Brand integration’s most ardent converts seem to be the automakers, who are on a mission to place product everywhere, from magazines to IM. Chrysler’s doing it theatrically. The upcoming feature Cry Wolf, to be released later this month by Rogue Pictures, is a film by this year’s Chrysler Million Dollar Film Festival winner Jeff Wadlow. According to the Chrysler film Web site (http://www.chrysler.com/film/home_flash.html), small bit parts in the film are owned by auto brands PT ‘Crazy’ Cruiser and ‘Killah’ Crossfire. To promo the film, the automaker, along with partner AOL, have created a mobile trivia game to be played on Instant Messenger (IM) called ‘IM on the Hunt.’
Seems AOL’s been test-driving other auto brands. Chevy has signed on as a major sponsor in AOL’s new online reality show The Biz. The Web-based reality show pits contestants against each other for a chance to run a record label. So far, more than 9,000 entries have been received. The site, at http://www.thebiz.com/, goes live next week.
All this makes good business sense according to findings from NYC-based research firm Simmons. The company just announced the release of its Spring 2005 National Consumer Studies and the hot topic is product placement. Findings show that 51% don’t mind brand name products in TV shows, while 46% say they don’t mind brand names in movies. The study also shows that 20% remember brand names used by characters in films. http://www.smrb.com/products.html
