Tuesday, May 22nd, 2012
By Jon Chattman, iTVX Staff
iTVX.com — The buzzworthy ABC time-warp cop drama Life on Mars has endless possibilities in terms of product placement. Like the period-piece Mad Men, the
series could include seamless product placements because they can play
off as pure nostalgia. I?ll explain. A few months back ABC started
plugging their new drama in a vintage 1970s look and feel. They used
their old school logos and titles and even had n ABC announcer speaking
in a groovy tone. The promo worked because it instantly brought you
back to the decade of bellbottoms and Isaac Hayes music. The show?s
premise works the same way: 2008 cop transported back to the 1970s.
Everything he sees and witnesses is a reminder of how different society
was back then. In terms of placement, they?ll surely be opportunities
for old school commercials in the background, retro cars and clothes,
and references to products that were around then?and now. Much like the
aforementioned Mad Men has done with Heineken beer and Utz
potato chips. There?s a golden opportunity here, and I?m sure we?ll
find out as the episodes play out (Mars debuted Oct. 9) that ABC has taken full advantage.
About the Author – iTVX
iTVX is the global leader in branded content measurement and valuation
to entertainment marketers. iTVX provides strategic tools and guidance
to ensure brand objectives are met through branded entertainment in
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