Product Integration: Priceless

Product integration is everywhere, from American Idol judges drinking out of Coca-Cola glasses to Seinfeld’s Kramer raving about Junior Mints. This forum is a great way to keep products top-of-mind. It’s infinitely more powerful, however, when consumers latch onto it, and the integration evolves into a consumer-based conversation.

This season SUBWAY restaurants worked with NBC’s Chuck to integrate their subs into the program’s script. And it didn’t go unnoticed. When the season was coming to a close, word leaked that Chuck’s future was in jeopardy. One avid fan launched a ‘Finale & Footlong’ campaign, encouraging all Chuck fans to petition NBC to save the show by buying SUBWAY subs and mailing their receipts to NBC. Now THAT is something that every company wishes it could script.

--Kara W.