• by Larissa Faw , January 9, 2015

The key to product integration deals with TV is getting in early. Publicis Groupe's Spark has a relationship with Viacom that allows the agency to see programs and concepts when they are still in script form. This, in turn, enabled Spark's client Ace Hardware to receive deeper product integration opportunities than if the retail chain became involved at a later date. "We are always seeking partners to create exposure that moves beyond the 30-second spot," says John Muszynski, chief investment officer, Spark.

This week, Viacom's Spike TV is debuting Framework, a 10-week reality series searching for the nation’s best emerging furniture designers as they compete for a $100,000 cash prize, $20,000 in gift cards from Ace Hardware and the opportunity for their work to be sold nationwide.

Ace Hardware is prominently featured in every episode and its early involvement pays off through customized placements. For instance, the show initially planned to feature a wall of supplies which instead became the “Ace Supply Station,” a large hub located in the center of the “Framework” workshop that will provide the contestants with everything they need to complete the weekly challenges. Likewise, Ace was able to incorporate brands that are sold at its stores -- such as Craftsman, DeWalt, Black & Decker, and Clark + Kensington Paint -- into the show's projects. "It's a win-win for Viacom, Ace, and us," says Muszynski. "We are always looking at ways to get a greater return on our client's investment."

This product integration is likely to be supported with other media outreach, such as in-store signage and via Ace's social media channels. “This exciting partnership gives us an opportunity to showcase that each neighborhood Ace store has a wide assortment of products and the best brands, such as Craftsman and Clark+Kensington paint+primer, which help homeowners tackle their home maintenance projects,” said Jeff Gooding, senior director of consumer marketing, Ace Hardware Corporation. “Whether you are building a piece of custom furniture or completing a project at home, the folks at Ace can provide the right products and neighborly advice to help you get the job done right.”

While the series may have just premiered, there are already discussions with Viacom about Ace returning for a second season, says Muszynski.

Spark has worked with Ace Hardware for about two years. Last May, Spark helped Ace support its new paint studio by creating several integration deals which helped lead to Ace's highest grossing May in the company's 75 year history.