SXSW 2012 - Product Placement and Inventive Marketing in Film

Product Placement and Inventive Marketing in Film
Event	Film 2012
Format	Panel
Organizer	Melanie Sherk – Zazzle
Speakers	Jay Vetter – Independent Contractor Elizabeth Litten Miller – Hasbro Chris Heatherly – The Walt Disney Company
Description	The most innovative film marketing teams have long utilized product placement to drive fan engagement, but advances in printing processes may now introduce new monetization strategies for production studios. Based on the fluidity of releases, on-demand manufacturing is the best case scenario for production studios to introduce film merchandise. These strategies may play into unique launch events and street marketing efforts where fans can memorialize their experience and combine local spirit with national releases. This fanfare ultimately serves the films longtail efforts as the gained intelligence may inform traditional retail decisions and prove the longevity for marquee film releases. This panel will explore the viral potential of product placement and its long term effects on the lifespan of a film.
Questions Answered	What is the most creative street marketing campaign that you have participated in and what were the perceived results? What major and up-and-coming brands have you placed or seen placed in recent picture releases? Cite the most absurd product placement that you have witnessed? Has the industry become innondated with brands pitching them for placement? How is this communication managed? Is product placement a pivotal consideration for all films?
Level	Intermediate
Supporting Material	http://www.zazzle.com/transformers/gifts?cg=196024444798256611
Category	Marketing / PR / Publicity
Tags	launch events, product placement, street marketing

You might also like:

Product Placement and Inventive Marketing in Film