Thursday, April 24, 2014

2212 Shoe In

They say the newest thing in advertising is product placement. The idea is you work your product or destination or whatever seamlessly into a scene someone watches in a film or TV show and voila, people adopt those things in their own daily lives naturally. Because they saw their favorite character using it or doing it.

Plus, you don't have to interrupt the ordinary flow of the entertainment to talk about your product. The hero or heroine is just using that product and obviously enjoying it. 

Some would say that there are limits, like what if your product is in a really scary scene? Wouldn't the takeaway be to stay away from that product because it reminds you of the scariness? 

Not so, according to the University of British Columbia. They say, after a recent study, that consumers are more likely to develop emotional bonds to brands when they are alone and afraid, such as when watching a scary movie. Why? Because they perceive the product to have "shared" the experience with them. 

Speaking of scary, Hillary Clinton was the latest in a series of politicians to have to duck a shoe thrown from the audience at her at a recent public speech. George Bush had it happen to him in Iraq, shoes were thrown at Tony Blair multiple times, and Chinese Premier Wen Jiabao had it happen to him too. 

It begs the question. Flying shoes are pretty scary. Is this form of protest really catching on? Or is it a new kind of product placement? 

"Keds, they fly farther and faster." 

"Nike, we put the swoosh in your throw too."

Or "Nike, we really put the air in Air Jordan."

Or how about, "Converse, even our name disagrees with you."

Talk about pitching products...

America, ya gotta love it. 

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