• by Wayne Friedman , January 9, 2007

There is a finite amount of room for on-air product placements on Fox's "American Idol." But given the later-round episodes, one area the net is mulling is obvious: fashion.

"Fashion is a sector we like to get into. But we have to be careful what we tell the kids; we need to do it organically," says Keith Hindle, executive vice president of integrated marketing and interactive for Fremantle Licensing North America, one of the show's producers, along with 19 Entertainment.

The only product integrations in the show have been those of the big three media sponsors: Coca-Cola Inc., Ford Motor Co. and Cingular Wireless. According to media executives, all three buy packages for product integration, signage and media time that are north of $30 million for each season.

Could there be a deal with Banana Republic or the Gap? (Banana Republic already has a big marketing deal with Bravo's "Project Runway.)

Hindle wouldn't go into details about future deals--including some that will be announced in the coming weeks. Already, Fremantle announced "off-network" deals with Nestle and Dreyer's--becoming, respectively, the first "official candy" and "official ice cream" of "American Idol."

Off-network deals essentially mean Nestle's and Dreyer's have struck licensing deals to develop and market products with "Idol" trademarks. "Idol" has licensed its name with toy manufacturers, publishing, video games, and other categories. "Idol" has some 40 licensees. But no arrangement includes on-air product placements or integration. There will be at least four other deals of this kind announced.

"There are only so many brands you can weave into the show," says Hindle.

Nestle and Dreyer's deals were made with Fremantle and don't include buying commercial time in the show. Still, in a separate agreement with Fox, which sells the ad time, Nestle's and Dreyer's could buy TV time on Fox to help market their "Idol"-branded products.

A Dec. 14 MediaDailyNews story, "Dialing For Dollars," outlined some of the new promotional extensions these partners would be starting up this season.

These include Coke sponsoring a promotion that invites viewers to submit questions to contestants through MyCokeRewards.com. From Cingular Wireless, viewers, for the first time, will be able to download specific "Idol" performances. Winners of a special Ford Motor "Idol"-themed competition, will be cast in Ford music videos, which are featuring the Ford Edge.