007's license to sell
Post on 01-Dec-2014
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007's License to SellA global media analysis of Quantum of Solace
James O'Malley
22nd James Bond film Direct sequel to Casino Royale Second movie starring Daniel Craig Budget: $230 million Released in 82 countries Worldwide gross to date: $454,056,000 $79 million from advertising
Includes product placement, brand integration, and promotional tie-ins
Set new record for Bond film
Film Facts
Source: Internet Movie DataBase (IMDB.com)
Ford Motors – Aston Martin, Volvo, Range Rover, and Ka Sony Electronics – Bravia, Vaio, Ericsson Omega SA watches Swatch Coca-Cola – Coke Zero Smirnoff Vodka Bollinger Champagne
Advertisers
Heineken Avon Products UK National Lottery Ocean Sky Jets Orbitz VisitBritain Tom Ford Sunseeker Powerboats Activision Virgin Atlantic Airlines
Source: Internet Movie DataBase (IMDB.com)
007 and theAston Martin
Source: Filmonic (Filmonic.com) and Associated Press
The Aston Martin, partially-owned by Ford, is the traditional car of Bond Ford paid $100 million for exclusive vehicle rights, including:
Aston Martin Volvo Range Rover Ford Ka and Expedition
007 and theAston Martin
Source: YouTube user LordIntus (Youtube.com)
Aston Martin DBS [Commercial Video]
007 and theAston Martin
Source: MGM Worldwide and Columbia Pictures, used for educational purposes
007 and Sony Ericsson
Source: The Boy Genius Report (BoyGeniusReport.com)
Eight characters use six different Sony phones Multiple shots of Bond using phone with Sony Ericsson logo One phone Sony paid to have in movie was canceled Price tag undisclosed
Source: MGM Worldwide and Columbia Pictures, used for educational purposes
007 and Sony Ericsson
007 and Sony Ericsson
Source: YouTube user SonyEricsson Media (Youtube.com)
Sony Ericsson - C902 BOND Quantum of Solace Advertisement
Which is more effective?
Which type of advertisement was more effective?
Was Ford's $100 million and Sony's money well spent?
Research suggests...
Source: FIND/SVP and MediaPost (MediaPost.com)
Product placement can't beat traditional ads 52% of viewers would buy product after
watching commercial, versus 23% after product placement
Consumers more likely to recall brand in traditional ad than product placement
Logical product placement is most effective
Advertisers increasingly use product placement because of belief that consumers “tune out” traditional ads
The End.
The End.
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