In 10 days “UP” will get out in 30 American theatres. The new Disney cartoon realised by Pixar in 3D relates the funny story of an old man and a boy scout on a travel towards South America in a house driven by thousands of balloon . The use of the old man’s image and the cartoon logo have been acquired even by Pet&Co (a California base Company that sells healthy pet food) to put them on its main product : the GRRR-NOLA, food integrated with vitamins, amino-acid and free gluten. Even if the reasons for such Tie In have not been revealed, they can be guessed by a second operation done by the Company. It is a competition with a million dollar prize called “Does your dog looks like you ?”. The web site is bowwowmillion.com and it’s sufficient to send one’s own picture with the dog to show the resemblance. Most of the pictures are from children (the target of the Disney cartoon) and from a few researches done to the Pet&Co mangers, there is a clear connection between families with children and families with dogs (or even between old people and pets). Such a simple info has provoked a new strategy: exploitation of the cartoon’s image that, before getting out, has already become famous (it’s the first one with an old man as main character), proposing such a particular and rich competition, particular as the products of the Company.

Regularity of action, winning image and attractive prizes are the magic formula…that always works out….

paolo@placement-post.com

In two weeks on theatres of the United States “17 AGAIN” will get out: it’s the last effort of Zac Efron that in this movie coact with Matthew Perry. For the trailer watch as follows: http://www.youtube.com/watch?v=CW9TkWY6Cng. 

The production, plot and actors are obviously a guarantee of success, considering that about twenty Big international Companies have decided to invest on product placement in this movie. The two most important brands are Ford and Apple, then follow Audi, Barq’s, Bose, Canon, Cap’n Crunch, Coca Cola, Doritos, Jansport, Lamborghini, M&M’s, Motorola, Pringles, Ray-Ban, Samsung, Spalding, Sprite and Welch’s.

Analysing the different marketing sectors we can find producers of drinks, snacks, breakfast products, mobiles, electronics, rucksacks, sport articles, fashion and car accessories. A carrousel of teenager desires that can influence by sure the public contributing to the boost and consolidation of the brands within the movie. Considering that the production is by Offspring Entertainment (the same of lots of comedies such as Step up 2, Step up 3, and Matador, all by Disney) and the distribution by Warner Brothers it is more than reasonable to think about a huge distribution all over the world markets. This aspect, not at all of minor importance, involves a huge mediatic impact for the brands in the movie to a very low cost.

p.latini@oratorio.biz

While the press and TV have noted, every six-months, a decrease in the car ads investments, the cinemas have on the contrary given good satisfactions to the car manufacturers so to live a moment of great vitality and economic health.

The first to realise this was Lexus, one year ago, when playing a spot in the USA cinemas to promote its IS F (quite a big sportive berlin) its call center got its lines completely blocked thanks to an unaided recall for 75%.

This year even Nissan has planned a 60seconds spot in the American theatres for its small sportive coupè 370Z. Its commercial responsible Michael Chico has affirmed to have worked a lot to find out the best commercial position, right before the trailers, and believes that in such hard period for the car market in the USA, cinema can renovate the look of its brand “because cinema has maintained unchanged its charm and efficacy”. “We will be where eyes look at”, has said his colleague Chad Jacoby, Nissan Senior media Manager.

Kia has moreover realised a special spot for cinema, not an extension of the same in TV but a new story only for the big screen “able to express itself in all its efficacy to capture the viewers’ attention”. These are Tim Chaney’s words, marketing and communication director of Kia Motors America.

All this efficacy increases a lot when the viewers are able to find out in the same movie the car just watched in the spot in a coherent, charming and prestigious environment, where they can give freedom to their fantasy and maybe give a new meaning to the brand and the model itself. Product Placement is the natural evolution of this trend and represents the most efficient and quick solution to a crisis from which is so difficult to get out.