007's License to SellA global media analysis of Quantum of Solace

James O'Malley

22nd James Bond film Direct sequel to Casino Royale Second movie starring Daniel Craig Budget: $230 million Released in 82 countries Worldwide gross to date: $454,056,000 $79 million from advertising

Includes product placement, brand integration, and promotional tie-ins

Set new record for Bond film

Film Facts

Source: Internet Movie DataBase (IMDB.com)

Ford Motors – Aston Martin, Volvo, Range Rover, and Ka Sony Electronics – Bravia, Vaio, Ericsson Omega SA watches Swatch Coca-Cola – Coke Zero Smirnoff Vodka Bollinger Champagne

Advertisers

Heineken Avon Products UK National Lottery Ocean Sky Jets Orbitz VisitBritain Tom Ford Sunseeker Powerboats Activision Virgin Atlantic Airlines

Source: Internet Movie DataBase (IMDB.com)

007 and theAston Martin

Source: Filmonic (Filmonic.com) and Associated Press

The Aston Martin, partially-owned by Ford, is the traditional car of Bond Ford paid $100 million for exclusive vehicle rights, including:

Aston Martin Volvo Range Rover Ford Ka and Expedition

007 and theAston Martin

Source: YouTube user LordIntus (Youtube.com)

Aston Martin DBS [Commercial Video]

007 and theAston Martin

Source: MGM Worldwide and Columbia Pictures, used for educational purposes

007 and Sony Ericsson

Source: The Boy Genius Report (BoyGeniusReport.com)

Eight characters use six different Sony phones Multiple shots of Bond using phone with Sony Ericsson logo One phone Sony paid to have in movie was canceled Price tag undisclosed

Source: MGM Worldwide and Columbia Pictures, used for educational purposes

007 and Sony Ericsson

007 and Sony Ericsson

Source: YouTube user SonyEricsson Media (Youtube.com)

Sony Ericsson - C902 BOND Quantum of Solace Advertisement

Which is more effective?

Which type of advertisement was more effective?

Was Ford's $100 million and Sony's money well spent?

Research suggests...

Source: FIND/SVP and MediaPost (MediaPost.com)

Product placement can't beat traditional ads 52% of viewers would buy product after

watching commercial, versus 23% after product placement

Consumers more likely to recall brand in traditional ad than product placement

Logical product placement is most effective

Advertisers increasingly use product placement because of belief that consumers “tune out” traditional ads

The End.

The End.