Product placement is one of the best means of product marketing because it helps humanize the product and makes it easier to relate to the character who utilizes the product. In the movie titled I, Robot, directed by Alex Proyas (2004), the audience had the opportunity to witness some of the biggest marketing efforts of the 2000s. From digital tools to shoes and delivery services, the movie was full of direct references to real-life brands. One particular example of product placement marketing that worked the best for the original manufacturer was Audi’s take on Will Smith’s character’s personal vehicle. The company designed a futuristic Audi RSQ prototype, and it ultimately allowed the company to boost its sales across the United States after the movie’s release (Lewis, 2022). Therefore, as an example of marketing, product placement works especially well with the audience that connects to the main character and resonates with their lifestyle or actions.
It is interesting to look at I, Robot as a great example of product placement because this movie maintains a rather thin line between the lack of advertising and an abundance of famous products in a single shot. Audi’s persistence paid off because the company eventually appealed to the audience and fortified the company’s image by showcasing its durable, high-quality vehicles (Lewis, 2022). With the movie being set in the future, it was an essential step for Audi to ensure that the main character would be driving an Audi. As a marketing strategy, product placement brought numerous advantages to the table and allowed Proyas (2004) to include likable brands in the movie while ensuring that Will Smith’s character was going to multiply customer loyalty and interest. Not all movies tend to capitalize on product placement as a marketing strategy, but I, Robot is a brilliant example of how brands should be presented to potential consumers.
References
Lewis, S. (2022). Primed for success? Maybe not, and here’s what marketers should know. Illinois Tech. Web.
Proyas, A. (2004). I, Robot [Film]. United States; 20th Century.