Paying millions for a central character to drive a Mercedes in an opening shot of a new blockbuster, putting an Apple MacBook in the hands of the hottest female lead, and placing Starbucks as the central, recurring meeting point for long lost lovers: all brand placement concepts that are not new to any major industry, aimed at pushing the product in front of as many eyeballs as possible. Actual ROI from these placements is arguable.
Honda took this concept to new heights with their 12-month “Presenting Sponsorship” partnership with the Yahoo Screen hit series “Community,” which included pre-roll video ads and integrations. The highlight of the sponsorship came in season six, episode seven with an entire storyline that centered around the Honda CR-V. Yahoo keeps viewership metrics close to the vest, so an exact measurement success is hard to pin down; regardless, I’m not sure how much I could pay for a hit series to mention, describe, discuss, analyze and look at my product for an entire episode. Well done, Honda.
Read more details about the campaign here.