GM – NBC Product Placement Deal is Their Own Worst Emmy
Worldscreen.com reports that NBC will see Ford's Knight Rider and raise it an everything. In other words, GM has cut a product placement deal that should see the peacock network festooned with GM products, featured in everything from "My Own Worst Enemy" to "Top Gear." Yes, there is that. Anyone harboring the idea that the NBC version of the no-holds-barred British car program will be critical of advertisers' vehicles would do well to clock the fact that this GM – NBC tie-up is worth several tens of millions of dollars. That and the admission that the accord (so to speak) is "not just been about media units, it's also about how we as an advertiser can dig deeper into their brands… and ours." This from Dino Bernacchi, GM's director of marketing alliances and branded entertainment. But the inappropriately-branded car puns don't stop there. "NBC has really been aggressive to promote alternative ideas in-program and around-the-program that leverages multiple touch points. We call it Fusion Marketing— partnering with the creative community around ideas that build relationships with a passionate audience but done through the lens of the entertainment property to showcase the cool, new great cars and trucks we offer. This deal sets a tone for how we'll be approaching this year's upfronts." Hey, at least they're up front about it. Or, as far as viewers are concerned, not.
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