The current partnership between the Sony Xperia mobile handset and Made In Chelsea sees the product so embedded into the programme that the deal effectively sees the handset become a member of the show’s cast.
Sony signed up as the show’s first product placement partner in April and now Series 8 of E4’s hit reality TV show, which is airing through the autumn, not only sees the mobile device star prominently within the show through a product placement strand to the deal, but it also features in a set of comic ad idents starring members of the cast that run as bumpers within the commercial breaks (and in longer form online).
The ads drive consumers to a ticket competition for the mobile brand’s sponsored end of season celebratory bash – The Sony Made In Chelsea Party – with the hashtags #SonyGreatestParty and #MICSony.
The copy reads:
‘Your chance to be more #MIC! Always wanted to live the MIC life? Now you can! Sony are giving you and a friend the chance to find your inner Jamie with a VIP trip to the Sony Made In Chelsea party!’
The programme partnership, brokered by Sony’s media agency Mediacom and Channel 4 Sales, sees six of Made in Chelsea’s main cast members – including pantomime bad boys Spencer and Alex and nice-but-dim Jamie and Binky – use the mobile throughout the series.
The cast also showcase the functions of the handset and its different available colours within the episodes as part of the storyline.
The brand/show alliance also includes a set of weekly backstage bespoke short form content for Channel4.com produced on the Xperia (and also running on the show’s own YouTube channel).
The deal also includes cast members appearing in Sony PR events and stunts – there is even a programme partnership T-Shirt.
’Xperia is a perfect PP partner for Made in Chelsea,’ argues Channel 4 partnership leader Rob Ramsey.
‘The Made in Chelsea cast are socially active, fun loving and contemporary making them ideal brand advocates.’
Unsurprisingly, this is a view backed up by the brand marketers themselves.
‘Made in Chelsea perfectly mirrors the target audience for Xperia,’ explains Sony Mobile North West Europe marketing director, Catherine Cherry.
‘As our brand continues to grow, this type of placement allows broader strategic targeting, accessing a wider and more female demographic. The ability to film content using the device is also testament to its power, being the only compact smartphone that doesn’t compromise on features.’
The Sony deal joins the Made In Chelsea sponsor Rimmel and its partnership with online fashion retailer Boohoo.com which signed up as the first commercial partner of a Channel 4-commissioned ‘Made In Chelsea’ game.
Comment
The current partnership between Made in Chelsea and Sony, which follows a slew of other recent interesting Channel 4 brand/programme collaborations (such as those between Kenco and Sunday Brunch and the dual collaboration of Uncle Ben’s and Yeo Valley with Jamie’s Fifteen Minute Meals – offer further ammunition to the ongoing debate around the degree to which product placement is blurs the fine line between entertainment and marketing exploitation.
Of course, for a supposed reality show, Made In Chelsea is so unbelievably ludicrous that few viewers will truly believe anything they see in the programme.
Links
Channel 4 Made In Chelsea / Sony Partnership
http://www.channel4.com/programmes/sonygreatestparty
E4 Made In Chelsea / Sony Partnership
http://www.e4.com/sonygreatestparty
Made In Chelsea YouTube
https://www.youtube.com/user/e4madeinchelsea
