BRANDED ENTERTAINMENT
The integration of entertainment and advertising by embedding brands into the storyline of a movie. television show. or other entertainment medium, or branded entertainment features that are similar to product placements In an episode of the CTV drama The Eleventh Hour, for example, Nicorette was integrated into a story about a character trying to quit smoking.
The movie Up in the Air starring George Clooney prominently displayed American Airlines and Hilton Hotels. The movie's plot involves Clooney's character logging 10 million miles on American so he can have his name emblazoned on the plane and ride along with American Airlines' chief pilot. Actual American Airlines planes were used in the film. Many of the hotel scenes were filmed at Hilton locations. Integrating the brands into the story made them much more noticeable to the viewing audience
The use of branded entertainment has increased with the rise of reality television use shows that the focus on creating"real-world" situations. The success of branded entertainment in reality shows has led to its use in scripted television shows. Branded enter- tainment may also be found in novels, plays, songs, and movies
ACHIEVING SUCCESS
Figure 10.7 identifies the major factors that influence the success of brand placements and branded entertainment. The media used has an impact on effectiveness. Some tele vision programs have lost clout due to placement clutter. For instance, 4,349 product placements were used during Fox's American Idol show from January to May in one eason only the prominent brands, such as the red plastic cups of Coca-Cola in front of the judges, were noticeable. Most were lost in the clutter of other brands appearing on the show
BRANDED ENTERTAINMENT
The integration of entertainment and advertising by embedding brands into the storyline of a movie. television show. or other entertainment medium, or branded entertainment features that are similar to product placements In an episode of the CTV drama The Eleventh Hour, for example, Nicorette was integrated into a story about a character trying to quit smoking.
The movie Up in the Air starring George Clooney prominently displayed American Airlines and Hilton Hotels. The movie's plot involves Clooney's character logging 10 million miles on American so he can have his name emblazoned on the plane and ride along with American Airlines' chief pilot. Actual American Airlines planes were used in the film. Many of the hotel scenes were filmed at Hilton locations. Integrating the brands into the story made them much more noticeable to the viewing audience
The use of branded entertainment has increased with the rise of reality television use shows that the focus on creating"real-world" situations. The success of branded entertainment in reality shows has led to its use in scripted television shows. Branded enter- tainment may also be found in novels, plays, songs, and movies
ACHIEVING SUCCESS
Figure 10.7 identifies the major factors that influence the success of brand placements and branded entertainment. The media used has an impact on effectiveness. Some tele vision programs have lost clout due to placement clutter. For instance, 4,349 product placements were used during Fox's American Idol show from January to May in one eason only the prominent brands, such as the red plastic cups of Coca-Cola in front of the judges, were noticeable. Most were lost in the clutter of other brands appearing on the show
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