Mountain Dew Funds Movie


In a subtle bit of Product placement, Mountain Dew has financed a snowboarding film, opening December 2, called First Descent. The brand is said to make subtle, casual appearances in the film but will not, it seems, be overbearing. Audiences will make that determination.

by Steve Hall    Oct- 6-05   Click to Comment   
Topic: Product Placement   

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Why can't they just write
"Produced by Mountain Dew"
in the title sequence and dump the product placement ?
Product placement is bullshit.

Posted by: KRank on October 6, 2005 2:09 PM

I disagree (with both your thoughts, and your language by the way).

Product placement is slowly replacing traditional advertising (it never will totally replace it, mind you). Yahoo's partnership with The Apprentice shows exactly how product placement is useful:

"In last year's Apprentice campaign Yahoo scored large and previously unreported audience response rates with product placements tied to two of its own advertisers as well as its Local Search service.� After the ice cream challenge during the second season, viewers were told to go search Yahoo, and 'Within three hours of the end of the show, the term 'Apprentice Ice Cream' was the third-most-searched term on Yahoo that day. By 5 o'clock the next afternoon, the ice cream was sold out."

With more and more video games heading in the direction of product placement as well (McDonalds in The Sims, Billboards in racing games, etc.) this is a source of still virtually untapped income.

Posted by: meeyotch on October 6, 2005 2:23 PM

Ad Age wrote about this 6 months ago!

Posted by: Homesick Texan on October 6, 2005 11:16 PM

First Descent is supposed to be a documentary film,
not a piece of crap reality TV show.
Just put the corporate logo and name in the titles,
instead of sneaking in "subtle" product shots. Yeccccccch.
Product placement will eventually contribute to the
overall decline in television viewing.
Hmmm. Maybe not so bad after all. Brilliant !

Posted by: KRank on October 7, 2005 9:15 AM

Hmmm... I'd much rather have "subtle, casual appearances in the film" than obnoxious, overbearing commercial breaks during it. But then, thatís only an opinion...

Posted by: Kurre on October 10, 2005 5:36 AM