Lions And Tigers And Brands, Oh My!: Integration Joins The Circus

At times, branded entertainment can seem like a three-ring circus. Now it's about to become one - literally. Brands, which have been integrated into both scripted series and reality shows, will soon become a part of the greatest show on earth. Ringling Bros. and Barnum & Bailey has tapped place-based media rep MediaPlace to begin pitching national marketers on tie-ins and product placement deals associated with the world's most famous circus.

The deal is part of an ambitious program to reengineer and re-imagine the circus, now entering its 136th season. The changes include reducing the show from three rings to one ring, and incorporating in-audience cameras and large digital video screens designed to make it a truly interactive experience. For a handful of marketers, it can now also be an experiential one, including brand integration into the circus acts.

"I don't think you'll see the tigers pitching Frosted Flakes, but I don't see why feeding the tigers Purina Cat Chow when they're finished doing a trick would be out of the question," says Jesse London, president-advertising sales at New York-based MediaPlace.

advertisement

advertisement

"We're working from the script out," says London, noting that the circus acts are actually scripted storylines, many of which are ideally suited for particular brands. For example, one of the clown routines involves a pizza delivery, which would be an ideal placement for a national pizza delivery chain.

In another act, the circus' strongman lies down and has an SUV drive over him. "Right now, it's a jeep, but it could be any car," suggests London.

MediaPlace just signed the deal to represent the circus and is still formulating its sales strategy, but London notes that it would likely involve annualized deals covering three different touring troupes that reach 6.3 million circus-goers in more than 100 major U.S. cities.

The current tour is in New Jersey's Meadowlands arena, and will come to New York's Madison Square Garden in a few weeks.

Next story loading loading..