By Maggie Stephens, New Business Intern
‘Jurassic World’ hit the box office last weekend with record-breaking force. It grossed over $511 million worldwide, thus earning the crown of the biggest worldwide debut of all time.
If you saw the movie, then there is no doubt you noticed the heavy amount of product placement. At first, I couldn’t be distracted from the dinosaur-induced awe that the Jurassic Park franchise supplies me with. But, as the movie sped on, I was consumed with spotting products instead of focusing on the dinosaurs. And to me, the brands became the real stars of the mega-movie. Bravo, brands.
Mercedes-Benz and Samsung
Two of the biggest brands throughout the movie are Mercedes-Benz and Samsung. Nearly every vehicle on Isla Nublar is a Mercedes and the characters all use Samsung phones. And, the research and science on the island would not have been possible with Samsung, as seen in the ‘Samsung Innovation Center.’
When funding for the genetically-modified hybrid dinosaur the Indominus Rex is lacking, the park gets a sponsorship from Verizon Wireless. Enter: Verizon Wireless Presents The Indominus Rex.
The hotel of Isla Nublar.
Brookstone, Oakley and Pandora
Tired of walking around the sprawling park all day? Go relax in one of Brookstone’s massage chairs. Or maybe you need some sunglasses so the glare from the Gyrosphere doesn’t blind you. You should stop by Oakley right after you watch the Tyrannosaurus Rex feed on a goat. Shopping is one thing Jurassic World is not lacking.
Because what theme park doesn’t have one?
Jimmy Buffett’s Margaritaville
This is one of my favorite product placements in the movie. Frozen drinks on a dinosaur-filled island. Relaxing!
Good for brands
The movie showed how product placement has evolved over time. Marketers see the value in product placement because the product will be shared or talked about. Traditional advertising isn’t always as effective these days, and marketers’ best answer to stay ahead is moving toward a model with a higher risk and greater award.
David Kiley of Businessweek found that up to 66% of all TV viewers mute, skip or basically just “tune out” during commercial segments. JMMR notes that average brand recall across all commercial campaigns has dropped to 30%. With these numbers showing such declining results, are product placements in movies the new face of advertising?
The numbers are certainly hopeful. Placements can increase brand awareness by up to 20%. This newfound brand awareness indicates that 31.2% of consumers who see product placements show interest in actually buying a product. I know I bought a Starbucks drink after seeing the movie, but I’m also easily tempted by caffeinated beverages.
While the in-your-face placement of brands was a bit of a distraction from the dinosaur action, it’s generating a lot of buzz for Mercedes-Benz, Samsung, etc. We may just have to get used to this new model as the progressively challenging advertising market changes.