For NBC's newest reality show "Meet Mister Mom," all four of the show's primary sponsors not only are integrated into the program and running numerous spots throughout the six-episode series, but they
also all have launched marketing and promotional campaigns around their involvement in the show. "Mister Mom" is the latest example of how for many blue-chip advertisers, the integration of products
into program content no longer is enough. More and more brands are setting their sights on a loftier goal: building a marketing platform around a brand integration to take full advantage of the equity
of the show.
Read the whole story at The Hollywood Reporter, August 5, 2005 »
