Original article url: http://www.adweek.com/aw/content_display/news/client/e3if5ddbe1f0bbd42ec200354f13c25dd9c
Author: Georg Szalai, THR
Brand integration is something that is becoming very common in the world of advertising and marketing. The latest example is Univison Communications, which is taking it to new heights with the Spanish prime-time novella Eva Luna that launches Monday.
The show will feature three General Motors vehicles and also weave Domino's Pizza and T-Mobile into the show. All three companies are paying real dollars to have their brands inserted cleverly into the storyline.
It's a concept that's quickly catching on--and not just with television. Video games, movies, and online video sites all now seemingly contain product placement.
If you're a company trying to reach a broad consumer base, what better opportunity would there be? It's essentially the same as paying to have your logo stamped on a basketball court or on the wall of a stadium--both are methods to get your company's name in as many people's minds as possible.
This latest form of brand integration by Univision is taking it to a new level, and I'm very interested to see what kinds of returns the companies receive from this marketing strategy.
- Preston McClellan
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