Posted by mike on 2003/8/13 0:00:00 (718) reads
A prominent Christian news source seems to think so...
Here's a first from mike's totally free jeep news - we're referencing a story found in the Christian Science Monitor about musicians "selling out" to corporations - and it specifically makes reference (here's where we come in) to the Smash Mouth/Jeep relationship...
Any band worth its tour bus knows alternative marketing is essential, and promotion by an advertiser is a no-brainer way to get extra exposure. It's particularly useful if you've been out of the mainstream for a while and want to get back in.
Steve Harwell, lead singer of the rock band Smash Mouth ("Walkin' on the Sun," "All Star"), embraces the concept of cross-promotion for building or maintaining awareness of the band's existence. "We market ourselves a lot. So if you are not, like, in the public eye, at least you're still out there," he says.
Smash Mouth and Jeep parent company DaimlerChrysler have made a deal similar to Madonna's, though without the cash payout and without the apparent incongruity between artist and product.
After Smash Mouth agreed to perform at Camp Jeep, a June event in Charlottesville, Va., Jeep vice president Jeff Bell offered a Wrangler for use in a video for its new single "Get the Picture?" Jeep then decided to place the song in a TV ad campaign it launched just before the album's Aug. 5 release.
The co-branding setup gives the band an opportunity to let its catchy sound hit more ears, while Jeep gets more exposure to a desired demographic. The company also avoids paying royalties for the song in exchange for the extra plugs.
The intriguing - some might say distressing - aspect of this marriage is that the story line for Smash Mouth's video changed slightly to accommodate the Jeep. But because the action occurs on a beach, the product placement isn't exactly a stretch. Already burned by an unhappy commercial alliance within General Motors, Smash Mouth agrees with Mr. Bell's assessment that its 'brand identity' - fun, sun, and parties - "(are) a good fit for the Jeep brand."
Want to check out the entire article? Here's the link.
The comments are owned by the poster.
We aren't responsible for their content.
You must login or register to post a comment.