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November 17, 2010

Conan O'Brien's TBS show proving more than friendly to brands

By T.L. Stanley on Wed Nov 17 2010

Conan-chevy

We've now seen the first brand integration into Conan O'Brien's late-night TBS talk show, and if this is any indication of how marketers like AT&T and Microsoft will share the screen with the lanky host, we say bring it. General Motors, one of the flagship sponsors of the new 11 p.m. chat fest, got a cheeky throwback segment Monday to introduce its "20 Pine Tree Air Fresheners in 20 Nights" sweepstakes. The contest gives away 2011 Chevrolet Cruze sedans in which to hang those "mega-fragrant" deodorizers. With help from audience members and/or ringers in the crowd, O'Brien and sidekick Andy Richter did their best Monty Hall (or would it be Carol Merrill?). They chatted about the 10 airbags, Bluetooth capability, MP3 player and other features of the car, which sells for "less than $17,000 MSRP," while admiring the on-set vehicle. O'Brien said it's so well-equipped for its size that it's nicknamed "the Seth Green." Advertisers including Coca-Cola and News Corp. are paying between $30,000 and $40,000 for 30-second spots on the show, according to The New York Times, putting it in league with rates for Leno and Letterman. Those who'll get product placement and the Coco treatment should consider it money well spent.

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