podcastsinenglish Level B.85 Product Placement
Mar 5, 2020
Product placement is a growing trend in film and TV, providing brands with unique visibility. Iconic examples include Ray-Ban's 40% sales boost from Top Gun and FedEx's global recognition surge from Cast Away. Even brief placements can yield impressive results, like the 150% spike attributed to a quick snack scene in Parasite. The hosts humorously reflect on the impact of these placements, especially in relation to Korean audiences.
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Top Gun Made Ray-Bans Iconic
- Ray-Ban aviator sunglasses appeared prominently in Top Gun and became a cultural symbol through Tom Cruise's character Maverick.
- Their placement led to a 40 percent rise in aviator sunglasses sales after the film.
Cast Away Boosted FedEx Recognition
- Cast Away featured FedEx throughout as the protagonist worked for that courier company, giving the brand strong on-screen presence.
- FedEx did not pay for the placement, but the film increased the company's recognition in Europe and Asia.
Placement Length Shapes Impact
- Products can appear as key elements or only fleetingly, yet both can change company fortunes.
- Strategic placement length and context determine differing marketing impacts.