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May 29, 2005
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Saturated Product Placement on VOD
MediaWeek reports on another short-form film chock full of product placement (Mag Rack, Details Pact on VOD).
At the heart of the effort is Sapphire Crush, an original 10-minute film developed and produced by Mag Rack’s creative team that is meant to evoke the magazine’s back-of-the-book fashion and lifestyle pages. The June/July issue of Details will feature a five-page spread promoting the short, which is threaded through with nods to Bombay Sapphire gin and Jean Paul Da’amage jeans. ....The partnership is also a clever way to restrict viewers from zapping through ad content, as the two brands are integral to the narrative, said Ronayne.
VOD is nice, but when will advertisers learn they should be pushing this sort of content via
broadcatching (
Advertisers Should Be Pushing Broadcatch.
posted by Ernest Miller |
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Ernest Miller pursues research and writing on cyberlaw, intellectual property, and First Amendment issues. Mr. Miller attended the U.S. Naval Academy before attending Yale Law School, where he was president and co-founder of the Law and Technology Society, and founded the technology law and policy news site LawMeme. He is a fellow of the Information Society Project at Yale Law School.
Ernest Miller's blog postings can also be found @
