TTU MKTG 4354

Baby You Can Drive My Product Placement Car

The New York Times reports on the amount and form of product placements in the recently released Herbie: Fully Loaded. In the eighth paragraph, a strange relationship between NASCAR, its fans, Disney, and the creative team behind the movie is mentioned. Writer Ross Johnson does not pursue this concept, but it raises some interesting questions especially for our class.

First, who is trying to create a relationship? Disney does not broadcast the Nextel Cup races, which is NASCAR's top racing circuit. Does Herbie represent an effort at creating a relationship between the two similar to a first or second date?

Second, do NASCAR fans display a loyalty to certain brands that fans of the NFL or Texas Tech do not? Is Tropicana looking for a surrogate relationship with NASCAR fans? This could be similar to the best friend of a guy who attempts to be friends with the guy's girl friend. Where are the real loyalties in the relationship?

Third, if product placement offers a panacea for participants, why does Volkswagen eschew Herbie? Is the movie inconsistent with Volkswagen’s integrative marketing communications’ strategy? Or does Volkswagen fear getting lost in the other commercial attempts tied to Herbie?

Fourth, but certainly not finally, should or could NASCAR attempt to extend sponsorship value in other mediums? Tropicana, which is owned by NASCAR sponsor PepsiCo, and Goodyear, figure prominently in several scenes such as the one that establishes Lindsay Lohan’s loyalty (devotion?) to Tropicana. NASCAR has a behind the scenes reality show that airs on the F/X cable channel, whose over the air-the-air broadcasting brother, Fox, airs half the races on the Nextel Cup schedule. A cartoon show that follows a family who owns a NASCAR team (think Speed Racer) is in development. How else could or should NASCAR extend its relationship with the various race sponsors?

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posted by Michael @ 1:26 PM