Piggy Backing & Product Placement With Social Media Marketing

by Rebecca Happy on May 30, 2010

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Product Placement

Product placement or embedded marketing, is a form of advertising, where branded goods or services are placed in a context usually devoid of ads, such as movies, TV shows, news programs and now social media. The product placement is paid for and is often not disclosed.

Piggy Backing and Product Placement

I was reading Charlene Brisson’s new book that I spoke about in my 3-part series on 3-Step Marketing. She has really compiled a very extensive list of marketing tactics. One of them was product placement. I was a little familiar with how imbued our lives are with it today since my daughter had to do a research paper on it a few years back. In fact we just observe these things for fun when we are watching movies, TV and video. Charlene shared Lady Gaga’s videos and found over 15 in one. She was impressed at Gaga’s birlliance.

Anyways, I was thinking about the group at Social Spin and their launch of the new reality TV show for entrepreneurs: “Unstrapp’d” and how they were going to finance all of their endeavors.  I started really toying with the whole concept of product placement for them. They used product placement in a piggy backing mode…(not really product placement in the traditional sense of the word where the brand pays the company). I am sure you have noticed all the hype around the Apple iPad.  The guys at Social Spin decided to ride the wave of hype already created by Apple for the iPad launch. To help their launch go viral and hit their goal of 100,000 views in 1 month they are holding a contest with an Apple iPad as a prize incentive. I won’t go into the details but you can see the trailer here and if you want to register just follow the links in the description. This is what I would call piggy backing and there is a lot of it going on across the web. “

Piggy Back video Response

I thought I would apply what I had learned from the Social Spin team and leave a video response on the Unstrapp’d Trailer to “piggy back” onto the “Reality TV for Entrepreneurs” launch. If you look closely, I played around with product placement too. Watch here and tell me how many products/logos you find and how many different businesses:
trans Piggy Backing & Product Placement With Social Media Marketing

Thanks for dropping by.

Rebecca Happy ~The Connector Gal

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Tagged as: appleIpad, appleIpadLAunch, charleneBrisson, ladyGaga, onlineProductPlacement, piggyBacking, productPlacement, realityTVForEntrepreneurs, realityTVLaunch, social spin, socialMediaMarketing, unstrapp'dTrailer

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  • http://www.facebook.com/charlene.brisson Charlene Brisson

    Hey Rebecca, great post!

    I was at Sex & The City2 this weekend. The product placement is over the top! Claims are to have almost 90 products (paid and unpaid to meet the storyline). A few of the products are Pringles, Bergdorf Goodman, Rolex, Cuisinart, US magazine, Skyy vodka, The New Yorker Magazine and the one that almost has it's own starring role is Suzanne Somers book – Breakthrough: Eight Steps to Wellness. They had to find some way to pay for the $10million in clothing!

    Cheers,

    Charlene
    http://www.3stepmarketingpro.com

  • wmjhartman

    Interesting video. Lots of Product placement. By asking the question it made me pay closer attention. LOL

    Thank You

  • http://ricksalas.com Rick Salas

    Hi Rebecca, great info and I like the comments as well. I never thought about it. I have heard that if you place one ad or just mention it in a video, more people will want to include it in their content and it could go viral because so many people will be using it. Just a thought. Thanks for the info and It seems as though it would work.
    Thanks again and Take care!

  • http://www.twitter.com/rebeccahappy rebeccahappy

    DO you mean overt advertising?

  • debbiestevens

    Hi Rebecca,

    I loved this post. I didn't realize there were opportunities in social media for product placement. Duh! Anyway, I appreciate you getting the wheels turning in my mind. Also, I thought the video was awesome! Talk to you later.

  • http://www.twitter.com/rebeccahappy rebeccahappy

    Did you watch the trailer of the show they are about to launch? http://rebeccahappy.com/ipad ?
    I know that watching this show will be fun and will be very educational if you watch it with a critical eye and always crack open what you see them doing.
    When I started thinking about product placement, I thought that a log of bloggers selling affiliate links do just that. The trend seems to state a disclaimer for transparency but that does not neglect the benefit of the review. Essentially from what I have learned, those big bloggers earn a lot because they have established themselves as content leaders so people trust them and what they recommend. Once they have a big readership, this can be profitable. What social media has done is enable a more democratic approach to information and entrepreneurship in some ways. I find it very exciting.

  • http://www.twitter.com/rebeccahappy rebeccahappy

    It is amazing how one little crack can change how we view things.

  • ClintWhite

    What a great post …interesting as well as enlightening.

  • theuns

    Hi Rebacca

    Thanks for the Info ,I just join it last week ,I think they see something new
    anf how to use Social media.

    Make it a great day

  • http://www.edwardrecommends.com/ Edward

    Hey Rebecca,

    Great post. I have always been fascinated with product placement and how it is so embedded into all media these days. I also love to find how many are in a particular show or movie when I am watching it. It adds another dimension to the viewing that is beyond the plot and benefits my understanding of marketing.

    Make it a great day!
    God Bless,
    -ed

  • http://www.edwardrecommends.com/ Edward

    Hi Charlene,

    That is just amazing. I could see that there could easily be 90 product placements and references in a movie like that. It would be a great place to have a 90 minute commercial and endorsement for these products. The new age of advertising is among us.

    Thanks for sharing.

    Make it a great day!
    God Bless,
    -ed

  • http://www.rebeccahappy.com/piggy-backing-with-ipads/ Piggy Backing With iPads | Rebecca Happy's Blog~The Connector Gal

    [...] I wanted to mention Dewane’s blog is that I read it when I was writing my last post on the Unstrapp’d Reality TV Launch and their piggy back on the Apple iPad launch. I also happened to read  Bill Hartman’s blog [...]

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