I found this video today, which I assume was directed by frink, and I thought, this is really a great example of how to do product integration in a subtle way that really respects the intelligence of the audience.
Ok, so from the beginning to about 45 seconds in, this is a commercial for the papermate sharpwriter pencil. And that makes sense, you know we all have to pay the bills, and setting up some cross promotion for your hit single can quickly turn a medium sized win into a marginally larger medium sized win. I think the genius in this video is how the themes are linked so effortlessly. Live rock performances and office supplies, this kind of thing practically writes itself. Execution was flawless on this one also, you barely notice the pencil commercial embedded in the video, and even when you do, they are nailing all these bonus objectives for the sponsor, such as showing the eraser capabilities, and including at least 15 camera angles of how barren and meaningless a robot hand looks when it's not holding the pencil. The apex of this mesmerizingly perfect example of cross promotion is when the mechanical pencil, and it's included eraser gets one of the band members out of a jam, in which he has mistakenly signed his name with an X, when a full signature is required to participate in the music video. I think that's a relatable situation for a lot of touring musicians.
What follows is unexpected, a horrifying cocaine fueled anthem wherein the band professes it's love for the electronic device that propagates their sound recordings. The facial expressions on display, from both the band and crowd, reveal a dizzying lack of self awareness that seems to transcend the experience as a whole, and serve as a sobering reminder of the dystopian future that awaits our world.
The band's leader has attached numerous "pieces of flare" to his garment, which seem to originate from dozens, if not hundreds, of armed service organizations, undoubtedly a mercenary of some sort, in the thrall of powerful mechanical pencil cartels seeking influence through any means necessary.
After a psychologically grueling 4 minute run, clearly designed to break down the psyche of the viewer and leave them in a suggestable state, the final cross promotional technique is integrated, a scene in which the bandleader throws a mechanical pencil to a crowd member, and they catch it, overjoyed at their luck to be in possession of such a significant item.
Cross promotion, it's a win win scenario.
Ok, so from the beginning to about 45 seconds in, this is a commercial for the papermate sharpwriter pencil. And that makes sense, you know we all have to pay the bills, and setting up some cross promotion for your hit single can quickly turn a medium sized win into a marginally larger medium sized win. I think the genius in this video is how the themes are linked so effortlessly. Live rock performances and office supplies, this kind of thing practically writes itself. Execution was flawless on this one also, you barely notice the pencil commercial embedded in the video, and even when you do, they are nailing all these bonus objectives for the sponsor, such as showing the eraser capabilities, and including at least 15 camera angles of how barren and meaningless a robot hand looks when it's not holding the pencil. The apex of this mesmerizingly perfect example of cross promotion is when the mechanical pencil, and it's included eraser gets one of the band members out of a jam, in which he has mistakenly signed his name with an X, when a full signature is required to participate in the music video. I think that's a relatable situation for a lot of touring musicians.
What follows is unexpected, a horrifying cocaine fueled anthem wherein the band professes it's love for the electronic device that propagates their sound recordings. The facial expressions on display, from both the band and crowd, reveal a dizzying lack of self awareness that seems to transcend the experience as a whole, and serve as a sobering reminder of the dystopian future that awaits our world.
The band's leader has attached numerous "pieces of flare" to his garment, which seem to originate from dozens, if not hundreds, of armed service organizations, undoubtedly a mercenary of some sort, in the thrall of powerful mechanical pencil cartels seeking influence through any means necessary.
After a psychologically grueling 4 minute run, clearly designed to break down the psyche of the viewer and leave them in a suggestable state, the final cross promotional technique is integrated, a scene in which the bandleader throws a mechanical pencil to a crowd member, and they catch it, overjoyed at their luck to be in possession of such a significant item.
Cross promotion, it's a win win scenario.
Last edited: