Approval by a Blogger May Please a Sponsor

New York Times, July 13, 2009 — Colleen Padilla, a 33-year-old mother of two who lives in suburban Philadelphia, has reviewed nearly 1,500 products, including baby clothes, microwave dinners and the Nintendo Wii, on her popular Web site Classymommy.com. Her site attracts 60,000 unique visitors every month, and Ms. Padilla attracts something else: free items from companies eager to promote their products to her readers.

Marketing companies are keen to get their products into the hands of so-called influencers who have loyal online followings because the opinions of such consumers help products stand out amid the clutter, particularly in social media.

P&G Using Online Soap Opera To Market Beauty Products In China

CNNMoney.com, June 17, 2009 — Procter & Gamble Co. (PG) has once again turned to the soap opera genre to market its products, only this time the soap is online and the characters are in China.

Max Factor, a beauty brand that P&G is discontinuing in the U.S., is playing a central role in the firm's new marketing efforts in China. An online soap opera made by P&G's beauty and grooming group and Beijing Hachette Advertising Co. tells the story of two young, energetic professional women, Max Factor's target consumers in the country. And, of course, the show's characters use only P&G beauty products.

Bravo Shows Move Further Into Licensing Products

If you have ever dreamed of dressing like a reality-show contestant, your moment has arrived

New York Times, April 12, 2009 — Bravo is developing products based on its popular programs, including the “Real Housewives” franchise and “Top Chef,” that will be promoted on the air and sold on Bravo’s Web site. The network will earn licensing fees or take a cut of sales

Product Placements, Deftly Woven Into the Story Line

New York Times, March 1, 2009 — ON “Harlem Heights,” a new reality show on BET, the young and hip stars swish Listerine, treat their allergies with Zyrtec, and sweeten their coffee with Splenda.

For those who do not take note of the corporate logos on mouthwash, allergy medicines or artificial sweeteners, all three products are manufactured by Johnson & Johnson, one of the country’s pre-eminent consumer goods companies.

In ‘Trust Me,’ a Fake Agency Really Promotes

A Fake Ad Agency and Real Products

New York Times, January 21, 2009 — Beginning on Monday, the TNT cable channel hopes to add Rothman Greene & Mohr to those ranks as it introduces a weekly series, “Trust Me,” about a Chicago agency that competes against nonfictional firms like Leo Burnett and DDB. In another realistic wrinkle, actual products are being written into the scripts of episodes — including some, like the Dove line of hair care products sold by Unilever, that are also sponsors of the series.

Why 'Idol' Works for Coke -- but Not for Ford†

Neuromarketing Study Suggests Carmaker Made a $26M Mistake by Failing to Establish a Purpose for Its Presence

Advertising Age, November 17, 2008 — Season after season, three brands — Coca-Cola, Ford and AT&T (formerly Cingular) — have been the proud sponsors of "American Idol," the biggest TV success in history. The reported $26 million-a-pop sponsorships are arguably some of the most valuable in North America, which explains why the sponsors have been just as loyal as the audience. But when Simon Cowell sips out of his Coca-Cola cup, Randy Jackson comments on the latest Ford and Paula Abdul encourages everyone to cast a vote using AT&T, does it work? Quantitative and qualitative statistics say it does, but does a couch shaped like a Coke bottle really make people consume more cola? We were able to find the answer in only one way: by understanding what really goes on in our subconscious.

Forever Chasing Its Action Demo, Mountain Dew Rolls Out Street-Skating Film†

Brand Is Largely Unseen in Documentary About New York Scene

Advertising Age, May 13, 2008 — Mountain Dew makes its return to film production with its new skateboard documentary, "Deathbowl to Downtown," which follows the rise of street-skating in New York's shifting urban landscapes from the '70s to the present. The documentary, which took three years to make, is as much a sports action video as it is a look back at the Big Apple.

CBS Forms Special Ad Division for Brand Integrations†

New 'In-house Agency' to Start Talks With Marketers Earlier in a Show's Development

Advertising Age, April 11, 2008 — CBS Television Distribution, the syndicated-programming arm of CBS Corp., is forming a special ad unit within its ranks that aims to spark discussions of product integration earlier in the program development process — yet another sign that advertisers and media outlets are tackling deals that are more complex than in past years.

Sex and the City’ and Its Lasting Female Appeal

New York Times, March 17, 2008 — WHEN it comes to products helping to promote the coming film based on the popular TV series “Sex and the City,” it seems the sky is the limit.

Better make that the Skyy is the limit, as in Skyy vodka, which is being named the “official spirits sponsor” for the movie. Among the tie-ins are drinks made with Skyy to be served at Houlihan’s restaurants and named after characters like Carrie, Samantha and Mr. Big.

Product Placement Finds Its Way Into High-End Hotels†

Brandweek, November 12, 2007 — Now appearing at an inn near you: product placement. Brands like Sony and Restoration Hardware have negotiated deals that will seed their products in high-end hotel rooms. This low-tech approach not only allows hotel guests to sample products like a Sony PlayStation3, they can also buy them, and frequently at a discount.