Brand cameos – an in-depth look at business to business film product placement marketing

Business To Business Film - Product placement in film making, also known as brand cameos or business-to-business film advertising, has become very popular in the past 15 years. Many popular motion pictures have receive funding in exchange for product placements from industry leaders such as Coca-Cola, Pepsi, Jeep, Sony, Starbucks, Nike, Burger King and others.

Business to business film advertising is big business. Practically anything that used to be a prop or a film location can now be filled by a brand endorsement, from food and beverage to computers, cars, clothing, accessories, cell phones, camping gear, cookware, books, fast food restaurants, health clubs, banks, amusement parks, television channels, web sites, and more. The possibilities are endless.

Coca Cola, for example, has appeared in 12 top box office films in the past 18-24 months, with business-to-business film advertising placements in the following films: Man on Fire, Mean Girls, Resident Evil: Apocalypse, Sky Captain and the World of Tomorrow, The Forgotten, Bruce Almighty, Freddy vs. Jason, Head of State, How to Lose a Guy in 10 Days, Kill Bill Vol. 1, Phone Booth, and X2: X-Men United.

Similarly, Budweiser purchased its share of the business-to-business film advertising pie with a total of 14 product placements for its Bud and Bud Light brands including: American Wedding, Anger Management, Cradle 2 the Grave, Darkness Falls, Head of State, How to Lose a Guy in 10 Days, Just Married, Phone Booth, Terminator 3: Rise of the Machines. Bud Light appeared in 5 top films: Charlie’s Angels: Full Throttle, Hellboy, How to Lose a Guy in 10 Days, S.W.A.T., and Terminator 3: Rise of the Machines.

The underground comedy, State and Main, poked fun at business-to-business film advertising when the firm producers came up short on budget and sold an advertising spot to an Internet company, on a film that was supposed to be set in the 1800s.

Product placement is also utilized extensively in popular television shows, and to a lesser extent, in stage productions. Regardless of the audience and venue, brand cameos, as a method of advertising, is a subtle and effective way to help a company develop a solid brand identity, especially when used in conjunction with other advertising and marketing channels.

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