Product placement has been a new technique that companies have been using to implement their products in TV shows and movies subtly as a means of advertisement. But in this case, Abercrombie and Fitch wants the opposite- for their products not to be shown. Mike Sorrentino from the MTV show "Jersey Shore" can be seen wearing the Abercrombie clothing brand every episode. The company believes that by him doing so, he is ruining their good, clean image. Abercrombie offered the cast, in particular Mike Sorrentino, money to NOT wear their clothing.
But as quoted by Michael S. Jeffries, Abercrombie's chairman and chief executive, the company was "having a lot of fun" with the proposed payoff. And according to analysts and MTV, it was only a publicity stunt. In the article, Drew Kerr, a public relations consultant from New York, said "It's offering something publicly that you know is never going to happen, but you do it because it's just made for the press"
My opinion? Definitely a publicity stunt- and a good one at that. The company gained press and TV air time without actually paying for any advertisement. Very smart move on Abercrombie and Fitch. And as for the "Jersey Shore" case, if they actually took the offer, they can make some quick and easy money with the deal.
To read the full article:
http://www.nytimes.com/2011/08/18/business/abercrombie-offers-jersey-shore-cast-a-paid-non-product-placement.html
I personally find this to be one of the most entertaining stories I've read in a long time. I also find it entertaining that after Abercrombie released their statement requesting Mike the Situation not to wear their clothes, Hustler released a statement offering money for the Situation and other cast members to wear their clothes. Just by those two statements from those companies, whether they are a publicity stunt or not, you can easily see what kind of image each company wants to portray.
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