Apple Computer has rewritten the handbook on how innovative brand marketers everywhere are set to adopt the strategic use of scripted brand integration of their products in Internet TV shows and prime time television programs.
On March 31, just three days before US stores started selling the iPad, the product was cleverly positioned in a starring role opposite cast in the 19th episode of ABC America’s number one prime time TV sitcom show,Modern Family.
Apple’s iPad was made integral to the story plot of ‘Game Changer’: the Dunphy family tries to buy their dad an iPad for his birthday, which just happens to coincide with the device’s Easter launch. Of course, they didn’t pre-order it, so they are desperately trying to fulfill their father’s birthday wish.
Phil is a bit of a geeky dad and calls himself an early adopter. The fact that the iPad goes on sale on his birthday gives an additional boost to his desire for it. As Phil says himself: “It’s like God and Steve Jobs got together to say ‘We love you, Phil’”. Watch the video and see for yourself:
The activity is excellent for a number of good reasons:
• the product was integrated into the story narrative (story narrative was built around the device)
• the iPad was mentioned in different contexts – with very positive association
• the iPad was shown on screen and included the birthday cake application (blowing candles) and the actors emotional engagement while using it.
The overall desired effect of this activity was “I want to buy this product too”. More than 9 million US viewers watched this episode of Modern Family– all of them were fully engaged with the story and the brand. The media value of this activity is now estimated to be worth more than US$1M. US analysts estimate 700,000 iPad units were sold on Easter saturday in the United States over the Easter weekend. The iPad is scheduled to go on sale in Australia later this month.
James Grant Hay is a leading brand integration strategist and founder and CEO of InShot, an agency which specialises in strategic brand integration management for Fortune 500 brands.
