I’ve always been a little critical about product placement in movies and videogame (even though my final paper where about the possibiltys the gamemedium offers for advertiment). In general I’m sceptical towards advertising, and the real effects and sales it creates. For example product placement in movies, where the viewer (if not totaly braindead, sucks in and remember every little detail without a critical mind) have to actively remember the product or brand, and then later search it. I don’t believe this modell where the consumer have to switch medium and search the product to buy it.
In-game advertising is really overrated in my view.
But Segas latest collaboration with interactive ads company GET Interactive raises the interaction between the consumer and the brand through the online space. The idea and technology GET Interactive develops is to enable the consumer to buy the products via online-enable content, for example musicvideos. The video becomes interactive and the viewer can stop any time and select the product they’re interested in, and basically buy the product in an instant! They don´t always have to buy, but can interact with the brand or product more easily and meaningful way. A demo of this technology can be viewed here.
And now they work with Sega, to incorporate this technology into future games. I don’t see how they gonna pull it off, or revolutionize the in-game industry, but it please me to see some innovative thinking. Not just transfer the same old concept to a new medium and expect it to work better just casue of the difference in recever-medium interaction.
Now the downside. If this disturb the contentconsumer experiense and create irritation. The consumer must be able to choose when and how they interactiv with the products. Maybe have the option to go back and backtrack to the product.
But its a great idea to make it easy for the consumer to be able to purchase product instantly when they see it from the musicvideo or game. Reminds me of the Apple and Starbucks deal to give iPhone and iPod Touch owners the ability to download songs playing at the nearest Starbucks over there wireless network. Another example then company try to make it easier for the consumer to buy the product in an insteant.
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