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Subway Writes Key Message into “Chuck” Script

April 16, 2009: 07:57 AM EST
Subway has broken new ground in product placement on TV shows by having one of its key phrases written into the script of NBC’s “Chuck”. The sandwich has featured in a previous episode, but this is the first time it has been referenced in the script as well. Subway has a deal with NBC universal that gives it access to a number of shows, and uses an independent firm to handle the placements. The “Chuck” placement goes “far beyond just a logo placement or a product placement. It's more about the messaging," according to Tony Pace, chief marketing officer of Subway’s consumer marketing arm, the Subway Franchisee Advertising Fund Trust. Frank Zazza, CEO and founder of iTVX, a firm that measures the effectiveness of product placements, says companies want to go beyond passive placement to get the most out of the exposure it offers them. But they face the risk of over-exposure, causing viewers to switch off from both the message and the program.
"Subway Places More Than Just Product in NBC's 'Chuck'", AdAge, April 16, 2009, © Crain Communication
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