• by David Goetzl  @dgoetzl, September 6, 2007

Despite some criticism for going over the top with its brand integration in a recent episode of USA's "The Dead Zone," give Visa credit for finding a nifty way to merge one sponsorship with another. So, if "frequency" indeed works as a strategy, the tactic could have served its purpose.

The complicated "Dead Zone" focuses on a character "Johnny" (played by Anthony Michael Hall) who has psychic powers that allow him to see into the past and future. In the Aug. 19 offering of the drama, he has a premonition that just prior to a major race, a prized horse will be stolen.

The race is to be held at the fictional track called New England Downs, and at a pre-race announcement ceremony the Visa name is emblazoned on a banner just below the track's moniker. The integration (a top product placement of the week, according to measurement firm iTVX) just about mirrors real life.

That's because every spring, the credit card giant is a top sponsor of the Kentucky Derby held at ... another Downs: Churchill. And an event held each May before the showcase at Churchill Downs might look very similar to the ersatz one on "Dead Zone," with an elaborate pillared setup featuring the track's name along with a sign highlighting multiple Visa logos.

It's sort of a clever sponsorship within a sponsorship. And since it looks genuine--the goal of a successful product placement by many measures--a viewer who's also a horse fan could very well make the connection, reinforcing Visa's goal of being known as a brand linked inextricably with horse racing at the highest level.

Visa has a lot invested in the Derby. Life takes Visa and so does Churchill Downs, where it's the only card accepted at the Louisville track. And in the "Dead Zone," it apparently is exclusive at New England Downs--another reflection of reality.

By the way, fast forward in the show and the filly, Splendid Drift, takes the crown at New England Downs.

But if one aspect of the episode shows some innovation on Visa's part, others fall into that muddy track of inserting a brand into a program too often. Twice, "Johnny" is shown swiping his Visa card at one of those newfangled drag and go payment devices. "One swipe and I'm done--pretty nifty!" he says after the first time. He also displays his card proudly in another scene where a freeze frame could be mistaken for him not in a prime-time drama, but a Visa :30--and a shot of a Visa sign in the background quickly follows.

And it's those added appearances that piqued a devoted viewer, Jen Creer, on AOL's TV Squad blog. She referred to the show as an "infomercial for Visa that is running around disguising itself as television."

She then went on to inquire why networks such as USA are allowing such a heavy dose of product placement. She understands the tactic is DVR-proof--a benefit for a network--but wonders why the steady stream in the "Dead Zone"?

"Who is letting this happen?" she writes. "I realize that there has been talk in the media about (product placement) becoming the future, but this is ridiculous. You can say that the show is sponsored by Visa, and even tie it to the opening credits if TiVo-ing is becoming such a problem. But to write it into the dialogue--well, there are several good books I can read."

While the link with the faux New England Downs has some merit, perhaps Visa isn't everywhere it wants to be.