Hybrid Placements

I’m fascinated by the product placement and branded entertainment industry. I remember the first time I recognized an overt example of paid product placement in the second Austin Powers movie. They were almost spoofing the concept, while at the same time pulling in serious dollars from Heineken and others.

DVR technology has also become more popular, forcing advertisers to look beyond the traditional TV spot. This has increased the number of product placements and spawned an entire industry bringing brands and entertainment content developers together.

I recently came across this video highlighting all of the product placements that Brand Arc, a dedicated branded entertainment agency, secured or created for Toyota. How much would you pay to have Ellen cuddling up with your product?