Saturday, February 4th, 2012
Last night, the Emmy-award winning show 30 Rock had a McDonald?s product placement. It stirred several web reporters, who felt like it that the show went too far with the placement.
McDonald?s was everywhere during the episode. First, a McDonald?s bag was inserted in a scene with Jack and Elisa. After that, the two characters had a discussion of what makes the McFlurry so great. To top it off, there was also a McDonald?s ad spot during the show.
Many websites are reacting to the product integration. This begs the question, how far is too far?
Typically, a product placement should be organic. Meaning, the integration should pass as a part of the script and not a commercial. However, this rule is subject to numerous discretions. After all, how organic a product placement is will be based on taste and preference.
On the other hand, we also have to consider the context of the times. The economic recession has depleted finances. Now, advertisers, marketers, and shows have to come-up with innovative ways to get their brands out there. And product placement is one viable solution to that problem.
The bottom line: with a fragile economy, look for advertisers to focus on branded content opportunities and look for TV producers who will happily accept these opportunities for the extra revenue.
