Product placements have become the norm in movies. In fact, statistics from researcher PQ Media predicted that global product position would rise by 13.8% in 2021 to $23.3 billion compared to 2022. Meanwhile, total marketing spending was expected to jump only 5.9% to $1.35 trillion. American, Bloomberg reported.
Meanwhile, market research firm Concave Brand ranked it the 10th most successful movie brand merger as of 2021, noting that these product placements accounted for 16.7% of the total entertainment marketing value in the top 50 movies last year. Including Shang Chi and the Legend of the Ten RingsAnd Poison: Let there be a massacreAnd LucaAnd Space Jam: A New Legacy.
Recently, Marvel’s Doctor Strange in a multiverse of madness Not only did he attract online chatter among ardent fans, but he also earned the position of a product by luxury watch brand Jaeger-LeCoultre. Actor Benedict Cumberbatch, who plays Doctor Strange, can be seen wearing a Jaeger-LeCoultre Master Ultra Thin Perpetual Calendar watch in the movie.
Originally introduced in the 2016 movie “Doctor Strange,” the luxury watch brand introduced in a press release that the watch serves as a tangible reminder of meaningful events from the character’s past and present, and is also an essential reference at several key points during Doctor Strange’s Journey into the Arts. Sufism.
Meanwhile, Cumberbatch is the face of Jaeger’s new ad campaign (pictured below), in which the actor presents the inaugural edition of the Jaeger-LeCoultre Polaris Perpetual Calendar. In the campaign video, he refers to time and his ability to change time in the multiverse as Doctor Strange.
Here are four other Marvel movies that feature iconic brands.
Captain America: Civil War
Vivo V3 and V3Max series smartphones (pictured above) debuted at Captain America: Civil War In 2016 Iron Man and Captain America used it to make phone calls. Robert Downey Jr., who started as Iron Man, also used a futuristic, fictional Vivo phone to project holograms into a video.
Vivo enjoyed over a minute of screen time in the movie, with close-up shots as the V3 and V3Max were placed directly in front of the camera. Alex Feng CMO of Vivo explained that the brand sought to market and promote the V3 and V3Max as “superhero certified” smartphones, encouraging fans to buy and own one for themselves. According to Vivo, the film co-branding is one of its main strategies in expanding into the international market.
Shang Chi and the Legend of the Ten Rings
The BMW iX3 rose to life during an intense chase scene in Shang Chi and the Legend of the Ten Rings, where Shang Zhi and his comrades were desperate to escape. Besides the BMW iX3, a red BMW M8 sports car also appeared in Melbourne when the protagonist worked as a parking valet and his friend Katie was forced to take the car out for a ride.
In a previous statement to interactive marketingDarren Cheng, Marketing Director of BMW Asia, explained that the goal of this initiative, and each placement of a BMW product in films, is to build brand affinity and raise awareness of premium models. By putting both cars at the center stage in action-packed set pieces, the BMW Group has sought to demonstrate the power and agility of its cars, and to market its design, performance and technical features.
Spider-Man: There is no room for home
Hyundai Tucson smashed back in Spider-Man: There is no room for home. Defined by the brand as a “multi-purpose car” and a “Tucson multiverse,” the car’s highlight moment arrived when Peter Parker dressed up and transformed into Spider-Man on the roof of Tucson, positioning himself in a combat position in the light of impending danger.
At the same time, Hyundai’s LONIQ 5 also appeared in the Hyundai TV spot prior to the movie’s release. In the long-running “Only Way Home” commercial, Spider-Man is bent on clearing his name and getting out of hiding, only to find that his web slingshot no longer works in a single story. The two take a trip to New York with his best friend Ned in the IONIQ 5, as they navigate their way through open country inside the car, bantering along the way.
“We view these partnerships as an opportunity to bring to life content that celebrates both brands. By placing Spider-Man in a one-story world, where he has only one way home, we were able to put Spider-Man into a one-story world, and we were able to Giving Hyundai a chance to salvage the situation.Hyundai worked with the advertising agency on the campaign.
In addition, Hyundai engaged in a dangerous stunt in which the brand’s IONIQ 5 appeared suspended from the ceiling in the Spider-Man bar at the Sony Center in Berlin. The brand went so far as to release short videos via YouTube and other social media channels about the role Spider-Man, Doctor Strange, and the Multiverse played in getting her there. According to Andreas Christoph Hoffmann, Vice President of Marketing and Product at Hyundai Motor Europe, this trick underscores the prowess of both the popular superhero and the brand’s new Halo.
The Hawk and the Winter Soldier
In the Disney + . series The Hawk and the Winter SoldierWinter Soldier, also known as James “Bucky” Barnes, was seen sipping on a bottle of Tiger Beer, a Singaporean beer brand, while on a date with a waitress. In fact, he had three bottles of Tiger Beer on the table in front of him at one point in time. The Tiger Beer bottle first appeared when Bucky and the waitress were discussing their online dating experiences. Although initially inconspicuous, the beer’s highlight moment soon came with a close-up of Bucky devouring Tiger Beer and her logo facing the camera.
Aside from the producer’s visual position, the movie also doubled the visual position, with Bucky stating that he’s seen a lot of weird pictures on online dating platforms. When asked what kind of weird it was, Bucky replied: “Pictures of a tiger.”
After Brand’s sudden appearance in the movie, she uploaded a cheeky reference to Facebook and Instagram. The post features a bottle of Tiger beer with the caption “Here, Soldier.” To make the reference more clear, Tiger Bear said that “every superhero deserves a tiger” while tagging Marvel Studios and official social media accounts. The Hawk and the Winter Soldier.
Wong Yee Ching contributed to this story.
Image Courtesy: 123RF
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