Brand Integration

Introduction

Brand integration into television, movies, music and online video goes far beyond just product placement. While product placement plays a role, well executed integrations include a closer relationship between the brand and theme, storylines and character development of the entertainment property (organic integration). Brand integrations can also include title sponsorships and a brand underwriting the production.

Diet Coke – NBC & the Improv learn more

Laughter-it’s fun, hard to stop sometimes, and can happen anywhere, anytime. It feels good…that’s why Diet Coke teamed up with the IMPROV to pay tribute to 4 decades of good times with the Diet Coke with Lemon IMPROV 40th Anniversary Comedy Tour and Television Special on NBC. The tour kicked off in Los Angles and the jokes didn’t stop until the fun was shared with fans throughout the country-21 cities in all!

G4 TV – Cheat Pringles Gamers Guide learn more

Cheat! Pringles Gamers Guide is a Pringles-branded, G4-produced program, that gives viewers the best cheats and strategies for beating their favorite games. It is a leading example of today's new form of product integration in a world where getting your brand seen isn't as easy as just buying television spots and print ads.

Pringles – Need for Speed & Lord of the Rings
learn more

Shaky Egg executed two Pringles video game integrations in partnership with Electronic Arts. Pringles branding and messaging was included in EA's Need for Speed video game. In addition, the winner of the Pringles Lord of the Rings Return of the King Sweepstakes was immortalized in EA's release of the trilogy game.

Mezzi & Jay-Z

Mezzi is a high-end luxury brief case brand who engaged Shaky Egg to leverage and negotiate a developing deal with Def Jam Records and Jay-Z for a product placement and promotional campaign for the release of Jay-Z's "Show Me What You Got" video. The promotion offered the chance to win a $10,000 grand-prize trip for two to Monaco and a Jay-Z autographed Mezzi briefcase. The campaign was promoted on the Deff Jam Records and Jay-Z home pages and the Mezzi brief case was prominently featured on camera in the video. See Press Release.