007's License to Sell

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

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007's License to Sell

  1. 007's License to Sell A global media analysis of Quantum of Solace James O'Malley
  2. <ul><li>22nd James Bond film </li></ul><ul><li>Direct sequel to Casino Royale </li></ul><ul><li>Second movie starring Daniel Craig </li></ul><ul><li>Budget: $230 million </li></ul><ul><li>Released in 82 countries </li></ul><ul><li>Worldwide gross to date: $454,056,000 </li></ul><ul><li>$79 million from advertising </li></ul><ul><ul><ul><li>Includes product placement, brand integration, and promotional tie-ins </li></ul></ul></ul><ul><ul><ul><li>Set new record for Bond film </li></ul></ul></ul>Film Facts Source: Internet Movie DataBase (IMDB.com)
  3. <ul><li>Ford Motors – </li></ul><ul><li>Aston Martin, Volvo, Range Rover, and Ka </li></ul><ul><li>Sony Electronics – Bravia, Vaio, Ericsson </li></ul><ul><li>Omega SA watches </li></ul><ul><li>Swatch </li></ul><ul><li>Coca-Cola – Coke Zero </li></ul><ul><li>Smirnoff Vodka </li></ul><ul><li>Bollinger Champagne </li></ul>Advertisers <ul><li>Heineken </li></ul><ul><li>Avon Products </li></ul><ul><li>UK National Lottery </li></ul><ul><li>Ocean Sky Jets </li></ul><ul><li>Orbitz </li></ul><ul><li>VisitBritain </li></ul><ul><li>Tom Ford </li></ul><ul><li>Sunseeker Powerboats </li></ul><ul><li>Activision </li></ul><ul><li>Virgin Atlantic Airlines </li></ul>Source: Internet Movie DataBase (IMDB.com)
  4. 007 and the Aston Martin Source: Filmonic (Filmonic.com) and Associated Press <ul><li>The Aston Martin, partially-owned by Ford, is the traditional car of Bond </li></ul><ul><li>Ford paid $100 million for exclusive vehicle rights, including: </li></ul><ul><ul><li>Aston Martin </li></ul></ul><ul><ul><li>Volvo </li></ul></ul><ul><ul><li>Range Rover </li></ul></ul><ul><ul><li>Ford Ka and Expedition </li></ul></ul>
  5. 007 and the Aston Martin Source: YouTube user LordIntus (Youtube.com) Aston Martin DBS [Commercial Video]
  6. 007 and the Aston Martin Source: MGM Worldwide and Columbia Pictures, used for educational purposes
  7. 007 and Sony Ericsson Source: The Boy Genius Report (BoyGeniusReport.com) <ul><li>Eight characters use six different Sony phones </li></ul><ul><li>Multiple shots of Bond using phone with Sony Ericsson logo </li></ul><ul><li>One phone Sony paid to have in movie was canceled </li></ul><ul><li>Price tag undisclosed </li></ul>
  8. Source: MGM Worldwide and Columbia Pictures, used for educational purposes 007 and Sony Ericsson
  9. 007 and Sony Ericsson Source: YouTube user SonyEricsson Media (Youtube.com) Sony Ericsson - C902 BOND Quantum of Solace Advertisement
  10. Which is more effective? <ul><li>Which type of advertisement was more effective? </li></ul><ul><li>Was Ford's $100 million and Sony's money well spent? </li></ul>
  11. Research suggests... Source: FIND/SVP and MediaPost (MediaPost.com) <ul><li>Product placement can't beat traditional ads </li></ul><ul><ul><li>52% of viewers would buy product after watching commercial, versus 23% after product placement </li></ul></ul><ul><ul><li>Consumers more likely to recall brand in traditional ad than product placement </li></ul></ul><ul><ul><li>Logical product placement is most effective </li></ul></ul><ul><li>Advertisers increasingly use product placement because of belief that consumers “tune out” traditional ads </li></ul>
  12. The End. The End.

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