The great outing of Sex and the City girls is the right occasion to talk about Celebrity Seeding. Let’s explain it’s something between PR ad product placement, with the aim to give the products freely to the Stars of the Show Biz and more in general to the V.I.P. (normally fashion clothes and accessories, but even design products, technological gadgets, furniture, etc.), with the hope they can use them, taken pictures of, noted on the press and obtain visibility. The good sense would like each garment and object to be selected by these people with great attention. Such a category has so much money and such acquaintances to obtain the best of the best. And it’s exactly this logical supposition that is at the base of the efficacy of the Celebrity Seedings. But the truth is different: all the people I know accept with pleasure to have and use different kinds of products free. It will be not very nice to reveal the names but I have personally see people predate some departments stores. Not to talk about those who ask their agent to call the producer or some common friends to obtail products free. In a few cases the free supply is sufficient to obtain the Seedings. In other cases it is asked even a good mediatic proposal. The most frequent example is about the design objects or white goods that become the main characters within a photo session distributed to the most important furniture reviews, very happy to publish articles about famous people and their houses. And at that point the circle gets close with the perfect logic of the win-win. The Star gets the products free, the Producing House obtains good references and visibility on important newspapers with no costs and the review gets a free interesting article. But can it be possible that the Hollywood millionaires can loose their time trying to get free the clothes and accessories even from “Sex and the City II”, as the four main characters of the movie itself are revealing just these days on channel E!. The answer to such a question is unknown, even for a rational person like me, but as it works, and works well… it doesn’t matter.

It was the same Mercedes-Benz USA (MBUSA), during the New York Auto Show in the Big Apple in these days, to disclose that its cars will appear in the sequel of Sex & the City. And the reasons are very simple. “It’s a feminine movie and actually one of the most important targets”. “Besides”, has added the marketing dept, “the investment has not been superior to the organisation of a series of events that would not have reached such an incredible number of persons”, maybe neither with the same efficacy and prestige we can add.Moreover this will be the first of a numbers of placement in TV (reality and sitcom we do not know any details), besides the sponsorship of the next US Open Tennis in New York (Flushing Meadows) during the summer. Their project is to have “the major visibility in terms of product placement with respect to any other luxury cars in the world”. This will be the occasion to present new models as hydrogen O emission ones or the new Class E.