Archive for February, 2013|Monthly archive page

Is product placement in House of Cards the new future of advertising?

Netflix’s “original” new drama House of Cards is making waves across several industries. Besides being created/funded/produced by Netflix (typically a content distributor), it’s also making headlines in the marketing world. With a rumored cost of over $100 million for the first season ($3 MM+ an episode), many people are wondering how Netflix could afford to make the series, let alone make money on it. If you look closely, one theory becomes evident.

Product placement.

(image courtesy of Engadget)

Popular tech blog Engadget has noted that in one scene, there are 9 Apple devices on a table and screens turned on. Even for a congressman, it seems excessive? According to one of their sources, Apple provided them with equipment to use in the film. While no money exchanged hands (officially), having a company gift equipment to use in film saves a significant part of the prop budget (and the overall budget of the film). Not only are actors/actresses using the products on the show, they are often talking about them, thus feeding into the thought that it’s a “personal recommendation” of a product. Also, since the entire season is available at once, there is nothing stopping people from pausing to research a company and/or product.

This trend comes as good news to most companies. It’s much easier (and cheaper) for companies to provide products to studios then pay exorbitant amounts of money to have their products be featured. As long as everyone plays by the same “rules”, it also levels the playing field. (Coincidentally, only Apple has admitted to not pay anyone for product placement) The question remains if consumers will wise up to the trend and start tuning out the products.

What do you think of Netflix’s choice?


Why you should be using hashtags in your marketing effort (Super Bowl Edition)

2013 Super Bowl ads were inundated with hashtags… up 273% from 2012 to be exact.  50% of the aired ads prominently featured a hashtag, which translated to more than 300,000 impressions on Sunday alone.  Facebook, on the other hand, was only mentioned in 4 of the 52 spots.  This is a big change from last year’s Super Bowl where Twitter and Facebook tied with 8 ad mentions.  Not so surprisingly, some very large brands incorporated hashtags this year.

As originially reported in the Marketing Land blog, this year there were some big brands that put hashtags in their ads:

    1. M&Ms – #betterwithmms
    2. Audi – #braverywins
    3. Hyundai – #pickyourteam
    4. GoDaddy – #thekiss
    5. Doritos – #doritos
    6. Best Buy – #infiniteanswers
    7. Disney Oz – #disneyoz
    8. Fast & Furious movie – #fastandfurious
    9. Toyota – #wishgranted
    10. Doritos – #doritos
    11. Calvin Klein – #calvinklein
    12. – #nodrama
    13. Bud Light – #herewego
    14. Hyundai Sonata – #epicplaydate
    15. Volkswagen – #gethappy
    16. Subway – #15yrwinningstreak
    17. Subway – #FebruANY
    18. Bud Light – #herewego
    19. Subway – #FebruANY
    20. Bud Light – #herewego
    21. MiO Fit – #changestuff
    22. Pistachios – #crackinstyle
    23. Speed Stick – #handleit
    24. Budweiser Clydesdales – #clydesdales
    25. Tide – #miraclestain
    26. Samsung – #thenextbigthing

Advertising is ramping up in 2013… especially on the second screen.  Take advantage of the many opportunities available!  Give us a shout so we can show you how to level the playing field and build your brand.

Here was the most tweeted hashtag ad:

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