Stealth Marketing in Movies
But in certain ways, movies are useful to Marketers. Take the case of novelist Bill Fitzhugh, who became one of the first known authors to incorporate a product placement into a work of fiction. He'd sold the film rights to his 2000 book Cross Dressing to Universal Studios, which at the time was owned by distilling giant Seagrams.
He struck a deal to replace generic references to liquor in a bar scene with flattering references to seagrams spirits, and says he was rewarded with an ample supply of liquor. But here's the twist : Fitzhugh wasn't really interested in helping Seagrams sell liquor. He struck the deal because he knew that when his book came out, he could market its product-placement deal as unique, if lamentable, literary landmark.
Now that's stealth.