Tuesday, 21 June 2011

Too Much Product Placement In New Captain America Featurette

Marvel has released a new featurette for Captain America that looks at the history Behind the Shield. It’s a good watch though did anyone catch who sponsored it? I’m not sure I quite saw who it was? See if you can catch who sponsored it below.



A bit overkill wouldn’t you say? If the Norton watermark logo in the bottom of the left wasn’t enough, the fact that it cuts to random shots of the logo every 30 seconds is a bit overkill. We’ve all seen product placement in the films themselves, but I’ve never seen it to this extent (or this blatant) in a behind the scenes clip.

I’m not sure I really understand the synergy that would be achieved by Norton sponsoring Captain America either. Apart from a load of people seeing the name, I wouldn’t necessarily link the two.

What do you think?

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1 comment:

  1. I'm pretty sure they are trying to highligh the similarities to ol' Cap's famous shield and the fact that Norton Anti-Virus products are seen as a shield from viruses,hackers,spam and unwanted nasties on your personal/business computers...Behind The Shield as a name makes sense and for Norton a smart move to use an upcoming,interesting and potentially popular film to subtly yet cheekily forge a metaphor is a shrewd marketing move. Although I agree the line between advertising and pure barrage of placement has been well and truly crossed,skipped and jumped ruining the veiwers pleasure and the flow of what appears to be an excellent behind the scenes teaser..

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