Brand Integrations . . . My Two Cents
Hey everyone,
I’ve been reading your comments all day and the debate over Taylor’s latest video has been FASCINATING! As you all know, we do our absolute best to write and produce a great show. Yeah, sometimes it isn’t always up to your (and our) standards, but this isn’t easy. However, there are those times when things come together creatively and we all feel so lucky to be part of this project.
As for the commercial aspect of what we do, it is kind of a necessary evil. We would much rather just tell a great story and not worry about having to make enough money to pay for production. Unfortunately, that is not a reality. We have lots of REALLY talented people working full time on this show. Over the last year and a half, our team has grown into almost the equivalent of a small TV show. Therefore, we need to come up with creative ways to feed all these mouths.
We tried using services like Revver and we do receive some revenue from YouTube because they show display ads around our videos. However, as many of you know, these services pay VERY little. It’s not nearly enough to sustain our production budget.
So, what are we left to do? We try to come up with creative brand integrations that accomplish two things: 1) entertain the community and 2) make the brand feel like they are getting good promotion for their product. Sometimes we do a great job . . . Spencer Gilman. Sometimes it’s not as great . . . Tampax. However, we try our best to make sure the integration does not interfere with the story and hopefully makes it better. We are grateful that some of you really understand what we are trying to do and write amazing supportive comments like this one from chippercat:
There are some of us that totally GET that this is a new medium of entertainment… and that the developers, writers, actors and crew deserve to get paid for what they do… hence product placement.
I applaud the creativity… I apprecaite the expanded storylines and spin offs… most of all I am totally hooked on this new, INTERACTIVE form of entertainment!! I am currently following Lg15, Kate Modern, Redearth, Jack AND Quarterlife. I work 50-60 hours a week, follow these stories, participate actively in them and STILL have a life away from it all. I just watch a lot less TV now and play a lot less video games.
If you don’t enjoy this new world… that is your choice. I just really do NOT understand what all the fuss is about. I, for one, feel very excited to be a part of this new platform as it unfolds… and I see all these trial and error attempts at forming the face of this new concept very interesting and pioneering!! The more creative and involved the product placement is… the bigger the payoff. They are trying new things.
These are exciting times, folks… one day you will probably look back and appreciate the significance of it all.
Thanks Chipper, we are excited too!
With the current integration for Jumper - there, I admitted it 
- we are really happy with how things are going. Jack is a cool character and his story arc is getting very interesting. If you don’t believe me, ask hopefulsemblence . . . yes hopeful, I read all your blog posts. Also, Jack’s story is NOT required viewing to follow the lonelygirl15 storyline. Taylor is following Jack’s videos closely and is in communication with Jack, but we promise you do not have to follow what he is doing to understand the main plotline. Think of it as a really creative integration starring your favorite characters that is related to your favorite show but not required viewing . . . it’s not even in the same fictional universe. Is Jack telling the truth? Can he teleport? We don’t know and neither does Taylor.
So that’s my little speech for today. We do hope that you watch all Jack’s vids and enjoy his storyline . . . and it would be GREAT if you went and saw Jumper and told the great people at Fox that you went because of lonelygirl15!!! Also, we invite you to give us input and feedback into what else you would have liked from us for this integration. Finally, in the comments below, give us some ideas of other integrations you think would be cool and would enhance the story. Maybe with all your help, we can get some of those sponsors to support our show so that we can keep producing for years and years!
Thanks again for making this community awesome. We always appreciate your candid feedback and unflinching support.
Greg
P.S. Here is a list of all the brands that have paid for sponsorship in lonelygirl15 and KateModern:
Lonelygirl15
Hershey’s Icebreakers Sours Gum
Neutrogena
20th Century Fox – “Jumper”
KateModern
MSN
Orange Mobile
Gillette
Pantene
Tampax
Disney - Hallam Foe, Enchanted, Ratatoulle
Paramount - Disturbia, Transformers, Stardust
January 16th, 2008 at 10:13 pm
thanks greg. this really cleared up some stuff!!!
January 16th, 2008 at 10:16 pm
Greg- I am so glad that you posted this! It was getting frustrating reading all the posts from people who were upset. I completely understand, and if watching products get placed in the videos keeps LG15 alive and free, well, then I am all for it.
xoxo- september2star
January 16th, 2008 at 10:32 pm
There will always be people complaining about product placement, but these are most likely the same people who would be complaining about the lack of special effects, good locations, etc.
I think you all have done a great job so far with integrating products in a manner that is seamless to the story, so that the products being promoted look as if they just belong there.
I would recommend looking into the technical companies more. Your characters need to use laptops, cameras, cell phones, etc. This form of marketing is just begging for someone to contact Apple, Cannon, Motorolla, etc.
January 16th, 2008 at 10:33 pm
Here, here, Greg! I’m glad to finally have an official word on it all. I think it’s great the Fox is investing in LG15! Other product placement ideas: energy drinks; google; a fancy black SVU for the Order to drive; video games; a teen magazine; itunes
January 16th, 2008 at 10:37 pm
Thanks p.monkey, Greg, and Evergreen! Those are really great suggestions and I agree that they would naturally fit into the show.
Alright, everyone else, what thoughts do you have on my post?
January 16th, 2008 at 10:40 pm
I agree with Evergreen… also, it seems odd to me that KM has had many more products featured even though it’s only had about one-third of the episodes/life-span so far of LG15… I think more products could be integrated into LG
January 16th, 2008 at 10:56 pm
For me personally, the integration of the Jack character is hard because I feel like once the movie comes out, we lose Jack. A lot of that is stemming from the fact that that is what happened with Spencer. It’s hard using a person as marketing…because we make connections with that person and it hurts to see them leave. But maybe I’m just sappy that way.
I think along the same lines as the technology avenue…cameras, laptops, etc….there is also more that could be done with the snack food / beverage sector. Everybody’s gotta eat…even the TAAG! And it could be done more subtely then the infamous Icebreakers Sour Gum episode.
Maybe Hawaiian Tropics would sponsor an episode where Jonas gets a tan on the beach?
And to inject just a little more humor into the discussion (it’s what I love!), here are Dr. Bethany’s thoughts on the matter: http://www.youtube.com/watch?v=4jtu7W6Zn4w .
Thanks for the post Greg! I agree that the way things are developing are indeed fascinating!
January 16th, 2008 at 11:05 pm
Hey, Greg!! First, let me say that I love you guys and the series to death! But then let me also say that I was less than pleased by this development in the story.
Let me explain. It’s not the product placement. I totally encourage that!! What you guys are doing is awesome, and you deserve to be paid handsomely for taking such innovative steps in storytelling.
I think what is important to keep in mind in making product placement is story and character continuity. The KM product placements for such movies as “Enchanted” worked because the characters went on a date, had fun, and were themselves while watching - and raving - about the movie.
The product placement for Toyota works in Qlife because it is as natural as the story itself. Jed & Danny make films; they are shooting a commercial. The commercial happens to be about Toyota cars.
What didn’t work this time wasn’t the idea - product placement - but the idea put into practice. Spencer enhanced the story. He was integrated into it and moved it forward. Jack & this “Jumper” movie has nothing to do with LG15. Any connections made will be completely artificial and forced.
It’s hard to believe at this point in the story - when Sarah has been faced with more danger to her psyche than ever before - Taylor would become distracted by Jack’s plight. It’s hard to fathom Mysticism & the Supernatural having a place in the LG15 world since everything we have seen to date has had some scientific explanation.
Most importantly, it is not enhancing the story at all. It’s just not a good fit for the show, period.
My suggestion, get some mad money from Match.com. If you guys didn’t get paid for that placement, it’s a crime. That showed good integration. Match.com got screen time without being kitschy. It even brought back Pharma-dude & an opportunity for fans to interact with the show. THAT was sheer brilliance. More of THAT kind of product placement, please.
January 16th, 2008 at 11:09 pm
I totally agree….i think we can use even more product integration…..i agree with september2star. Here’s a random web site I found that talks about this and the different ways that Hollywood hs done this in the past.
http://www.hollywoodreporter.com/hr/search/article_display.jsp?vnu_content_id=1000901394
January 16th, 2008 at 11:19 pm
I’m glad you cleared this up Greg because I was one of those people kinda mad that Taylor is back as a commercial, but now I’m not anymore because I understand you guys need the money. So as long as Jonas sticks around, than I’ll be happy
January 16th, 2008 at 11:23 pm
Hi Greg,
I definitely appreciate where you’re coming from. I agree that you need to make money, and product placement is probably the easiest way to do that.
However, I have to agree with those who say this particular placement isn’t great. It isn’t integrated into the story line, and it’s much too in-your-face. I would have preferred to have a video of Taylor that advanced the story but included the ad in a subtler way — perhaps by putting her in a T-shirt with Jumper’s Web address on it.
Keep up the great work!
January 16th, 2008 at 11:40 pm
Just one more thing -
I would hit up Starbucks for product placement. You are bringing the story to their door, and they shouldn’t get advertisement for free. This is exactly the kind of thing Starbucks would love to get involved with - trendy, youthful, and exploiting their wifi. Imagine droves of inspired lonelycrackers sitting in Starbucks internet cafes getting wired on caffeine as they sit through a LG15 mini-marathon.
I don’t know if you’ve seen this or not, but here is an article from the NYTimes all about the new wave in advertisement. it’s focus is on Nike+, but it could give you a good feel for new material.
The New Advertising Outlet: Your Life
by Louise Story
http://www.nytimes.com/2007/10/14/business/media/14ad.html?_r=1&oref=slogin
January 17th, 2008 at 12:15 am
Wow, great feedback. This helps us a lot as we think about new integrations going forward. You all make very valid points!
Keep em coming!
January 17th, 2008 at 12:47 am
Here’s another idea -
You could try to cash in on all that new Nike money going to alternative sources.
Let’s say Sarah does something like this (perhaps after all the Emma-drama is over, the timing might be more appropriate) -
—–
Sarah: After all the crazy cult brainwashing, the trouble with Emma - thank god she’s safe -, and all the mind-blowing new stuff we learned about the Order from a remorseful Dr. Hart, I just need to find some center.
(laces up nike+ shoes)
Sarah: I know all this exercise junk works for Jonas, so maybe I’ll give it a try.
(Sarah brings camera along on her run. Some peeks at her armband-secure iPod with nike+ system are given. Cuts back to the house where she uploads her run to nikeplus.com)
Sarah: I know that running isn’t going to solve all my problems. But I feel good doing something for myself that - doesn’t involve singing my “eternal song”. Never again.
(Camera pans to Daniel entering the room)
Sarah: Of course, some mistakes are worth making twice.
——
See, product integration. And Daniel & Sarah hookup - h-o-t-t!!
January 17th, 2008 at 1:15 am
Hi Greg,
First off I want to say how much LG15 has inspired me and helped in my
discovering what became to be a “Personal Passion.” I have been an avid
watcher/fan and supporter in that I do my best to promote your series through oe of my websites.
Trying to put Hiram Abiff together, I am realizing how much work, effort,
and dedication this takes. No easy task. My dream is to hopefully get good enough with the series i`m working on, and develop a longterm cast that will work as a team, put our ideas together, and dedicate a part of our life`s on a long term basis. And perhaps, if you and the rest of the LG15 would like, we would love to become the 3rd series filmed in Canada. This could be beneficial in many ways.
But I understand we must prove ourself first.
Even if Lg15 is not up for the idea, I still thank you all for the inspiration, and what ive learned by watching your series, and how you go about things.
Would love to talk more about all this in the near future.
Btwn, I do have some professional actors. Its just a matter of finding a few sponsors, and over time, getting bigger and better. Equipment, etc…
I have peaked peoples interest locally, in Toronto.
I Wish Lg15 and Kate Modern the best for 2008.
Keep up the Great Work.
You are all Awesome. and I mean that.
Kindest Regards,
DJM
January 17th, 2008 at 5:49 am
You know that we are aware of your need to raise money through product placements. You also know that your core fan base all know this is a movie promo. However you failed to react creatively to the fact that we all know.
It might have been hard to do but I think given the right creative approach you could have enlisted your fans in an effort to make this promo a success instead of just moving ahead as planned once the secret was out.
The advantage of this genre is that it is interactive. We are actually all on your side but in that last video it just felt that you left your core fans out in the cold by ignoring the fact that we know. It did not feel good. It felt the worst I have ever felt about any LG15 or KM video.
In a way it helps that you felt motivated to make this statement but I think you also need to respond creatively in the videos.
January 17th, 2008 at 8:25 am
Hey, Greg (and you guys!)
Thanks for clearing things up.
Folks here have a lot of good points. It’s amazing the different opportunities y’all could have for promotions on the show - the problem, I imagine, would come with not just getting the backers, but the spotlighting.
Things like laptops and cell phones…easy. You’d just have to get a particular brand to sponsor. It would, though, be great if you could get some good product placements like that for LG15 (no Tampax-y things though…that was just =weird=! ROFL!)
But that Match.com thing - well, I’m not sure on that for a couple reasons. For one, how far ahead was that planned? Could you have gotten a promotional sponsorship in that amount of time? It truly WOULD have been great. Then again…would THEY have wanted to sponsor something showing that a bunch of crazy folks could break into one of their accounts - showing off a lack of security on their part? Yeah, it would have been…uh…interesting advertising… LOL If I’d been in their ad department, I’d've had to pass… *chuckle*
Now…on to Jumpers’n'Jack… I’m wondering, is there a way, if Jack is going to be a =mention= in the storyline, could he be integrated =into= the story somehow? WELL integrated? In a little less peripheral manner?
I think one of the complaints I’ve seen on the forums about this is the fact that Taylor has finally come back to us…but seems more concerned with Jack than with her sister - and that doesn’t seem to our folks to be a good way of bringing things together somehow. Does that make sense?
Anyway, that’s my 3-1/2 cents worth…
Or so.
Loves you!
January 17th, 2008 at 9:05 am
Like everyone else, I thank you for this info. It makes me feel a lot better about the whole issue. Thanks Greg!
January 17th, 2008 at 11:34 am
Truly, I applaud your efforts at such creative and inobtrusive advertising. The cast and crew of LG15 are just as (if not more) creative and talented and those of some of the best television shows currently on television and you all deserve to be compensated as such. While I would have dealt with traditional advertisements (or even paid a fee) to be able to continue to watch LG15, I think it is so great that you are able to obtain revenue in ways that are actually enjoyable for the viewers. Case in point: Spencer Gilman was amazing! It’s too bad that I already was a huge Neutrogena fan:-)
That all being said, I think that you should keep up the good work in getting your well deserved compensation while keeping LG15 open to anyone with access to the internet. Personally, I would not mind if you did take ads a step further and incorporated traditional ones into the shows. While it wouldn’t be fun to watch per se, I know that I, as well as many other fans, would not mind being subject to a bit more advertisements in order to protect the longevity of lonelygirl.
-Caroline
Oh, and P.S. If you all didn’t notice from the statistics of how many people watch your videos, those who are active participants in the forums etc aren’t the only ones with lonelycrack addictions. I’m sure that I am not the only one who has faithfully watched every single episode (and read the lgpedia etc) while staying quiet for the more interactive portions of lonelygirl15.
January 17th, 2008 at 11:54 am
Well I’ve got no problem seeing good ol’ Taylor again, even if she isn’t involved with the main storyline. I’m definitely interested in Jack now and you can bet I’ll be going to see Jumper!
January 17th, 2008 at 12:08 pm
Ok so what about lg15 plugging Something for Rockets latest album??? Doesn’t that count?
January 17th, 2008 at 12:47 pm
Thanks Greg! I was an opponent of this whole thing, but now that it’s been explained, I’m okay with it. I was fine with Bree’s obvious plugging of Icebreakers gum, and I thought Spencer working at Neutrogena was really cool, but for some reason I was violently opposed to the whole “Jumper” thing.
I guess the real problem I had with it was that I’m a huge Taylor fan, and it seemed like the only reason she was showing up was to promote this movie, and then fade back into obscurity.
Meh. I planned to see Jumper anyhow, so now I guess I have even more reason.
Keep up the good work!
January 17th, 2008 at 3:05 pm
I’ve never really had a problem with the brand integrations. The best one yet has definitely been Spencer, except the one problem with that is we got attached to him. When he stopped showing up, I was sad. Just like how when Taylor appeared again just two weeks ago or so, I got excited because I’d missed seeing her. I’m still holding out for a future cameo/reintroduction of Spencer, although it probably won’t happen.
I don’t have a problem with Jack though. He’s kinda funny, but I’m still curious as to how this will fit into the breeniverse. And it worked, considering I’m curious about Jumper too. So success!
January 17th, 2008 at 3:14 pm
Well, Greg, I’ll let you know (and eventually the fine folks at FOX), that I honestly didn’t hear about Jumper until LG15 brought it up first. Now, you can say, “Well, it doesn’t come out for another month anyway, so bid deal,” but guess what? They got me interested in perhaps the first film I’ll see in theatres this year, and now I have a month to convince friends and/or family to come watch it with me the weekend of Feb. 14th.
So, yeah, PP does work, and the way you guys are doing it is delightfully pleasant.
As for what the others have suggested, I agree that iTunes, Starbucks, Nike all seem to be right up LG15’s alley. I’m honestly surprised that nothing’s come out of the constant use of the laptops the characters use in this series (HP, Dell, Apple, etc would love the extra attention).
And nice with the Match.com bit — though that doesn’t appear to be any official PP, it was placed into the series quite well, with not only developing McKinnley’s personality better (and more humorously), but by allowing a puzzle to come out of it.
So all in all, I have no worries about what you guys do — you’ve done great so far!
January 17th, 2008 at 6:23 pm
I fully understand the need for em and dont have any problem with it. running a production isnt cheap. I’m kinda surprised KM has had more than LG though
January 17th, 2008 at 7:58 pm
i think that jacks storyline is so interestin and creati ve, and with that being said, I would (as others) enjoy and welcome jack to our storyline. I think if Jack became a character in lg15, the 2 storys could combine and somehow we can find out like maybe some of these people have special abilities (like emma) that would be amazing. please make a season 3!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! email me if u r. my world depends on it!!!
P.S. great job and cant wait for “bloodlines: season 2 finale!!!”
January 17th, 2008 at 9:00 pm
I’m all for product placement.I mean, in real life people use brands.
I wouldn’t mind seeing a bag of Lay’s or something laying around.Or like other have said, for Nike or starbucks. We all know what you guys are doing is expensive…
And, the placement that you have done for Jumper is actually a great way to advertise.
When I heard that Jack was placement for Jumper, I went and I watched the tralier for it and I really think I am going to watch it..
And as gas prices keep going up….I wouldn’t be surprised if you guys started selling ad space on the site.(Hopefully that won’t be anytime soon!)
Keep it up guys
January 17th, 2008 at 9:26 pm
I started watching LG15 because I was impressed with the innovative new way the story was being told. Unfortunately, every medium has its faults, and the internet’s is that it doesn’t pay very well. In an ideal situation, some millionaire with cash to burn (someone like, I dunno, Bruce Wayne?) would pay all of your production costs in exchange for a Producer credit, but unfortunately that’s not the case. So Product Placement is, indeed, a necessary evil. Trust me, we fans understand this.
So far, though, I think you’ve done an admirable job with integrating the PP into the story. The Ice Breakers wasn’t subtle, but it wasn’t that bad, either. I like the way Jack is being mentioned actively, but isn’t really a serious part of the series. Spencer, actually, was the perfect way to do it- subtle, but there. The problem with that was, as others have said, that we got very attached to him, and it hurt when he left.
Here’s my two cents: if you’re gonna use actual, new characters to plug products, either keep them seperate from the storyline, with occasional crossovers, so we can choose whether to watch or not (like Jack), or, if you want to integrate them into the main story, commit to keeping them, so we don’t complain when they’re gone (like with Spencer).
Of course, I’m just a fan, and that’s just my opinion. Like I said, you’re already doing a great job! I can’t wait for the Season 2 finale and Season 3!
-Karen
January 18th, 2008 at 11:31 am
These have been amazing comments! Very supportive and very good constructive criticism. We will take them all into account as we move forward with other integrations. Thanks so much!
January 18th, 2008 at 11:58 am
WHOA thanks greg this comment explains a lot i was actually more worried about liking jack’s character an then have to let him go u know like spencer i’ve like all of the lg15 product placement now that i watch them in writing so good work and i really thank u for talking back to us about this.
keep the awsome work the story is great the actors are great and the writers are great.
and Creators You Rule!!!!
January 29th, 2008 at 11:37 pm
My two cents,
I understand that product placements seem to be the only substantial revenue source for online video series, and LG15 is not the only one that is doing this, it has become the norm.
I have been trying to put my finger on exactly why this Produce Placement particularly annoyed me, and I think it is because it seemed to be more deceptive than the others. When we see the Tampax label, and hear characters talking about Tampax we know that this is a PP, we know that someone is trying to sell us something. In the case of Neutrogena we were made aware that this was coming ahead of time and again knew someone was trying to sell us something.
In this case it was done in a more manipulative and deceptive way. We were lead to believe that whatsweird.com and watchyourjack was a part of the story of LG15 and had a significance to the plot, we had no idea that someone was trying to sell us something. So when the fact that it was a promotion gimmick for the movie Jumper was eventually uncovered by inquiring fans, many of those who invested time in trying to make sense of this and follow the developments felt betrayed.