Film promotions are a great way to get the word out about your brand by organically integrating it into the script. It is believed to spur product recognition and create a stronger emotional connect with the consumer as compared to a standalone ad but it’s extremely important to choose the right media and film.
Add glamour to your brand
A key example of what in-film promotions can do for a brand would be James Bond drinking a Martini during the movie franchise and causing moviegoers to associate martini with wealth, opulence, adventure, and bravado. The image remains intact till this day.
However, the challenge of effective brand integration lies in matching your brand’s core attributes to the characters or story itself. While products and brand logo can be placed across a movie for in-film promotions, what’s becoming popular these days is brands adding to the storyline or experience and becoming an authentic part of the entertainment in which, they appear. And we understand how difficult this can be with multiple movies and shows releasing in the ethnic marketplace so that is where we step in. From choosing the right approach for your brand to crafting the key messages all the way to negotiating and analyzing the results, we do it all.
There are multiple ways your brand can be integrated, here are some of them
Logo integrations
Perhaps the simplest form of in-film integration, this ensures that your logo sees some screen presence during the movie or during the promotions. This could either be on the sponsors slide or logo presence in the background during a prominent screen.
Product Placement
The legacy term for placing a product in film and TV programming. This is where branded entertainment started, and it simply refers to getting products places anywhere on screen.
Brand or product Integration
This ensures that your brand in noticeably mentioned or shown on the screen in a relatable manner. Your brand or product is organically woven into the scene whereby the main star cast is shown using or talking about your product. This allows you to tap into the hype and the aura of the movie as well as the superstar. Examples of this would be James Bond racing an Aston Martin in the movie franchise
Storyline integrations
A much deeper integration than brand or product, a storyline integration brings your product into the limelight by making it an important element of the film. It forms a central plot line. An example of this would be General Motors integrating themselves in the transformers universe which is all about cars. The result? GM’s fleet of vehicles have driven, fought, and flown through 6 global franchise films and GM’s yellow Camaro became a cultural icon.
Character and celebrity endorsements
The integrations don’t have to be limited to just the movies, often times deals can be negotiated to show the characters using the products beyond the movie on social media or during interviews to add a further layer of authenticity and brand recall.
Bytes from the stars
A good deal is where a brand is able to benefit from the film promotions in a long run. Scenes from the movies can be cut where actors are shown using the product and layered with bytes from the actors themselves. This increases brand desirability and relatability as consumers see their favourite celebrities and movie characters using the product.
