The big one here is HP laptops, which HP are hoping to associate with fashion. Some of the drink based promo ideas are also very effective – they follow the concept of ‘drillability’ – allowing fans to ‘drill’ down deeper into the film experience. In this case, from watching the film, to getting cocktails based on their favourite character.
Brand: HP computers.
Involvement: HP pcs and laptops with appear in the film
Co-marketing: HP will hold in-store events including competitions and film screenings. Sarah Jessica Parker will star in HP ads for TV, print, outdoor, and online.
Brand: Skyy vodka
Involvement: official vodka
Co-marketing: Competition to win a shopping spree with the film’s costume designer, release of limited-edition themed bottles. Bar and restaurant promos – themed cocktails served at Houlihan’s Restaurants, print ads, web sites and social media
Brand: Moët & Chandon Champagne
Involvement: Official champagne
Co-marketing: sweepstakes, billboards, store signage, and magazines ads in Elle, Essence, InStyle and Vanity Fair. Ads feature four Champagne cocktails newly created for Carrie (‘Fashionista’), Miranda (‘Player’), Charlotte (‘Socialite’), and tart cherry with mandarin flavours for Samantha (‘Bombshell’).
Brand: Lipton Sparkling Surprise tea.
Involvement: the girls will drink the tea together
Co-marketing: Manhattan Makeover competition.
Obviously there are lots of fashion brand tie-ins as well, including Halston – the white dress that she wears in the film posters – that SJP just happens to own equity in, Louboutin shoes (replacing Manolo Blahniks) and Swarovski crystals.
The big reason for the recent surge in brand integration is simple – ad spends are down everywhere. Hollywood is spending less, most brands are spending less. It makes sense for them to pool their money. the trick is to create experiences that extend the film in a natural manner, rather than making it look like an extended ad film.
Additionally, in the US at least, people are watching less traditional advertising, so brands need to increasingly search for innovative ways to connect with customers:
- 61% of moderate-to-heavy moviegoers in their 30s have DVRs,
- 71% fast-forward through commercials,
- 55% say they almost always skip the ads.
(Movie Goers 2010 study)
The DVR issue doesn’t exist in India yet. There are only two companies offering them (as part of a satellite tv package) and the uptake is still low, mostly due to the cost and the stranglehold of analogue cable connections.