Some would argue that music-based talent contests are nothing more than a production line for pop stars. We’ll they’d be wrong – they also make cars too.
American Idol is one of the prime resources for embedded brands in the US TV market, ranking amongst the most coveted and active product placement media channels available. At a time when marketers are culling ad spend the role of embedded media is upping its presence. One such brand pushing its AI integrations hard is Ford, which has announced that the top 12 contestants will now feature in a segment which will see them designing and customising 2011 Ford Fiestas. Yes, you heard right, Casey James (vehicle design pictured above) and other finalists will be part of the Ford production line. “This year, the Idols will get a closer experience with our vehicles as they interact with our designers and customize a Fiesta design that reflects their own personality,” said Connie Fontaine, manager, Ford Brand Content and Alliances.
