Products find homes

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A sampling of integrated product placement deals at cable networks in 2003.


Show: "Beg, Borrow & Deal"

The deal: McDonald's Corp., Subaru of America and SABMiller's Miller beer were integrated into this sports stunts show.

Fox Sports Net

Show: "Best Damn Sports Show Period"

The deal: Among the deals this series has struck is one with Labatt USA that involves a "Labatt Bar" set used three times a week. Home Depot also constructed a deck used as a set.

Game Show Network

Show: "Whammy"

The deal: Contestants in this game try to "land" on prizes-it has provided opportunities for Mars' M&M's, Best Buy Co. and Discover Financial Services' Discover Card. American Suzuki Motor Corp. sponsored the show's second season.

Outdoor Life Network

Show: "Global Extremes: Mount Everest"

The deal: Finalists in a competition of endurance try to scale Mount Everest. Four Toyota SUVs were used extensively. Toyota Motor Sales USA shot a complementary ad campaign at Mount Everest.


Show: "House Rules"

The deal: TBS teams up with Lowe's Cos. for this series in which three teams compete. Various home improvement products from Lowe's will be featured. Debuting in the fall.


Show: various programs

The deal: TechTV gives out Webcam equipment to members of its viewing audience, allowing them to interact with various shows by submitting questions and coming on TV live. 3Com Corp. was the original sponsor; Intel Corp. currently is the product placement sponsor.


Show: "Diet Coke Movie Fest"

The deal: Movies linked with Coca-Cola Co.'s Diet Coke via interstitials, tune-ins and contests.

USA Network

Show: "Monk"

The deal: Reckitt Benckiser's Lysol and Unilever's Lever 2000 Wipes are naturals for this show, whose title character has an obsessive-compulsive fear of germs.

WE: Women's Entertainment

Show: "She House Cinema"

The deal: Friday film will be laced with segments at a home construction site. Winner gets house, with appliances from Sears, Roebuck & Co. July debut.

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