Shot of Product Placement for Smirnoff as Brand Partners with Madonna

Feb 19

Smirnoff has joined forces with Madonna in the latest music video product placement deal.

The star’s video for latest single ‘Give Me All Your Luvin’ – the debut single from her forthcoming album ‘MDNA’ – premiered on YouTube in early February. Smirnoff vodka lines up as the drink of choice in the video’s bar scene.

Smirnoff’s Nightlife Exchange Project Dance was a global Facebook competition that set out to seek a dance star to join Madonna on her next tour. US dancer Lil Buck was finally chosen after a dance-off at New York City’s Roseland Ballroom. He joined the pop star’s dance ensemble at the Bridgestone Super Bowl Half-time Show earlier this month.

Simon Burch is the global brand director for The Smirnoff Co. He said: “Partnering with Madonna has been extraordinary and we are thrilled to deepen the partnership supporting the release of MDNA and ‘Give Me All Your Luvin’.”

Brands are increasingly including product placement in music videos in their advertising armoury thanks to the ease of targeting their prime audience.

Brands Become New Stars of Music Videos

Jan 10

Diet Coke, Sony, dating site Plenty of Fish and Wonder Bread are just some of the brands to play the latest leading roles in a selection of music videos, and, according to PQ Media, the trend is set to grow rapidly, bringing high returns on investment for brand owners.

Britney Spears’ video for hit ‘Hold it Against Me’ featured Plenty of Fish, Make Up For Ever and Sony. Lady Gaga’s video for ‘Telephone’ presented viewers with Virgin Mobile, Polaroid and of course, Diet Coke – aka the eccentric pop star’s ‘hair roller’.

Deborah Posner is an advertising instructor at The Art Institute of Fort Lauderdale. She says that since music audiences have migrated from TV to internet, advertisers have been able to glean more out of the available marketing space in music videos.

Permanent Advertising: Embedded Marketing Never Disappears

Because products placed in a music video never disappear, as long as the video exists, so does the advertising campaign. “[This permanence] is unlike most other ads which may be played before or after a video, or displayed alongside it only for a certain number of times or views. True embedded marketing does not disappear,” says Posner.

Music videos are particularly influential amongst a younger audience and so brands longing to woo the 18-35 year old demographic are taking full advantage. Posner says product placement promotes consumer identification, interaction and conversation around a brand.

Here is a selection of recent music videos using product placement advertising, including the infamous Gaga ‘hair roller’, courtesy of Diet Coke.