Real case based on Sex and the City (film) with Manolo Blahnik & Mac
What is Product placement?
This technique was born on the USA at the beginning of 30’s. But it was on 70’s when rises up again and started to be used more in marketing.
Product placement is a marketing strategy based on the introduction of a product or brand into the visual space of a film, spot, photography...
Usually uses brands with a strong name because they are more recognized by customers and thus a more effect on them.
The most common way to introduce that strategy was via cinema, but recently product replacement on series is growing. It is also a common strategy on events or important ceremonies as Oscars.
Example with TV show
The famous TV show Sex and the City always enjoyed the presence of this brand, Manolo Blahnik, mainly because of the outfits that the four protagnists always wore. Carrie is the main character with whom we can relate our product placement example. In one episode of the fourth season, Carrie (Sarah Jesica Parker) said:
“Oh, my God! Do you know what these are? Manolo Blahnik Mary Janes. I thought these were an urban shoe myth!”.
So, it is a perfect example of brand replacement in a TV show. So due this type of marketing strategy people, specifically the female target would be identified with the protagonist and thus want to wear her clothes. After that, Blahnik claimed to adore Carrie, because:
“she has had a real impact on his career and sales of the firm (...).
I consider her a muse”.
Also, through this character, Apple take an advantage of the character profile which is a writer of an important paper in NY. So all their posts are made by a Mac. It is also an active product replacement, but without mention or action.
Types and categories
Passive. The product is placed on the scene, but the protagonists don’t mention it nor interact with it.
Active. Main characters interact with the product without mention it. c. Active with mention. Protagonists point out the brand/product in the speech but without mentioning their qualities. d. Active with action. Protagonists mention the main positive qualities about the product/brand.
Benefits
Less intrusive
Take advantage of the success and affinity of some TV program/film with our target.
More qualitative and economic compared to conventional marketing.
Interlocutor prescription factor.
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