|
In time for this month's release of the new Harry Potter movie (Tuesday) and book (next week), Jelly Belly launched its new sausage and pickle flavors in the Bertie Bott's Every Flavor Beans line. Meanwhile, last week, Apu Nahasapeemapetilon's Kwik-E-Mart came to life in 12 locations in North America to promote the July 27 release of "The Simpson's Movie." Both of these, of course, are fictional things brought into the real world. Marketers call the concept "reverse product placement."
They're life imitating art. They blur the line between reality and fiction, and at the same time make even the most mundane experiences—like getting some cash at a 7-Eleven—almost like a visit to the theme park.
But here's what I wonder: Is this blurring of the line between reality and fiction a good thing? At some point, will we start to expect some sort of entertainment at every turn, else the entire experience feel lacking?
Read my latest post on The Huffington Post.
|
Comments
Ann,
There's been quite an insightful dialogue on this going on over at Racialicious, the main blog addressing issues of race and ethnicity in pop culture in new media. In particular, the following threads are worth noting:
"Step'N Dispense It: Racist Apu Promo For 7-Eleven" (7/3/2007)
http://www.racialicious.com/2007/07/03/step’n-dispense-it-racist-apu-promo-for-7-eleven/
"CNN Misses The Point of the 7-Eleven Apu Simpsons Controversy" (7/11/2007)
http://www.racialicious.com/2007/07/11/cnn-misses-the-point-of-the-7-eleven-simpsons-controversy/
The language and sentiments may be raw for some here and elsewhere, but the ideas are worth injecting into the larger discussion, as they these voices and perspectives tend to get overlooked a little too often.
Posted by: Ryan Turner | 07.13.07
Ann,
Normally shopping at & Eleven is not an "experience". What they have done here, which has been more PR than substance, is turn it into an experience.
Businesses that fail to value-add any transaction with their organisation in this experience way (whether that be increasing the experience interaction like 7 eleven, or reducing the experience - say like paying a bill) will always be vulnerable to other businesses capable of providing the same service with the extra value.
Is it a good thing for consumers? Well if it is we can be sure businesses will be doing a lot more of it.
Cheers
Posted by: Nat_Nudge | 07.15.07