While marketers have long depended heavily on so-called product placement, in which products are written into the story line of a show, some are now going even further by creating entertainment programming that subtly reminds viewers of a brand name."It's about delivering to them something they want to see and not interrupting them," says Doug Scott, the executive director of branded content and entertainment at Ogilvy & Mather North America. In many ways, the trend harkens back to early TV, when shows such as "The Colgate Comedy Hour" were produced or sponsored by advertisers.
One of the most aggressive has been Burger King Holdings (BKC, news, msgs). The chain has focused over the last year on lifting the profile of its "king" mascot, a mute character best known for his creepy smile. The burger baron recently starred in a series of video games, and the company says it has lined up a studio and distributor for a feature film.
Russ Klein, Burger King's president of global marketing strategy, won't reveal the studio's identity or the likely plot. But he says the movie could appear as early as the end of this year, with the film aimed at "creating a back story for the king."
1 comment:
Oooooh, we don't care about the king's back story, for fuck's sake. Just have him stalk people, that's enough.
Another great pic, JPX. I assume someone else supplied the "Time to Die," which just goes to show the universal creepiness of the king.
Hmm, I wonder what his story is?
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