Product Integration; A Brave New World?

Though Stephen Colbert’s bid for president has been quashed, the industry is still buzzing over Doritos’ faux-sponsorship of his campaign. According to the Hollywood Reporter, Colbert’s use of Doritos is being considered among the best TV integrations to date:

Even more astounding is that the integrations — which included extensive video footage of the “Colbert Report” host holding Doritos bags up to the camera and eating the nacho cheese chips, verbal mentions and jokes about the brand and an opening graphic advertising Doritos’ sponsorship at the start of every bit about Colbert’s campaign — cost Doritos nothing despite news reports to the contrary.

According to sources, Doritos and Comedy Central realized that it was illegal for the PepsiCo-owned brand to sponsor an election bid — whether it was a mock campaign or not — and no money changed hands as a result, nor was any official deal made or contract signed.

Branded entertainment experts praised the integration as one of the most creative, impactful and buzzworthy yet, quite an accomplishment considering that Doritos paid nothing while other advertisers are paying millions for integrations.

“Because of its far-reaching effects and because of the new-media world we’re in, I think you could say this integration could easily generate more media impressions than any other to date,” said Jeff Greenfield, principal of branded entertainment studio Buzz Nation.

It’s funny to think that after years of attempting to trick people into using their products, in the end over the top satirical integration could turn out to be the best tact.