brandchannel honors films and brand stars from the past year
NEW YORK--(Business Wire)--
Brandchannel, the leading online resource about branding, today
revealed the winners of its fourth annual brandcameo Product Placement
Awards.
"Resisting economic slowdown and government opposition, the
integration of advertising into different forms of entertainment
continues to grow. For 2007, we tracked more brands per number one
film than in each of the previous five years," said brandchannel
editor Jim Thompson. "The brandcameo Product Placement Awards
spotlight the best and notorious of this practice, highlighting how
they influence us outside of the theater."
Brandcameo, the product placement tracker produced by
brandchannel, has identified brand appearances in top films since
2001. Appearing in 57.7% of number one films from 2007 to 2008, Ford
triumphs with its third brandcameo Award for Overall Product Placement
for its consistent presence.
Brandchannel's global community of readers and branding experts
selected the following winners in an online poll:
Most Mouthwatering, placement most likely to prompt an immediate
purchase: Louis Vuitton in Sex and the City
Perfect Fit, best chemistry between a brand and a film: Manolo
Blahnik and Sex and the City
Welcome to Reality, fictional brand that you would most want in
real life: Stark Industries in Iron Man
Scene Stealer, brand that stole the spotlight from its human
co-stars: Ford Mustang in I am Legend
Bomb, placement that ruined enjoyment of a scene: Nokia in
Cloverfield
Odd Couple, most awkward and seemingly ineffective product
placement: LG mobile phone in Iron Man
Film Whore, film that most "sold out" for product placement: Sex
and the City
"Although Sex in the City was the clear choice as the film which
'sold out' for product placement, our readers also praised how it
enhanced the desirability of featured luxury brands. Context is key in
product placement," said Thompson. "On the other hand, LG's placement
of an older model cell phone in the hands of Iron Man's gadget fan
Tony Stark simply failed to impress."
Almost 900 readers from 90 countries participated in this survey
conducted in July 2008. Complete winners list and analysis of results
are available here: www.brandchannel.com/features_effect.asp?pf_id=435
For brandcameo's database of brands in number one films from 2001
to present, please visit: www.brandchannel.com/brandcameo_films.asp
About brandchannel
Brandchannel (www.brandchannel.com) is an award-winning online
magazine dedicated to providing the world's leading online exchange
about branding. Read by 111,000 subscribers and thousands more
real-world practitioners and thought leaders from over 100 countries,
its free resources include original articles featuring global,
comprehensive perspectives across industries. Brandchannel is an
editorially independent endeavor of Interbrand, which supports its
goal of creating an objective, central portal for branding knowledge.
Media Inquiries:
brandchannel
Iris Yee, +1-212-798-7684
iyee@brandchannel.com
Copyright Business Wire 2008
