Brand Integration
Fee-based “product placement� advertising which may sometimes be called “brand integration� and is probably the closest to a “guarantee� that that your brand or product will appear within the content of a given production. Fees to the productions are dependent upon multiple factors which may change dramatically with the individual placement. However, two primary factors are the level of the integration winithin the content and the distribution reach of the property. There may also be restrictions on the practice of paid integration and Above the Line endeavors to bring these factors to the attention of each client.Above the Line will work directly with the client and the client’s media and creative agencies to execute the most effective placement and integration opportunities available for the brand.
On other occasions, you may find that your brand naturally integrates into the production due to its value to the production and the scripted story line or theme. In this case, no fee may be necessary, but your placement is virtually guaranteed.
One example of a “brand integration� may be seen in Shall We Dance (2005) with Richard Gere and Jennifer Lopez which included the climactic scene involving the "Chicago-Taittinger Open Dance Competition�….a champagne placement that has yet to be surpassed.