PLAYING THE ADVERTISING GAME IN THE 21st CENTURY

Forget "product placement" -- that's so 20th century. Even "product integration" is passé. Advertisers these days want to do far more than just place BMWs, Manolo Blahnik shoes, and other luxury items within reach of favorite TV and movie characters. They want to create entire worlds of consumption. For instance:CW Television Network's "Gossip Girl" features characters whose lifestyles are driven by the Prada bags they want and the La Perla lingerie the highly sexualized characters need. Actresses in "Roommates," a MySpace TV Web series, use their characters' online profiles to chat with fans and dish out information about their clothing and other products as well as advice on where to buy them. These are the heady days of "brand integration" and "immersive" commercial environments.

ABC News
Nov 9 2008