Branded Content & Integration,
Brand Relationships With Hollywood
Hollywood Branded has worked over the years to associate BlackBerry with characters and scenarios on screen that match those who use it in real life. BlackBerry has a very long and strong relationship with Hollywood. Washington politicians (think Kevin Spacey on House of Cards, Julia Louis-Dreyfus in Veep or Kerry Washington in Scandal), Military or FBI (Matt Damon in Bourne Legacy, Claire Danes in Homeland or Zero Dark Thirty), Medical or Forensics (Bones, The Following, Grey’s Anatomy or Hannibal), Military (Zero Dark Thirty), Legal (Tyler Perry in Gone Girl or Robert Downey Jr. in The Judge), Journalists (everyone on Newsroom), Businessmen (Neil Patrick Harris on How I Met Your Mother, or Parks & Rec), Sports and Talent Agents (Amy Adams in Trouble With The Curb, or Jeremy Piven in Entourage) are all examples of business based storylines that align with real-life usage of the BlackBerry brand.
Hollywood Branded has not negotiated to pay for this exposure in the TV series, as BlackBerry does not pay for placement exposure currently in content. Hollywood Branded does, however, provide mobile devices, and in some instances, SIM cards with data plans that allow the device to be fully functional. So why does this product placement trade out relationship get a final result on screen?