People do not like to be sold, but we like to buy. Thus, it just makes sense that conventional commercials bombarding, be it a TV ad or a sales speech, does not work very well. Interactivity aspect became the key ingredient for making a connection to customers’ hearts and wallets. Touching customers at the moments of their experience while enjoying their passion, hobby or interest works wonders. It creates a connection that is weaved into already positive experience. That is why ad placements work best: be it traditional movies or games or mobile communications. According to the e-marketers recent article, “Advergames like the 3.2 million units sold at Burger King over the holidays have been a success, and in-game placements have music labels competing for exposure in the latest sports games. But it is online gaming that holds the best promise for targeting during specific time slots, as is possible through XBox Live and other game ad networks.”
Another way to look at it is through the lenses of experience design field, where cognitive psychology and consumer behavior are taken into the account. David Armano shares a very compact foil set, illustrating this concept on his blog. Experience design requires more “thinking” energy and planning though. With product placements, you are simply rewarded by doing your homework and using the info on where your customers “hang out, lounge and mingle”. With experience design applications, be it an event or a product, it has to do more with a new creation where prior knowledge is practiced. It could be more challenging and time-consuming as production and testing takes time. At the same time, what can be more rewarding than creating a new experience that your audience will definitely engage into and be able to enjoy the connections it builds with your product? The greatest part here is not about the product, but a user, consumer, as he/she is thought of, cared for and catered to!