I Can Make Your Product a Star

摘要

When Audi was looking to win screen time for one of its cars in this year's crop of summer films, it turned to Ruben Igielko-Herrlich, whose Geneva-based shop, Propaganda Global Entertainment Marketing, helps companies place their products in films, TV shows, and games.rnIgielko-Herrlich zeroed in on Transformers: Revenge of the Fallen. Yes, General Motors had already cut a deal to make its cars morph into the sci-fi flick's superhero robots. But Igielko-Herrlich had an inside track:rnFor years his company had provided director Michael Bay with products-cars, cellphones, luggage-for his films. Propaganda talked Bay's people into finding a role in Trans -formers for the Audi R8. Ultimately, the super-luxe sports sedan starred as the "villain" car and got an extra marketing boost as the only vehicle to appear in the Transformers Super Bowl commercial.