Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Ambush Marketing Amongst Cosponsors?
I was watching the NBA Slam Dunk contest on Saturday night when Blake Griffin made his event-winning dunk over a Kia Optima. It got me wondering – can a cosponsor ambush another cosponsor? Kia appeared to receive the most post-event buzz on the twitter-sphere despite Sprite being the event title sponsor and newspaper/website headline pictures all featured Griffin’s dunk over the car. Yet, was this necessarily a bad thing for Sprite?
Filed under: ambush marketing, automotive, product placement, soft drink, sports, activation
The People Magazine Reading Room. Really?
I’m a sucker for makeover shows. Whether it’s a person, a home, or the latest edition of schools, if I see one on TV, nine times out of ten I’m going to watch it.
Filed under: branded entertainment, entertainment, product placement, backlash
Authenticity in Sponsorship: Does Keeping it Real Need A Reality Check?
This past Saturday night, my husband bet me 15 bucks to ask Anthony Bourdain whether his Chase Sapphire product integration deal cost him his soul.
He needn't have made that bet. Tony launched into it within the first five minutes of his storytime/stand-up/Q+A concert Saturday night at The Chicago Theatre. (For those who don’t know his work, Anthony Bourdain is the chef/author/badboy foodie/world traveler who has a great show on Travel Channel called No Reservations emphasizes finding the authentic experience of a place.)
Filed under: branded content, cause marketing, digital media, entertainment, new media, non-traditional categories, product placement, backlash
“As Seen On TV:” Sponsorship Lessons From Snuggie and Friends
There’s an aisle in just about every Walgreen’s and CVS in the US that my friends and I like to call the “Cheesy TV Aisle.” It’s that awesome aisle where you can learn everything from how to “set and forget” your way to a perfect roast, “bump it” to give your hair that sexy volume and “sham-wow” yourself out of a mess. To date, I’ve used this aisle primarily for two reasons: to kill time while my prescriptions are being filled and/or as a great place to pick up gag gifts for care packages for friends. Here’s the really funny part about all of this: three of these said, “Cheesy TV Aisle” products either have posted or are on target to rake in sales of $300 million or more. (And that is the sound of my jaw hitting the floor followed by the sound of me slopping down a serving of humble pie).
Filed under: branded entertainment, digital media, entertainment, new media, product placement, retail, selling, activation
For Better or Worse, Sprint Gets “Real” on the Product Placement Front
I have no problem admitting I love partaking in some Real Housewives of Orange County viewing (or Atlanta, New Jersey, New York City, hell, it could be The Real Housewives of Des Moines and I’d probably watch). However, it is definitely not the first thing I bring up as conversational fodder when attempting to convey my personality and what I stand for. So, when I read today that Sprint is signed on as a sponsor of Bravo’s fifth season of The Real Housewives of Orange County,I was a bit… well, stunned I guess.
For starters, here are the deets of the deal; Sprint will receive:
Filed under: branded entertainment, digital media, entertainment, new media, product placement, selling, telecommunications, activation
Really the “Truth” about Product Placement? Outlook hazy.
Sipping my coffee this morning, checking the publications and newsletters that keep me up to speed with what’s going on around me and Product Placement News caught my eye. The product placement world has been abuzz for quite awhile now (particularly across the pond) as lobbyists, government figures and industry folks debate what is and is not “product placement,” and where product placement should and should not be allowed.
The latest installment in this drama was laid out today by a group called Truthful Media who is lobbying the FCC to “call product placement what it essentially is – paid advertising” (via Product Placement News). Evidently, Truthful Media has reached out to FCC chairman Julius Genachowski stating that there is too much product placement occurring on television – citing teen shows like One Tree Hill as examples of product placement gone awry.
Filed under: digital media, product placement, branded entertainment