007's License to Sell

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Information about 007's License to Sell
Business & Mgmt

Published on December 2, 2008

Author: realjames

Source: slideshare.net

Description

Presentation by James O'Malley for International Marketing class at The George Washington University

007's License to Sell A global media analysis of Quantum of Solace James O'Malley

22nd James Bond film Direct sequel to Casino Royale Second movie starring Daniel Craig Budget: $230 million Released in 82 countries Worldwide gross to date: $454,056,000 $79 million from advertising Includes product placement, brand integration, and promotional tie-ins Set new record for Bond film Film Facts Source: Internet Movie DataBase (IMDB.com)

22nd James Bond film

Direct sequel to Casino Royale

Second movie starring Daniel Craig

Budget: $230 million

Released in 82 countries

Worldwide gross to date: $454,056,000

$79 million from advertising

Includes product placement, brand integration, and promotional tie-ins

Set new record for Bond film

Ford Motors – Aston Martin, Volvo, Range Rover, and Ka Sony Electronics – Bravia, Vaio, Ericsson Omega SA watches Swatch Coca-Cola – Coke Zero Smirnoff Vodka Bollinger Champagne Advertisers Heineken Avon Products UK National Lottery Ocean Sky Jets Orbitz VisitBritain Tom Ford Sunseeker Powerboats Activision Virgin Atlantic Airlines Source: Internet Movie DataBase (IMDB.com)

Ford Motors –

Aston Martin, Volvo, Range Rover, and Ka

Sony Electronics – Bravia, Vaio, Ericsson

Omega SA watches

Swatch

Coca-Cola – Coke Zero

Smirnoff Vodka

Bollinger Champagne

Heineken

Avon Products

UK National Lottery

Ocean Sky Jets

Orbitz

VisitBritain

Tom Ford

Sunseeker Powerboats

Activision

Virgin Atlantic Airlines

007 and the Aston Martin Source: Filmonic (Filmonic.com) and Associated Press The Aston Martin, partially-owned by Ford, is the traditional car of Bond Ford paid $100 million for exclusive vehicle rights, including: Aston Martin Volvo Range Rover Ford Ka and Expedition

The Aston Martin, partially-owned by Ford, is the traditional car of Bond

Ford paid $100 million for exclusive vehicle rights, including:

Aston Martin

Volvo

Range Rover

Ford Ka and Expedition

007 and the Aston Martin Source: YouTube user LordIntus (Youtube.com) Aston Martin DBS [Commercial Video]

007 and the Aston Martin Source: MGM Worldwide and Columbia Pictures, used for educational purposes

007 and Sony Ericsson Source: The Boy Genius Report (BoyGeniusReport.com) Eight characters use six different Sony phones Multiple shots of Bond using phone with Sony Ericsson logo One phone Sony paid to have in movie was canceled Price tag undisclosed

Eight characters use six different Sony phones

Multiple shots of Bond using phone with Sony Ericsson logo

One phone Sony paid to have in movie was canceled

Price tag undisclosed

Source: MGM Worldwide and Columbia Pictures, used for educational purposes 007 and Sony Ericsson

007 and Sony Ericsson Source: YouTube user SonyEricsson Media (Youtube.com) Sony Ericsson - C902 BOND Quantum of Solace Advertisement

Which is more effective? Which type of advertisement was more effective? Was Ford's $100 million and Sony's money well spent?

Which type of advertisement was more effective?

Was Ford's $100 million and Sony's money well spent?

Research suggests... Source: FIND/SVP and MediaPost (MediaPost.com) Product placement can't beat traditional ads 52% of viewers would buy product after watching commercial, versus 23% after product placement Consumers more likely to recall brand in traditional ad than product placement Logical product placement is most effective Advertisers increasingly use product placement because of belief that consumers “tune out” traditional ads

Product placement can't beat traditional ads

52% of viewers would buy product after watching commercial, versus 23% after product placement

Consumers more likely to recall brand in traditional ad than product placement

Logical product placement is most effective

Advertisers increasingly use product placement because of belief that consumers “tune out” traditional ads

The End. The End.

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