Show can be watched at PBS
Brands as cults as the basis of emotional branding. Products as transcendent experience. WWF is not male wrestling -- its a balletic struggle. Kevin Roberts (Saatchi and Saatchi) has written a book about emotional branding called “Lovemarks”. “We've moved from brands into experiences” since all products work and do basically the same thing. ATT, Coke and Hallmark.
Therefore companies become movements and an ethos -- a bond with customers.
Queer Eye and product placement is the antidote to TiVo? Hmmmmm. . .
CastAway as a film about a brand. Airline about Southwest.
This movement is called Madison and Vine in the same way as the web industry in NYC was Silicon Alley.
Integrated Entertainment Products is one of the premier product placement agency. Problem is the the trust of this relationship between Madison and Vine and the economic calculus is shaky.
BMW films and Seinfeld Superman are cited as huge web successes -- evangelized by John Hayes (CMO of AMEX). good blog on product placement
Seems to me that the whole thing is creepy but inevitable -- advergames, edutainment, advertainment -- the bottom line seems to be that only times any of this works is when it's not overt --just like old-fashioned advertising, the best examples are ones that are amusing and latent, not blatant. Whether literally or figuratively, companies must sell now and in the future by covert coercion, the must stalk and sneak up because their prey knows their game and wishes to be amused and delighted.
Dr. CG Rapaille is the godfather of a particularly fascinating strand of market research that encourages clients to tap into the inner psyches of consumers to discover the code at the core of what he calls the "reptile mind" -- an inner animal psyche that is far more primal and emotional than any intellect at work in a buying decision.