Will VPP Work for Events?
In all honesty, Virtual Product Placement will explode in the coming years. According to figures published by PQ Media, product placement was evaluated at $23.3 billion in 2021. Prepping right after Product Placement is its new brainchild - Virtual Product Placement. It is a subtle form of advertising and does not fall under coercive or persuasive advertising, which is rampant these days. As technology proliferates, providing VPP opportunities to brands will become a mandatory event planning objective, just like offering sponsorships.
Most brands will eagerly participate in VPP insertions at events to move away from the overly saturated advertising clutter. It will also become effortless for businesses to reach new target audiences through events.
Streaming giants Amazon and NBC have placed a column for VPP opportunities for advertisers!
Examples of VPP That Are a Part of the New Ad Wave
VPP insertions should be thought of just like the Iceberg Principle in marketing
. Since a brand is a multi-faceted notion, you should wisely single out the visible and invisible elements to display a product. Below are some engaging examples of Virtual Product Placement that will help you firmly grasp the reigns of an event VPP insertion campaign.
Eggos in Stranger Things
Who doesn’t love Stranger Things, right?
Eleven, one of the protagonists of the series on Netflix, is obsessed with Eggo Waffles. While the streaming platform aired Season Two of the series in 2017, Eggo noticed a 14% year-on-year increase in its consumption. (Source: Create World Class Marketing)
Mercedes-Benz With Psy in Gangnam Style
VPP of luxury cars in music videos is a widespread occurrence. Even before K-pop was popular, Psy broke the internet in 2012 with his hit Gangnam Style. Can you believe the video hit the the one billion mark in a record time of 58 days?
The prominent product placement of a shiny red 2012 Mercedes SLK 200 (R172) in the music video is featured in multiple scenes as we move toward the end. So it’s no surprise that the already popular car banked on additional exposure through the viral K-pop song.
Subway in Uncharted 3: Drake’s Deception
Video game product placements are growing faster than ever. According to Emarketer, there are 3 billion gamers in the world as of 2022! Due to a broad consumer base, advertisers and brands are trying to leverage video games for VPP insertions.
Subway partnered with the widely popular game Uncharted 3 to showcase the main character Nathan Drake holding a Subway sandwich and a drink. The multiplayer game also participated in the cross-promotional activity and gave away exclusive codes for special Uncharted 30oz drinks.
All the above examples of Virtual Product Placements can be integrated into event marketing. In the above cases, brands partnered with series, music videos and video games to raise awareness and the likeliness quotient of their brand/products. Similarly, events can partner with B2C companies or B2B to advertise their products or services to their target audiences.