Because of her job at ABC, my brothers wife Yvonne gets Academy screeners each year around the holidays. Last weekend we watched Up In The Air which comes out on Christmas. Mid-movie my brother wondered aloud how much American and Hilton had spent for a partnership with the film because of the incredible amount of logo placements throughout the movie.
There is an article today in Ad Age that covers the placement and dicusses how actually no money was exchanged but in fact each brand traded the exposure for no production costs on the usage of the facilities (airports, hotels, planes etc).
At the end of the day the formula for success with brands in this manner is the carefully crafted balance of art vs. commerce. This partnership works because they aligned themselves with a Oscar caliber film and the nature of George Clooney’s character allows for the plausible integration based on how intrinsic the brands are to his characters self-worth. They are currently measuring the halo effect through social media and receiving positive feedback but since the message of the film is actually one of renewed connection to home and family and the displacement of the road-warrior, I wonder if it will provide the long term ROI they are hoping for.