Mumbai: Brandchannel, the online resource about branding, revealed the winners of its fourth annual brandcameo Product Placement Awards.
"Resisting economic slowdown and government opposition, the integration of advertising into different forms of entertainment continues to grow. For 2007, we tracked more brands per number one film than in each of the previous five years," said brandchannel editor Jim Thompson. "The brandcameo Product Placement Awards spotlight the best and notorious of this practice, highlighting how they influence us outside of the theatre."
Brandcameo, the product placement tracker produced by brandchannel, has identified brand appearances in top films since 2001. Appearing in 57.7% of number one films from 2007- 2008, Ford triumphs with its third brandcameo Award for Overall Product Placement for its consistent presence.
Brandchannel’s global community of readers and branding experts selected the following winners in an online poll:
Most Mouthwatering, placement most likely to prompt an immediate purchase: Louis Vuitton in Sex and the City
Perfect Fit, best chemistry between a brand and a film: Manolo Blahnik and Sex and the City Welcome to Reality, fictional brand that you would most want in real life: Stark Industries in Iron Man Scene Stealer, brand that stole the spotlight from its human co-stars: Ford Mustang in I am Legend omb, placement that ruined enjoyment of a scene: Nokia in Cloverfield Odd Couple, most awkward and seemingly ineffective product placement: LG mobile phone in Iron Man Film Whore, film that most "sold out" for product placement: Sex and the City
"Although Sex in the City was the clear choice as the film which ‘sold out’ for product placement, our readers also praised how it enhanced the desirability of featured luxury brands. Context is the key in product placement," said Thompson. "On the other hand, LG’s placement of an older model cell phone in the hands of Iron Man’s gadget fan Tony Stark simply failed to impress."