exchanges – Now we have a new startup called Todcast launching another product-placement exchange with a twist.  The twist is that this exchange will be only for on-line video.  The service allows marketers to list placement opportunities, the type of video they’re seeking and how much they will pay per thousand views. Producers can opt in by selecting a placement and sending a clip to Tadcast for consideration by the client.

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Is Branded Entertainment a better investment than couponing? Kimberly-Clark thinks so. Even in this economy their Room-a-Day Giveaway with “The View” is a far better investment than traditional couponing to reach their target audience of young mothers. In fact they are making this year’s integration their biggest yet by expanding in a big way into social and digital media. The forecast is for an increase in spending on branded integrations in 2009 and Kimberly-Clark experience is a great example of why.

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By iTVX Staff

Kara DioGuardi made her debut as the fourth permanent judge on American Idol and while she seemed to fit into the mix seamlessly she also quickly set herself apart from the rest of the judges by being the first judge to ever call a contestant a “bi•••”. She also remembered a very important part of the judges job, drink out of the Coke glass on cue. To read more about her debut, click here

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Looking to capitalize on the projected growth of money spent on Brand Integrations in 2009, Endemol created the new position of Global Head of Marketing and Brand partnerships and hired Paul Johnson to fill the role. The goal is to build close relationships with global brands to increase the amount of branded content activity across their line-up of shows.

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Foster’s is finding that original web programming is able to deliver very unique programming that appeals directly to their target consumer. They have signed an exclusive agreement with Heavy to become the exclusive sponsor of two new original series premiering on Heavy.com

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 Looking to add a positive spin to some tough times, Dunkin’ Donuts today launched its new “You kin’ do it” ad campaign. The chain, which is continuing its expansion West of the Mississippi, has pledged in excess of $100 million to promote its new motivational messaging.

The ads, created by Hill, Holiday, Boston, celebrate people’s everyday accomplishments with messaging like “you kin’ shovel out that driveway” and “you kin’ pass that exam.” The tagline “America runs on Dunkin’” continues.

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Yangaroo said Tuesday the United States Patent and Trademark Office (USPTO) has granted allowance for patent application No. 10/431,854 titled “Content Distribution System and Method” which covers a method of distributing digital content, such as music and advertising, over the Internet where the content provider selects access privileges and release specs.

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