The Pit - IMI Trust

Donald Trump’s The Apprentice, is a great show as it offers education, insight and for those fighting to get to the top, it highlights Donald’s business genius. The Donald is a master of self-promotion and has been for over two decades.

He is also a master of promoting his friends. Every single week, the challenges in The Apprentice tie in to ‘a good friend of mine’, their company and the products they are selling. When The Don does the summary he sells them brilliantly. Short, sharp and too the point. Because of the delivery and the context it is difficult to doubt his words for a second.

This form of sponsorship is a sophisticated form of product placement.   At the start of one show, you see the eager contestants waiting for Donald to arrive.  The camera then tracks across to show his arrival in a SL55 AMG.  The faces of the contestants are in awe. Note: Most contestants in The Apprentice are self-made millionaire in their own right so the looks of awe are probably flattering, false and fit for purpose, like everything they do on the show. 

As soon as the car pulled in, you can be sure that Donald had done a deal with Mercedes.  What other car would be suitable to be the carriage of choice for Donald at future engagements?  You guessed it.  As is always the case, when you are one of the richest people, you don’t have to stick your hand too far in your pocket.

Don’t be naive to think that product placement is a rare occurance. Do yourself a favour when you are watching TV. If there is ever a computer showing have a look at the brand. Top marks to the marketing team of Apple. Very effective product placement!  Again, for music players, credit Apple for putting iPods absolutely everywhere.  Don’t forget, mobile phones by Sony Ericsson and Nokia, landlines by Lucent, PDA’s by Blackberry.  

But it is not technology cornering this market, look at positioning of other household products like detergents or toothpaste.  The practice of product placement is rife.

Product Placement Is Prevelant. But Too Much Can Be Ineffective

Die Another Day was the first movie to have its production cost completely covered by product placement.  It works away subconsciously. Obviously, the marketing departments of corporates thinks it works because they are throwing money at it. 

What are some great examples of product placement you have seen recently?  Or better still, any poor examples, that make you say, NO?!