Friday, February 10th, 2012
The showdown between Kris Allen and Adam Lambert was one to remember. Both finalists bought their best songs and gimmicks to treat fans to a wonderful finale. In the end, Allen won by a close margin. But there were other winners this season, the sponsors and advertisers.
As described by Alessandra Stanley of the New York Times, ?It?s [American Idol] relentlessness of the salesmanship is really striking.?
This season, while America watched the show religiously, brands and advertisers got more than there money?s worth of product integrations.
During the eliminations, eliminated contestants would be taped standing in front of an AT&T store. Coca-Cola is always on the set with logo-embroidered plastic glasses for the judges. State Farm Insurance also joined the bandwagon with a musical montage of heart-wrenching American tableaus.
During the finals, host Ryan Seacrest never failed to plug in the iTunes link each time the show went on commercial.
Not limited to television, American idol also had product placements online. What?s more is the integrations were thematically appropriate, like the promotional recaps on the Web site titled ?Moments that made you smile? which was sponsored by Crest.
Yet the show?s brash commercialism is balanced by ?Idol Gives Back.? This show-named charity appeals for donations by pop stars. Last year, it managed to raise more than $60 million. This year, the show aims to help the Keep A Child Alive Foundation.
Through eight seasons, American Idol still maintains to appeal to a unique audience, making it a wet dream for brands and advertisers. You have to give it to its producers?the show?s formula works.
