For those who think that subconscious forms of communication are dead, think again. She's alive and well - perhaps not overtly, but in covert ways in the form of product placement and branded entertainment. Even an indifferent look at today's movie or TV content shows plenty of product placements, some very discreet and others clearly crossing the line that separates advertising from real media content in order to sell products, ideas and services. Why is she subconscious? Because… our brain filters, which normally remove visible advertising messages from media programming, do not intervene to prevent these covert product placements and their built-in concepts and messages. They are simply registered in the consumer subconscious.
Both television and movies are full of examples. Did anyone lose the Coca Cola glass at the judges' tables on the American Idol TV show? I do not think. James Bond's new film, CasinoRoyale, includes more than just its product placements, from cars (Ford) to Virgin Airways. It is even more interesting how the concept of product placement has been extended to this film. There is a face placement! A person subconsciously associated with Virgin Airways. This is none other than the president of Virgin himself, Richard Branson - a symbol of the brand -. If you look closely at this particular scene at Miami Airport, there is Virgin President Sir Richard Branson in the security guard queue, and a few seconds later he follows the shot of a Virgin aircraft landing. Coincidence, you will say. Not according to sources. CasinoRoyale producer Barbara Brocolli has struck a deal with Virgin that would include an airplane for the airport stage, with the jet crew for more than three days of filming. In return, along with some promotional links to CasinoRoyale, the producers offered to put Branson and his son in the movie for fun as a thank you. The cost to Virgin for this unpaid product placement - a few hundred thousand pounds!
Marketers are increasingly using product placement techniques to reach consumers, as new technology and an expanding range of media options make conventional advertising a less viable way to promote brands and ideas. Whether for TV or movies, product placements can be used to reach a mass audience or as part of personalized campaigns aimed at specific audiences. While critics may accuse product placement marketing of blurring the line between reality and media content, the real world of placement marketing, in both paid and unpaid forms, thrives. According to a 2005 PQ Media report, global product placement costs (obviously not all unpaid product placement costs, data for which are not readily available) amounted to $ 2.2 billion, with Product placements in the United States account for more than two-thirds or about $ 1.5 billion. Unsurprisingly, the PQ Media report predicts that these numbers will rise significantly to about $ 7.5 billion worldwide by 2010, again with the US leading the way.
In emerging markets, particularly India and China, the use of product placements and branded entertainment has exploded. The same PQ Media Report reports that India's total product spending is ranked fifth in the global product rankings and forecasts strong growth in the US over the next three to four years. The influx of product placement in India has been so unprecedented that Bollywood has embraced the role of branded entertainment and has begun concluding huge financial deals for trade partnerships with leading product retailers such as Reebok, Sony, etc. For example, in an upcoming Bollywood Goal movie, the show's creator will be actively involved with the brand in the look and feel of the movie - but infomercial for Reebok, where the protagonists - John Abraham and others - will be wearing her shoes and clothes. Reebok, will use sports kits and shades and will essentially allow Reebok to influence the feel and appearance of the movie.
How do strategically placed product placements or branded entertainment at Hollywood CasinoRoyale and Bollywood Goal help Virgin Airways and the Reebok brand respectively? Do face-to-face (Branson) and brand (Virgin) placement help a traveler tend to book his or her ticket next time at Virgin Airways? Does the fact that John Abraham wears the Reebok brand increase Reebok sales in India? Or on this subject, from any protagonist in any TV series who drinks and enjoys Starbucks coffee - will it result in a significant increase in consumers who devour Starbucks? According to marketers, it's because Branson's fleeting appearance helped to create a subconscious association with Virgin and its airline companies and an opportunity for "people" to discuss it… the exact reason why Virgin lent its resources in Brocolli from the outset. And in the case of the movie Goal of India, the assumption is that Reebok's strong connection to football will pass into the movie and that viewers will queue at Reebok stores in India!
While discreet product placement can be an approach, the ultimate goal is undoubtedly to create a perception in viewers that will help increase product profitability. It is this purpose that drives product placement and branded entertainment - the need to increase a brand's attention and opinion from a mere brand awareness. If in the process one needs subconscious tactics, product placement and branded entertainment gurus have a complete arsenal at their disposal that they can use!
