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From Heineken to Baskin Robbins: How Brand Integrations Are Boosting Content and Building Businesses
Thinking Out Loud
38 minutes
3 years ago
From Heineken to Baskin Robbins: How Brand Integrations Are Boosting Content and Building Businesses
Erin Schmidt, chief product placement officer, BEN, is behind some of the most iconic brand placements, including James Bond switching his favorite drink to a Heineken, Ant-Man working in a Baskin Robbins, and Steve and Nancy from Stranger Things eating KFC’s finger-lickin'-good fried chicken. Erin and host Vicki Lins discuss how entertainment drives cultural conversations and how brand placements are supporting the creator economy. Erin details the value and impact of product partnerships between content development and brands and how the right product placement allows a brand to be an authentic part of the conversation. Join us to explore the dynamics behind several successful integrations, where marrying content and brand ultimately enhanced the viewer experience.
