Have you seen Britney Spear’s latest music video, “Hold It Against Me“? If not, you should… and it’s not because of the music or video, but instead because of the marketing genius and branding put into the video. It’s reported that Britney Spears has earned $500,000 just for the product placements in her latest video, which includes sponsors such as Sony, Plenty of Fish and more.
You can watch the video below, and here’s how the paid placement and sponsors appear throughout the video.
0:47 – Make Up Forever eyeshadow appears in shot, followed by a shot in which Britney applies the eyeshadow
1:27 – First shot of Plenty of Fish screen
1:30 – Britney clicks on Plenty of Fish logo
1:32 – Britney clicks on Plenty of Fish logo again
1:34 – Shot of Sony logo
1:35 – Plenty of Fish logo appears prominently in shot
1:36 – Shot of Plenty of Fish profile page
2:40 – Close shot of Sony logo
2:41 – Shot of Britney performing on Sony TV
Celebrity gossip and new web site, PopEater, says “Plenty of Fish has already reported a 20 percent increase in traffic to their site since Spears debuted her video last week.“. Considering the massive amount of traffic flowing through Plenty of Fish, to a see an overall 20% increase is quite amazing. Plenty of Fish looks like they are actively getting into the music video advertising business, as this is now the second music video they have had paid placement in. The first was with Lady Gaga in here “Telephone” music video.
While other music artists like Katy Perry thinks it’s caddy and actually tweeted “do it w/style & grace…Not so in ur face like some. U hv to get creative w/it. Some artists don’t care tho, & u can tell.“, I can tell you that there will always be a market for monetization, and if one celebrity isn’t making use of it, another will. Just think about all of the paid placement in TV shows and movies on a regular basis… it happens because it works!
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