Jennifer Lopez is back. Her new video for her latest single, I’m Into You, proves that she certainly can keep up with all the young pop stars. She also shows she can sing.
By “keep up” we mean the product placement, which it seems is the whole point of releasing a video these days, as she dallied with her last video, On the Floor.
The big question is, will this married mom also turn to every aspiring pop diva’s favorite sponsor, dating site Plenty O Fish?[more]
Sadly, Plenty O Fish’s oppressive music video product placement run comes to an end.
Instead of following Britney Spears, Kei$ha and Lady Gaga‘s Plenty O Precedent, Lopez has opted for some new products to tout. And one of J.Lo’s new brand hook-ups is exceptionally excited about being so close to fame.
A day after the debut of the video, Koma Unwind maker Bebida Beverage put out a news release, quoting its CEO: “This experience was incredibly humbling, from meeting J-Lo and her management team in Mexico as well as knowing J-Lo was willing to help our emerging company achieve our goals and share our ‘Chillaxation’ product with her fans everywhere.”
Yes, the Koma Unwind brand, so heavily (read: ridiculously) featured in the first seconds of the video, is billed as a “Chillaxation Drink.”
A day later, the brand hopped on Twitter to crow about the nearly 1.5 million views the video generated in its fist (and first) 36 hours:
The brand has reason to be jazzed. In the early moments of the video, the Koma brand is easily identifiable.
Also, the brand is well positioned to benefit from the exposure, as some of the most successful product placements in history have been for brands that were unknown or not yet established. For example, Reese’s in ET, BMW’s Z3 in Goldeneye, Red Stripe in The Firm, and Gargoyle sunglasses in The Terminator, just to name a few.
Aparently, its role in Lopez’s video is part of a much larger product placement strategy for Koma. In an April press release, the brand stated its intention to “have roughly 5 to 10 major appearances on television, featured films, and music videos,” one of which is “a $25 million motion picture which is scheduled to begin production this summer.”
Koma’s jump into product placement will actually serve as a great test case for those looking to measure the practice’s effectiveness. Because it is largely unknown, if Koma’s sales and profile increase as its placement activity increases, it could prove an excellent case study (and success story) for product placement practitioners. Likewise, no boost in sales or prominance could be a blow to brand intergation.
That said, the YouTube comments on the video aren’t as favorable don’t appear to like the tune as much as her last single, which means it could rise and fall quickly. Koma may be into J.Lo, but not for long if the video peters out and the paid placement doesn’t boost sales or brand awareness.
Meanwhile, another of Lopez’s product placement partners in this video should probably not be as excited as Koma. Flashed on the screen for a half second, it’s nearly impossible to identify the brand name of her sunglasses. Anyone? We can’t chillax until we know.