The Paramount Pictures 'Transformers' Helps Promote Double A Sheets
Jamie Danielle Munro — June 8, 2011 — Marketing
References: paramount & creativecriminals
The minds behind Paramount Pictures 'Transformers' have teamed up with the company Double A to promote both the film and paper sheets that are as smooth as ice. If you are looking for a great sheet of paper and a high-quality commercial, then this is sure to please.
The commercial is a fusion between the intense, immaculate graphics seen in the first 'Transformers' film and an office under apocalyptic attack. When a printer is fed non-Double A paper, panic ensues, and instead of a jam, the machine turns into an angry Transformer ready to attack. With the creative abilities of the Paramount Pictures 'Transformers' team behind this commercial, both Double A and Paramount do an excellent job of promoting two products in one.
Implications - As the proliferation of product placement in movies and television increases, so does the propensity of film studios to work with corporate brands. By attaching a brand name to a certain film, companies can capitalize on that film's fan-base, as well as ingrain itself in the subconscious of the consumer watching the film. This kind of advertising is even more powerful than traditional forms because it is done so subliminally and therefore lasts longer.
The commercial is a fusion between the intense, immaculate graphics seen in the first 'Transformers' film and an office under apocalyptic attack. When a printer is fed non-Double A paper, panic ensues, and instead of a jam, the machine turns into an angry Transformer ready to attack. With the creative abilities of the Paramount Pictures 'Transformers' team behind this commercial, both Double A and Paramount do an excellent job of promoting two products in one.
Implications - As the proliferation of product placement in movies and television increases, so does the propensity of film studios to work with corporate brands. By attaching a brand name to a certain film, companies can capitalize on that film's fan-base, as well as ingrain itself in the subconscious of the consumer watching the film. This kind of advertising is even more powerful than traditional forms because it is done so subliminally and therefore lasts longer.
Trend Themes
1. Film-brand Collaborations - The trend of film studios collaborating with corporate brands for product placement opportunities is on the rise, creating an opportunity for disruptive innovation.
2. Creative Product Marketing - The use of creative and entertaining commercials to promote products is becoming more prevalent and effective, opening up avenues for disruptive innovation in advertising.
3. Cross-promotional Campaigns - The effectiveness of cross-promoting two products in one campaign, such as Double A paper and the 'Transformers' film, presents an opportunity for disruptive innovation in marketing strategy.
Industry Implications
1. Film Production - The film industry can benefit from exploring more collaborative opportunities with corporate brands for product placement and brand integration.
2. Paper Manufacturing - The paper manufacturing industry can learn from the success of Double A's cross-promotional campaign with 'Transformers' and look for innovative ways to market their products to consumers.
3. Advertising and Marketing - The advertising and marketing industry can explore the use of creative and entertaining commercials to promote products as a more effective form of advertising, and find ways to incorporate cross-promotional strategies into their campaigns.
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