Brian Steinberg in Advertising Age takes apart how television shows are increasingly ensuring that in-show television promotions don’t fall flat by looking at an upcoming promotion in "The Vampire Diaries."
While the CW show won’t feature a Ford Fiesta until early October, the automaker is talking up the product placement weeks in advance, the story says. That will help alert fans to the placement and may even reward them for paying attention, as the car maker is starting a contest this week soliciting essays via Facebook, Twitter and e-mail. A winner will receive one of the cars.
Such approaches avoid the pitfalls of product placement, the article points out.
"The practice of weaving name-brand products into TV shows has risen over the last several years, as more advertisers struggle to get their wares in front of TV viewers more prone than ever to fast-forward past or otherwise skip expensive commercials. Yet to most couch potatoes, the result is the same: Someone jammed a car, soda can or hand-held gadget into a favorite program," Steinberg writes.