Tuesday, November 16, 2010

This is NOT what is meant by seamless integration



Product placement is a technique--perhaps trick--to get an advertising message across to a distracted audience. In other words, while members of a TV audience may turn away physically or mentally when the commercials appear on the screen, or when viewers choose to do something else like go get something to eat, product placement is offered as an antidote. Because the "ad" shows up in the context of the program, viewers cannot escape it (at least theoretically they can't). The product placement above is a really bad example. Here's a link to the full article with two more examples of how not to do this.

10 comments:

Michelle Koles said...

This attempt to successfully incorporate a product into a TV show is almost nauseating to watch. I find myself cringing because I am so embarrassed of the way the cast is incorporating Chex Mix into the show. It would almost be more effective to not have Chex Mix in the episode at all, because it makes the brand seem desperate for some attention. This may be a bit harsh for a critique; however, I cannot imagine that anyone who watches this (regardless of their knowledge of product placement) will not notice that this seems extremely unprofessional. I believe that this particular product placement is essentially detrimental to Chex Mix’s validity as a major brand. On the contrary, when product placement utilizes seamless integration, the brand seems professional and will usually get a positive result from it; unfortunately this is not the case.

goale05 said...

This example of product placement is humorous to me. The product placement is supposed to be seamlessly integrated into the television show but in this show, it is so obvious that it seems ridiculous.

I think that for a product to be seamlessly included in a TV show, the dialogue in the show can't go out of the way to mention it. In this clip, it seems unnatural for the dialogue to include the conversation about "I can't believe you've never had Chex Mix!"

The product could have been less obviously integrated if the TV show just left out the conversation about the product. Instead, just the bag of Chex Mix in the scene could have served as the product placement. Besides, with product placements, the viewer is supposed to not even realize that a product is being endorsed in a TV show as they watch.

Eric said...

This was a very weak attempt at integrating the Chex Mix into the show's plot. As Michelle said, it "is almost nauseating to watch". The entire time it is almost blatantly obvious that they are trying to push Chex Mix into the face of their viewers.

Comparing this to one of my favorite product embeds, the Mini Cooper in The Italian Job, is quite sad. Where as the Mini Cooper was included deeply in the plot line of the movie, I'm pretty sure you never heard or saw the word Mini Cooper in the entire movie. This product embed was simply shown to you, instead of the character's constantly putting it in your face.

Eric said...

This is an unbelievably poor attempt at product integration in a TV show. It looks like the characters and forcing Chex Mix into the plot. As Michelle said, it "is almost nauseating to watch". As I watched this, I felt like the characters were pushing Chex Mix directly in my face instead of integrating the product into some form of the plot.

Compare this to the product embed of the Mini Cooper in The Italian Job. I don't think the word "Mini Cooper" is spoken or shown once in the entire film. Instead, the product is just shown throughout as an important part of the plot.

kamicheli said...

Even though this is a terribly poor example of seamless integration, it is still getting recognition! People will watch it, find it somewhat humorous, and pass on the information, or the link, to friends.
It is probably not good publicity for the TV show, having poor product placement, but as for Chex Mix? i still feel like they are getting airtime..whether good or bad they are still featured on the show and i think it is more of a stab at the show rather than Chex Mix. I would agree with Michelle and call it extremely unprofessional.

I think this is a VERY poor excuse for seamless integration, but above all else - i got a good laugh out of it.

Bethany Shine said...

The poor use of product integration gives the Chex Mix product a bad image. I agree with Michelle when she says" I am so embarrassed," because how could any actor or producer of the show think that was an O.K scene to include. It brings humor into the segment, but not in a good way, viewer are thrown off by the terrible judgment of the producers to throw something so blatantly in their faces. The whole point of seamless integration is for viewers to not recognize they are watching an advertisement, which will lead them to making a purchasing decision they would not have thought about before. Seamless product integration has been used in many different ways successfully, such as Absolut Vodka in Sex and the City.
The way this TV show decided to place the Chex Mix was ridiculous and takes away from the value of the show as well as the product!

Alison Marshall said...

I think this is very interesting because even though it's not seamless integration, it is still product placement. Sometimes when product placement is seamless, people don't even notice the product. Everything produced has a brand name, so in movies and such, everything down to the coat someone is wearing has to be from somewhere. Though this is true, people don't necessarily notice what type of brand the coat is made by. Sometimes it is better to have product placement that is not seamless, because that way it is definite that people will recognize the product, and it will get in their head. Everyone will take something different from this Chex Mix clip, but either way we are all talking about it.

Kerry said...

In general, I feel as if I take note of the product placements within the TV shows that I watch. However, even if I went out of my way to ignore product placement, I wouldn't be able to miss this one. Soap operas are known for overdramatizing pretty much everything, but the product placement is extreme. A show that I've noticed insane amounts of product placements in is Gossip Girl. Sometimes it is really subtle; they all always have the newest Verizon phones. Sometimes it's so obvious and awkward. I remember one episode one of the characters told another to "Bing it" instead of "Google it". This was so awkward for the character to say that it just stuck out in the dialogue.
Although I notice all of the product placements and usually think about the products, I find them extremely annoying. At times I find myself thinking that the show is using the viewers, the fans, as a source of income rather than just trying to entertain us. If I notice any really obnoxious product placements, it makes me not want to watch the show.
Product placement is only successful when it is seamless. Otherwise it is distracting and evokes negative emotions from the viewers.

Kristin said...

I agree that this is an extremely good example of poor seamless integration. After I watched it, I truly felt embarrassed for Chex Mix. It almost seems as though it is a parody to poke fun at a Chex Mix commercial. I highly doubt that anyone would feel the urge to go out and buy Chex Mix after watching this. However, I have to agree, that though it is a very poor example of seamless integration, people are still talking about it. Thus, we are ultimately bringing more awareness to the brand, in general. It almost reminds me of the expression that bad publicity is better than no publicity at all. Though the placement is not done well, Chex Mix still gets its name out there.

Kristin said...

I agree that this is an extremely good example of poor seamless integration. After I watched it, I truly felt embarrassed for Chex Mix. It almost seems as though it is a parody to poke fun at a Chex Mix commercial. I highly doubt that anyone would feel the urge to go out and buy Chex Mix after watching this. However, I have to agree, that though it is a very poor example of seamless integration, people are still talking about it. Thus, we are ultimately bringing more awareness to the brand, in general. It almost reminds me of the expression that bad publicity is better than no publicity at all. Though the placement is not done well, Chex Mix still gets its name out there.