Google That: Tech Startups & Product Placement Ain’t Nothing to F%$# With
I was all set this morning to do a big post on the up-and-coming phenomenon know as “startup product placement” - and in a broader sense, product placement with tech products in general. I spent four years at NYU studying product placement. Of course back then (all of 4 years ago), when one associated product placement with any vertical, it was entertainment. Hollywood to be more specific.
Earlier this morning, news broke that Angry Birds producer Rovio was rumored to include content from The Simpsons in the next Angry Birds update. I’m nowhere near a fan of the show as I was growing up, but hey, that’s some pretty cool synergy there and why shouldn’t Fox leverage its relationships with two booming IPs? The Simpsons IP is no stranger to video games, so it’s really only natural see them pop up in one of the hottest selling mobile games on the market right now.
A week or so ago, rising NYC-based startup Birchbox announced a deal with the CW’s hit, Gossip Girl. I can’t admit to watching Gossip Girl (I was a huge O.C. fan back in the day so I can’t hate on it either), but knowing what I know about Birchbox, including Birchbox within the context of Gossip Girl makes perfect sense - and more importantly, is a fantastic new way to acquire new adopters.
Entrepreneur (linked above) does a fantastic job in explaining why product placement is the wave of the future for startups who are looking for non-traditional ways to acquire new users. I was fully onboard to promote this today and highlight some potential examples, and then unfortunately I read the following headline:
Things You Never Thought Would Happen: Wu-Tang’s Raekwon Makes “Google That” Rap Video
Oh where to begin.
Look, I know this isn’t product placement in the traditional sense and there is no way Google had anything to do with this. If we have learned anything from the stiffs at Novartis (R.I.P. “Theraflu” which is now “Way Too Cold”), “Google That” may quickly become “Search That” very soon. Anyone who has followed the careers of NORE, Styles P and Raekwon know that this is an odd and strange move on their part to capitalize on the Google brand name. ODB is spinning in his grave right now.
I still haven’t had the time to properly digest this (if that’s possible), but this does signal one huge warning sign to me - when you try to collaborate with anyone, be it a startup or a rapper, please, please make sure the partnership you engage with makes sense and is an extension of your brand value. Angry Birds and The Simpsons - love it. Birchbox and Gossip Girl - terrific! Google and the Wu? I’m pumping 36 Chambers right now just to try to drown this monstrosity of my head.
