{"id":31324,"date":"2009-12-24T23:50:01","date_gmt":"2009-12-24T23:50:01","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31324"},"modified":"2020-01-08T12:15:03","modified_gmt":"2020-01-08T11:15:03","slug":"free-product-placement-it-might-be-easier-than-you-think","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/free-product-placement-it-might-be-easier-than-you-think\/","title":{"rendered":"Free Product Placement &#8211; It Might Be Easier than You Think"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-31325 lazyload\" title=\"American_Airlines\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/12\/American_Airlines.jpg\" alt=\"American_Airlines\" width=\"240\" height=\"160\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/12\/American_Airlines.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/12\/American_Airlines-150x100.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/160;\" \/>Raising brand awareness through entertainment marketing and product placement in movies and on television can bring significant exposure, but it can also cost a significant amount.<\/p>\n<p>But what if you look at product placement from the movie and television studios&#8217; perspectives?\u00a0 Sometimes, studios pay companies to use their products, brand names, locations, and so on in movies.\u00a0 How can you make their need work to your advantage?<\/p>\n<p>Consider the movie <a href=\"http:\/\/www.theupintheairmovie.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Up in the Air<\/em><\/a> starring George Clooney.\u00a0 According to <a href=\"http:\/\/www.nytimes.com\/2009\/12\/21\/business\/media\/21adco.html?_r=1&amp;partner=rss&amp;emc=rss\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The New York Times<\/em><\/a>, the movie&#8217;s studio team wanted to use <em>real<\/em> airline and hotel brands and locations to add authenticity to the movie.\u00a0 Normally, the producers would need to find money in the movie&#8217;s budget to <em>pay<\/em> for access to locations such as airplanes, airport terminals, hotel lobbies, hotel rooms, and so on.\u00a0 But for<em> Up in the Air<\/em> both <a href=\"http:\/\/www.aa.com\/i18n\/amrcorp\/newsroom\/corporate-information.jsp&amp;anchorEvent=false\" target=\"_blank\" rel=\"noopener noreferrer\">American Airlines<\/a> and <a href=\"http:\/\/www.hiltonworldwide.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hilton Hotels<\/a> offered their brand names and locations for free.<\/p>\n<p>Not only that, but American Airlines and Hilton Hotels also created their own marketing campaigns that tied into the movie.\u00a0 It&#8217;s a win-win situation for all sides.\u00a0 The movie&#8217;s studio and the audience get the authenticity they need and want, and American Airlines and Hilton Hotels get a lot of free brand advertising because the movie has been well-reviewed and garnered a lot of buzz, including six Golden Globe nominations.<\/p>\n<p>The trick is to match your brand to entertainment opportunities that put your brand in a positive light and allow you to create an integrated marketing plan that goes further than simple product placement.<\/p>\n<p>For the American Airlines\u00a0 and <em>Up in the Air <\/em>deal, entertainment public relations agency <a href=\"http:\/\/www.rogersandcowan.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rogers &amp; Cowan<\/a> did the negotiating.\u00a0 Is this the first step in a new way of handling product placement?\u00a0 Or is it a one-shot deal?\u00a0 What do you think?<\/p>\n<p>Sounds like an amazing opportunity for brands if you ask me.<\/p>\n<p><em>Images: <a href=\"https:\/\/www.flickr.com\/photos\/lrargerich\/3306262097\/\" target=\"_blank\" rel=\"noopener noreferrer\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Raising brand awareness through entertainment marketing and product placement in movies and on television can bring significant exposure, but it can also cost a significant amount. But what if you look at product placement from the movie and television studios&#8217; perspectives?\u00a0 Sometimes, studios pay companies to use their products, brand names, locations, and so on [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[6095,496,6098,6097,6096,6094],"class_list":{"0":"post-31324","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-american-airlines","8":"tag-brand-advertising","9":"tag-entertainment-marketing","10":"tag-hilton-hotels","11":"tag-product-placement","12":"tag-up-in-the-air","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Free Product Placement - It Might Be Easier than You Think<\/title>\n<meta name=\"description\" content=\"What if you look at product placement from the movie and television studios&#039; 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