Product & Script Integration

Toyota - Regenesis

Product integration begins with a goal of bringing together a programs audience and a brands proposition in a way that is natural to the content and not forced or contrived. The Marketing Ventures team is expert at “organic” integration, when products, services and people are featured in content, as if they would have been there naturally. Much of the content produced by and for Shaw Media, also allows for scenarios to be created within scripting, therefore providing even more optimal scenarios for brand integration.

Apart from the general parameters to be organic to program content (ie. lumber to a renovation program, paint to a design program, flour to a baking program), integrations offer several opportunities to see and explore product exposure in many ways. The Marketing Ventures team maintains excellent relationships with production, content, and talent and can work with any brand to explore the right setting for its message.

There is no standard length or scenario for integration, all executions are customized. The most critical factor in developing a successful integration campaign is lead-time. Most specialty and conventional dramatic programs are scripted and filmed eight to twelve months before they air, therefore the planning process needs to be engaged at least eight to twelve months in advance. Other programming such as daily news and entertainment require less lead time.