Advertising is the backbone of any content. It is not only on the Internet, but also in big films and TV shows. The most common format in this area is “product placement”. This is when a product of a certain brand is placed inside the plot. And very often in films flickers Apple technology.
Think of any movie or TV series where the action takes place in our time, and with a probability of 90% there will be a MacBook with a burning apple. Or iPhone…
I decided to understand the nuances of Apple product placement and collected as many as five facts. It turns out that the company does not even pay for it, because the placement of apple technology is most often not an advertisement. And she has a whole strategy for promoting in tv+ series.
1. Apple technology is not for the bad guys.
For example, in the TV series Sherlock with iPhone and MacBook, you can only see Holmes and Watson, but not Moriarty.
In February 2020, Knives Out director Rian Johnson told Vanity Fair that Apple forbids giving its technology to negative characters. And all in order not to represent gadgets “in a bad light”.
Moreover, the company has special employees who are responsible for working with film studios and supervise filming. About it in 2012 told Phil Schiller (Apple head of marketing) during litigation with Samsung.
Even in politics use Apple trademark states that the company’s products must be displayed “in the best light, in a manner or context that positively represents Apple products and the entire corporation”. These rules did not appear yesterday.
Perhaps no company would want its gadgets to be used by villains who kill people.
Journalists from the Washington Post back in 2006 drew attention to the fact that in the series “24” all the good characters used a Mac.
And the villains worked on unnamed Windows computers. So, if you love detective stories, then you should know that negative characters will never walk around with iPhone and MacBook.
You can use these facts as a life hack for calculating villains.
2. Apple doesn’t pay to put its gadgets in movies
Many people still don’t believe in it.
Incredible but fact. Many people know about this, but agree, it sounds strange. After all, what can be the benefit of free brand advertising? There is one explanation.
The company provides its devices as props to film studios for free. In return, they must demonstrate the resulting technique. It is known that some film studios themselves offer free cooperation to Apple.
In 2010, when the iPad was introduced, the authors of the series “American Family” tried to get it before it went on sale, and Apple agreed. As a result, the episode where the main character receives an iPad as a birthday present came out two days before the start of sales.
Series co-creator Christopher Lloyd told in an interview with the Hollywood Reporter that the episode was not promotional. Including the iPad in the story was a cool idea, he thought, because the Apple tablet was new, talked about, and desired.
Actually this is a delusion. There were no advertisements and orders for product placement. We really wanted to do an episode about how Phil (the hero of the series) dreams of an iPad. It seemed appropriate then, because sales of the tablet were just about to begin.
We approached Apple with a request for cooperation. The company made concessions and gave us the iPad before it even hit the store shelves. But there were no conditions, like “we give you X dollars, and you have to show our product in such and such a way and talk about how cool it is.”
We had such advertising contracts with other companies, but not with Apple. This is how we wanted to make the story. And the iPad was a truly revolutionary product.
3. There was also a real Mac movie commercial with Tom Cruise.
In 1996, the first part of the Mission Impossible film franchise was released, starring Tom Cruise. Things at Apple at that time were not going well, the company was on the verge of a crisis. There was almost no money, and advertising integration PowerMac in the plot of the film was one of attempts to rise from the bottom.
Well, the ad is great. The Apple laptop fits perfectly into the plot, it has become an important tool for the protagonist. And Apple didn’t pay a dime for it. But there was a condition: the Cupertinos were obliged to release a PowerMac ad with Tom Cruise based on the film, and Paromount Pictures to demonstrate the computer in the film.
The ad campaign was the brainchild of former Apple marketing manager John Holtzman. An online quest based on the film was even launched. His page now can see only at the Internet Archive.
4. Apple products appear in the most successful films
Apple is everywhere.
In 2011 came out study about the frequency of appearance of various brands in the cinema. It turns out that at that time, Apple technology appeared in 28% of the most successful films. Evaluation of “success” was conducted by the level of box office.
In second place were Nike, Chevrolet and Ford. They were in the top 24% of films. And Sony, Dell and Land Rover are only 15%. But the peak was in 2008, when the iPhone, Mac and iPod were featured in about half of the movie hits. And imagine that the company didn’t even pay for its placements.
Moreover, the appearance of Apple on the screen irritates viewers the least. It’s not about apple magic, it’s just that Apple’s marketing people make sure that devices become tools that help the heroes achieve their goals.
5. Apple has a strategy to promote through Apple TV+ series
It is logical that Apple uses its platform for such purposes. You would also use.
In September 2021 Wall Street Journal spent researching series on Apple TV+ to find out how Apple promotes its products in them. After watching 74 episodes of various projects, journalists counted more than 700 placements. Of these, 300 times showed the iPhone, 120 times the MacBook and 40 times the AirPods.
It turns out that for every minute of the story there is one advertising integration. To analyze product placement in more depth, the WSJ turned to Christel Russell, a marketing professor at Pepperdine University.
There are usually three criteria for product placement:
In the first case, there is a direct demonstration of the product on the screen, but there is a rule. The viewer’s attention is almost always riveted to the center of the screen, and to make the displayed product more visible, it must be placed exactly in the middle. Apple does just that.
I think that you will now notice such moments more often.
But in some cases, devices may be located in other areas in order not to cause the viewers to feel intrusive.
Audio placement is transparent to viewers. It is not necessary that the name of the product be spoken aloud, a ringtone or a short sound will suffice, which will help to establish an association with the brand. Of course, in series on Apple TV, the sound of a marimba (the standard iPhone ringtone) and ringing from incoming notifications are often found.
They allow you to clearly distinguish which device the character is using, even if the device itself does not appear in the frame.
Sometimes using standard movie ringtones makes you rush to your iPhone. Because it seems like they’re calling you.
And of course, this is giving the product a key role in the plot. Recall one of the episodes of Ted Lasso, where Ted divorces his wife. He texts her on an iPhone, then scans the divorce papers through the iOS document scanner and sends everything via iMessage.
Most viewers develop a parasocial relationship with the characters while watching the series. They seem to get to know them and begin to sympathize with them. When they see what brand of phone the hero is using, those feelings begin to spread to the product.
Not only Apple, but also all other companies use such techniques. And I also note that despite such a frequent appearance in films and TV shows of Apple technology, it does not begin to annoy. Maybe it’s my love for the brand.
But most likely, talented marketers simply have a hand in such integrations, which do not allow creating an obsession around products.
Source: iPhones.ru — Новости высоких технологий, обзоры смартфонов, презентации Apple by www.iphones.ru.
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