It's Back to Soap Opera Style Sponsorship

Call it what you will these days; advertainment, product placement, advergaming. Marketers are returning to the days of old when marketers "owned" television shows. They had a much firmer grasp on the content and a much bigger slice of the sponsorship pie.

Well, what goes around, comes around. We are just calling it something different this time. Pepsi has just announced plans for a game show called 'Play for a Billion' in which the game show is tied directly to Pepsi's bottle cap sweepstakes.

"You're going to see a lot more of this," says Dave Burwick, chief marketing officer, Pepsi-Cola, North America. "It's so much more difficult for a 30-second ad to stand out these days. . . . When you control the content, you develop the exact message you want."

This USA Today article discusses this trend and explains what other major marketers are doing in this area.

by Steve Hall    Apr- 9-03   Click to Comment   

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