NBC's televison show Chuck was on the verge of cancellation, fans banded together for a Subway-related stunt that involved watching the season two finale, buying a sandwich and registering love for Chuck on Subway comment cards.
The idea sprang from a recent product integration in the show, where one character bribed another with a chicken teriyaki sandwich and soda, Subway logos blazing, all while singing the "$5 foot-long" jingle. The result? NBC picked up the show as part of its 2009-10 season, rolled out this week to advertisers, and Subway will have a recurring role in the dramedy.
Chuck's girlfriend Sarah, who's an undercover CIA agent with a penchant for part-time jobs, might become a sandwich artist. There will also be traditional promotional tie-ins.
NBC execs said the fan response—including a Facebook page, Twitter campaign and YouTube videos—made them take another look at the show, but it was obviously the sponsor heft that tipped the scales
Is it better to only run ads or to pay for placement as seen in the video below?
If you were a CMO for lets say Best Buy, would you step up and pay for product placement. They already work at a store that resembles BBY.
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3 comments:
I think this is pretty funny. I like it also. I can see this working well for Subway or other companies that try and do this. I can also see this getting out of hand if it does take off. When the shows start marketing the products more than the actual TV show. It was a good idea. Makes we want to eat some subway! Dan C. P.4
I think it is a good idea. Product placement is different than straight advertising. It makes viewers see advertising without them thinking they are. I think it is good to switch things up once in awhile.
Max Busher P.4
I think this was a good idea. Like max said, people don't realize its an advertisement. The viewers trust the characters opinions of the subway and don't view it as a set-up opinion. They also see that is popular and can be influential if they're hungry since they are so easily accessible. I think this is well worth the extra money because when you play the same commercial over and over again people will tune it out, since this is incorporated into the show you have their undivided attention (generally speaking). This could be potentially annoying though if other companies follow in subway's footsteps.
Kristen 4
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