Placement at end
The five minute-long installments of "Change of Plans" detail a day in the life of Anna, an overworked and underappreciated junior executive who dreams of taking a vacation instead of running her boss's demanding errands. There's no Chase product placement in the minifilm until the last scene, when she's relaxing poolside at a resort and gives the cabana boy her Chase card to pay for her pina colada.
The first four installments air during the breaks and viewers have to log onto TNT.tv to watch the final installment. The deal was done through Zenith, Chase's media agency, and included both planning and buying teams, along with lots of direct client interaction. And it's been in the works for awhile; the parties started talking about what kind of concepts they could come up with a year ago.
The concept is not a particularly new idea but it is indicative of where some enterprising media companies are trying to go. As Starcom CEO John Muszynski said this week at the IRTS breakfast: "We've got to put a little more focus on trying to customize the solutions out there and you'll be surprised how much money shows up. ... Right now we're all waiting for the budgets to appear rather than finding solutions to the problems -- and then the money will be there."
Similar deals in future
Linda Yaccarino, exec VP-Turner Entertainmnet ad sales and marketing, agreed that there will be more of these kinds of deals going forward. "While they might not necessarily be a quote-unquote minidrama, we're in several very interesting conversations where we're testing or analyzing or questioning the traditional formats, the way advertisers utilize our air and capitalize on the strength of the TBS, TNT and now CourtTV audience."
"It's a great demonstration how with the right partners we're looking to listen to their challenges as brand marketers and say, 'Hey we've got tremendous reach and marketing capabilities,'" said Ms. Yaccarino, "'so let's do something cool and unique together.'"