“Like the Real World with More Computers”

by jill ~ September 15, 2008

More and more, product placements are moving from advertorial to editorial.  We’ve discussed it a lot on this blog - and when the products are seamlessly added into programming, rather than shoved blatantly in our faces (e.g. Vitaminwater on Gossip Girl), marketers are seeking more creative solutions to reaching their target audiences.Now, a new reality show on MTVu will morph “The Real World” with a major product placement for Hewlett Packard. 

This New York Times article delves into the new show, which airs tonight!

“Engine Room, which will follow 16 contestants, divided into four teams, as they produce digital art using - of course - PCs, work stations, monitors and other products sold by H.P.  Episodes of “Engine Room” run from five to seven minutes each, and the series is scheduled to last seven weeks. At the end, one team will win prizes that include $400,000 in cash and a chance to program the giant MTV screen in Times Square for a night.

“Engine Room” follows a previous video series that H.P. sponsored with MTV, called “Meet or Delete.” It also comes after a video series for the back-to-school season, “Dorm Storm,” presented by Hewlett-Packard in partnership with Broadband Enterprises, an online video producer and distributor.”

I think it’s as simple as this: If it’s entertaining and interesting, it may work.  If not, it won’t.