Feature film owners – both the studio and the executive production team – find it beneficial to partner with a brand, and actively seek these marketing partnerships. Studios have two primary costs to filmmaking, the cost of creating the film and the cost of marketing the film. When the “right” brand partnerships are formed, the studio wins by being able to reduce their overall costs to market the film, by using the brand’s media dollars planned near the film’s release to reach consumers. The studio also looks for ways to market to consumers in places money can’t (literally) buy, which includes the retail stores brands are sold in, as well as the packaging and point of sale signage of the brands in these stores.
Because of this interest, when a promotion is attached to the film, the filmmakers also become more aware of any product placement options that would entice a brand to implement a larger co-promotion, and the potential ramifications in terms of marketing dollars if the placement exposure does not occur. Films can still be a great promotional fit even if the storyline does not allow for a natural product placement.
OF PEOPLE NOTICE PRODUCT PLACEMENT ON TELEVISION AND FILM
BOUGHT A PRODUCT BASED ON SOMETHING SEEN ON-SCREEN
4 Steps To A Succesful
LAUNCH YOUR BRAND
In the US, there is typically no fee paid to the production by the brand for this promotional opportunity, as it is a mutually beneficial opportunity for both parties. The final campaign requirements are determined based on the planned media buy and consumer reach. Ancillary licensing or talent fees are required in some cases based on the specific campaign needs.
Take a look below at our four suggested steps to ensure a successful promotion for your brand!
Creating a cross promotional campaign with a film or other content partner allows your brand to truly differentiate from other advertising clutter. Not only do you get noticed, Product Placement can have a powerful effect on your brand. It can: increase consumer recall and brand awareness; provide opportunities TARGETED to core demographics; bring you viewers who are engaged with the content, heighten brand recognition, and result in brand sales impact.
One of the best ways to engage consumers through entertainment is with a quality entertainment partner such as a feature film. And best yet – brands can do this with NO FEE paid to the content owner. The silver screen is a mega example of a large-scale promotion for a brand, so it needs some strategic thought.
These types of strategic content partnerships can extend well beyond the silver screen with the opportunity to leverage TV content, SVOD and even music videos. Keep reading below to learn the four key steps for brands to better understand and maximize an advertising partnership with a movie partner.
DETERMINE THE OBJECTIVES
Brands should first figure out what the overall goal is to achieve with an entertainment partner. The better defined the objective, the more rounded, on-target and successful the promotional partnership will be. Things to consider include ways to:
- Increase brand awareness and sales of brand.
- Specific timing of year/quarter/month.
- Develop a promotion that reaches and resonates with the targeted brand audience.
- Create a multi-layered promotional program that links brand to entertainment property.
- Leverage the retailer/brand assets to drive sales of product.
- Generate publicity for entertainment property and the retailer/brand.
- And…specifics are terrific – if there are certain sales goals that need to be met or impressions created – all of this information will help create the backbone to the promotion.
DETERMINE THE ASSETS
The brand should determine what assets they offer that can be utilized for the promotion. These may include:
- Media (TV / Print / Online / Radio / Out of Home): The property is not asking for a new commitment of advertising dollars – they want you to leverage your existing advertising buy and showcase the promotion with their property.
- Retail store exposure (Standees, shelf-talkers, display units, Gift with purchase)
- Sweepstakes options
- Customized content (ring tones, microsite, video game) or licensed merchandise.
- Collaboration with other brand as potential partners.
PREPARE A LETTER OF INTENT (LOI)
The next step is for the brand to prepare a letter that outlines the promotion and which lists the brand objectives, assets available (supply as many metrics as possible – if you are sold in x # of stores, list them – and location), and what you want the partner to provide in exchange for this promotion.
PRESENT TO PROPERTY, WORK OUT THE KINKS, AND EXECUTE!
Brands will work with their entertainment partner to establish timelines for deliverables due by both sides, as this will be the most important part of keeping your promotion on track. When the campaign is activated, success will be ensured with consistent communication so that expectations can be managed by both sides, and any hurdles that arise can be openly and swiftly dealt with.
A comprehensive content promotional partnership platform that utilizes the brand’s planned media and retail footprint provides not only brand differentiation in a crowded marketplace, but also:
- Soft and welcome introduction to an already receptive fan base of the entertainment partner.
- Interesting, engaging and ‘cool’ content to leverage brand advertising with.
- Heightened Product Placement opportunities which may exist within the entertainment content.
- Easily adapted content to generate social media conversation.
- Low cost marketing tactic as the brand is reciprocating by media, packaging or even retail space to co-brand the activation. Feature film owners – both the studio and the executive production team – find it beneficial to partner with a brand, and actively seek these marketing partnerships. Studios have two primary costs to filmmaking, the cost of creating the film and the cost of marketing the film. When the ‘right’ brand partnerships are formed, the studio wins by being able to reduce their overall costs to market the film, by using the brand’s media dollars planned near the film’s release to reach consumers. The studio also looks for ways to market to consumers in places money can’t (literally) buy, which includes the retail stores brands are sold in, as well as the packaging and point of sale signage of the brands in these stores.
Brands that invest in a movie promotion can expect to pay for the placement in the film, the production of the TV commercial, the music rights, and the talent. Plus the media costs to run the promotional TV commercial that you’ve made. But these costs may well be worth it depending on the project and its impact for the brand.
WHY CHOOSE LICENSING PARTNERSHIPS
Some movies, especially fantasy films like The Hunger Games, don’t have very many opportunities for product placement simply because of where or when the story takes place. You won’t pass a Burger King in an alternate universe, and there weren’t any Starbucks in the 16th century. But this certainly doesn’t mean that entertainment marketing can’t be an incredible strategy to partner with these films. That is where promotional partnerships and extensions come in, and The Hunger Games is a perfect case study for how effective they can be. Here are a few more benefits…
LAUNCH YOUR BRAND
Bring to life your partnership off the screen – through the brand’s media or at retail channels.
INCREASE PRODUCT AWARENESS
Create sweepstakes extensions which lead to higher consumer engagement
BUILD BRAND LOYALTY
Custom content developed for digital, social & pr usage that provides true competitor differentiation
BE PART OF THE SCENE
Have an authentic interaction with targeted audience and make a memorable brand moment.