Examples of Successful Product Placement Campaigns
Case Study 1: Reese’s Pieces in “E.T. the Extra-Terrestrial”
Background:
- Film: “E.T. the Extra-Terrestrial” (1982), directed by Steven Spielberg.
- Product: Reese’s Pieces, a peanut butter candy manufactured by The Hershey Company.
Strategy:
- The filmmakers initially approached Mars, Incorporated, to feature M&M’s in the film, but Mars declined. Subsequently, Hershey’s Reese’s Pieces was chosen as the alternative.
- The placement involved Elliot, the main character, using Reese’s Pieces to lure the friendly alien, E.T., out of hiding.
Results:
- Sales Surge: Following the film’s release, sales of Reese’s Pieces surged by an estimated 65%.
- Brand Awareness: The product placement significantly boosted Reese’s Pieces brand awareness, making it synonymous with the film and its beloved alien character.
- Iconic Status: The placement is often cited as one of the most successful and memorable instances of product placement in cinema history.
Impact:
- The success of the Reese’s Pieces placement in “E.T.” demonstrated the power of strategic product placement in driving consumer awareness and sales.
- It showcased the potential for collaboration between filmmakers and brands to create mutually beneficial partnerships.
Case Study 2: BMW in “Mission: Impossible – Ghost Protocol”
Background:
- Film: “Mission: Impossible – Ghost Protocol” (2011), directed by Brad Bird.
- Product: BMW, a luxury automotive brand.
Strategy:
- BMW’s vehicles, including the BMW Vision EfficientDynamics concept car, were prominently featured throughout the film.
- The sleek and high-performance BMW cars were integrated into several action sequences, aligning well with the film’s theme of high-tech espionage.
Results:
- Brand Association: The placement reinforced BMW’s association with sophistication, innovation, and high-performance engineering.
- Audience Engagement: Fans of the film franchise and automotive enthusiasts alike appreciated the integration of BMW vehicles into the action-packed scenes.
- Product Visibility: The extensive exposure of BMW cars in “Mission: Impossible – Ghost Protocol” increased brand visibility and drove interest in BMW’s luxury vehicles.
Impact:
- The strategic placement of BMW vehicles in “Mission: Impossible – Ghost Protocol” effectively showcased the brand’s attributes to a global audience.
- It demonstrated the potential for automotive brands to leverage high-profile film partnerships to enhance brand image and reach new customers.
What is Product Placement in Product Management?
Product Placement in Product Management is a marketing strategy where branded products or services are strategically integrated into entertainment content such as movies, television shows, video games, or social media content. Instead of traditional advertising methods where products are showcased in commercials or print ads, product placement involves embedding products into the storyline or scene of the content, often in a subtle or non-intrusive manner.
Product Placement in Product Management
Table of Content
- What is Product Placement in Product Management?
- Key Aspects of Product Placement include:
- How Does Product Placement Work?
- Steps of Product Placement
- Benefits of Product Placement in Different Domains
- Product Placement Best Practices
- Examples of Successful Product Placement Campaigns
- Conclusion: Product Placement
- FAQs On Product Placement
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