August 2nd, 2005
Why Packet 8 VideoPhone is featured in both "Stargate" series
In technology marketing, product placements on the right television shows and in movies are a key strategy.
That’s because there is a demonstrated overlap between shows that appeal to techies, and the appeal to those same techies that some technology products have.
With their technological bent, there’s long been an overlap between fans of visual science-fiction and early technology adopters.
I figured that had to be the reason why 8×8, Inc.’s Packet8 VideoPhone is being featured on this season’s episodes of the SciFi Channel’s "Stargate SG-1" and "Stargate Atlantis."
Now, in the current issue of the Silicon Valley/San Jose Business Journal, 8×8, Inc.’s vice president of marketing and sales Huw Rees confirms this.
"The ‘Stargate’ placement is perfect for the Packet8 VideoPhone from both an application and audience demographic standpoint," Rees told the paper. "We think that when Stargate fans see how great the Packet8 VideoPhone works on their favorite show, they will be motivated to purchase one of their own to feel more connected with the program as well as with their family and friends."
What Rees didn’t say is that the overarching assumption is that when a product is shown - even passively as opposed to "pass me a Coca-Cola" front and center in the dialogue- it carries a certain credibility an advertising message does not.
Now with TiVo, of course, product placements are even more important. That’s because TiVo makes it easier than ever for viewers to fast-forward through commercials.
Russell Shaw is an enterprise computing journalist, analyst and author based in Portland, Oregon. See his full profile and disclosure of his industry affiliations.
