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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Know Thyself: Discovering your Brand Personality
Building off of my colleague Diane’s latest blog, I recently watched Morgan Spurlock’s newest documentary, POM Wonderful Presents: The Greatest Movie Ever Sold. One of the major themes of the film is the importance of discovering your brand personality for the purpose of partnering with ‘like’ brands. In the movie, Spurlock visits a noted branding agency where they identify his primary brand attributes as a juxtaposition of being both playful and mindful. From there, the brand agency listed several companies that had a similar brand identity, such as Apple and JetBlue, as potential partners for Spurlock’s documentary.
Filed under: branded content, branded entertainment, endorsements, entertainment, pro sports, activation
Soulful Selling: Morgan Spurlock and A Day at the Zoo
I spent Friday morning in Philly in meetings with an IEG Consulting client, the Philadelphia Zoo. Though I was really there to talk sponsorship, I admit the day’s highlights included excitedly waving at a black leopard and cooing to an adorable baby giraffe. Life is good.
Filed under: branded content, branded entertainment, entertainment, how to get sponsorship, museums/zoos/aquariums, backlash
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
Project Runway is No “Loser” When it Comes to TV Sponsorships
Last week, my colleague Carrie posted on Ziploc’s brand integration into The Biggest Loser. I shared her confusion at how the show or the brand would think the final cut was acceptable. As Carrie put it so well, “I actually debated whether the feature should be considered branded entertainment, product placement or brand integration. Technically, it is integrated in to the show, but it just feels like a bad infomercial.”
Filed under: branded entertainment, digital media, entertainment, new media, activation
Ziploc's Latest Brand Integration in The Biggest Loser is a Big Loser – Success is in the Details
There are several reasons why Ziploc's latest brand integration in The Biggest Loser was a bust. Somehow the :45 brand integration managed to leave me confused and conveyed nothing of value about a product that is actually useful. I have to wonder if anyone watched the integration before it aired. I actually debated whether the feature should be considered branded entertainment, product placement or brand integration. Technically, it is integrated in to the show, but it just feels like a bad infomercial. Beyond the less than stellar actual integration, it appears Ziploc needs to step-up its activation around The Biggest Loser to make it pay off.
Filed under: branded entertainment, activation
“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
Hertz Preps New Brand Campaign, Inks Deal with PGA of America
Sponsorship may play a role in The Hertz Corp.’s ’10 brand revitalization campaign that will include a new corporate logo, remodeled rental car facilities and new employee uniforms.
As part of the makeover, the company next year will roll out a marketing campaign themed ‘Journey On.’ The goal of the campaign: to connect with consumers on an emotional level.
Filed under: entertainment, how to get sponsorship, in-kind, sports, branded entertainment
Microsoft to Family Guy Fans: I’m a P.C. PC
Anyone who’s seen the animated FOX hit Family Guy can attest that the comedy is not for the faint-of-heart. So plenty of eyebrows were raised earlier this month when Microsoft signed on to sponsor a commercial-free TV special from the series’ creator, Seth MacFarlane. The deal was part of a larger initiative to promote the rollout of the Windows 7 operating system across News Corp’s portfolio.
Now, just a couple weeks later, Microsoft has pulled out from the special, citing concerns over the content. The typical response so far has been, “What did they expect? Haven’t they seen his show before?”
We often hear concerns that partners might exert undue influence on a property’s content—with busybody donors acting like artistic directors and aggressive marketers trying to force their brands into the spotlight.
Filed under: branded entertainment, entertainment, arts
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