Product Placement

Using product placement as a marketing channel

Product Placement


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hasbro Deutschland GMBH promoted its toy NERF Blasters to a new demographic in Germany.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hyundai Motor America revived flagging interest in its marque amongst millennials by capitalising on zombie mania.


Genevieve Begy and Vishal Talwar, International Journal of Market Research, Digital First, April 2015
Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'. Very little research analysing its economic worth exists outside of the realm of film, however.

Iris Vermeir, Snezhanka Kazakova, Tina Tessitore, Verolien Cauberghe and Hendrik Slabbinck, International Journal of Advertising, Vol. 33, No. 4, 2014
This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In two studies, the authors demonstrate that experiencing flow while gaming tends to contribute positively to affective outcomes, leading to more positive brand attitudes, but it has no impact on cognitive processing or brand recognition.

Natalie Chalmers, Mihir Warty, Michelle Vickerstaff, Jane Dorsett, Derry Simpson and Nigel Richardson, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Ikea, the furniture and homewares retailer, increased interest in its catalogues in Australia to boost sales.


Kate Kopperman, Warc Prize for Innovation, Bronze, 2014

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.


Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.


Mimi Deb, Vikram Pareek and Subodh Bhatt, Warc Prize for Asian Strategy, Entrant, 2014

With this campaign, Dabur Chyawanprash, an Ayurvedic healthcare brand, associated itself with an Indian reality TV show in order to boost awareness.


Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous.

WARC RECOMMENDS


ARTICLE FOCUS

Product Placement/Branded Content

An overview from the Advertising Research Foundation


WARC BRIEFING

Product placement

Marketing theories and trends


RECOMMENDED CASES

Product Placement

Warc's pick of the most effective case studies


RESEARCH PAPER

Product placement in entertainment media

Proposing business process models