Friday, April 9, 2010

Behavior Placement on Broadcast Television

Yesterday's broadcast of Wall Street Journal This Morning hosted by Gordon Deal featured an interesting new trend in television: behavior placement. We all know about product placement--like Lady Gaga's Miracle Whip fascination--but instead of using branded products on TV to encourage viewers to buy something, behavior placement uses characters to influence viewers into doing something.

Remember the eponymous Rachel haircut after Jennifer Aniston on Friends? That's the type of monkey-see-monkey-do connection that NBC is hoping to make with its behavior placement. If Tina Fey on 30 Rock recycles, will you recycle too? Or maybe you'd be more inclined to recycle if Dwight Shrute showed up as ReCyclops.


It's nice to see producers trying to make a positive impact on viewers by taking a break from glamorizing violence.

1 comment:

  1. I was asked for a proposal on brand behaviour. Thanks for highlighting this.

    Wahyd

    ReplyDelete