When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise

Abstract

Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create an imaginary world, conquering large audiences in a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into an opportunity for brands to reach consumers in a world where technological devices have changed how they absorb advertisements. In this context, we propose a longitudinal analysis of brand placements in the five movies launched under the Transformers label from 2007 to 2017. A 65-hours passive observation of the movies’ content identified several insertions, most frequent brands, and most frequent product categories in each film, classifying data according to placement type, prominence, congruency, and product category criteria. A longitudinal analysis of the five films revealed that brand placement constitutes an effective strategy once its use showed to be consistent over the years. Congruency was the most relevant factor in brand communication and the movies over time, helping consumers familiarize themselves with brands, associate brands to the story, and enhance brand recall. This analysis indicates a successful integration of brand and film components, resulting in adequate placement insertions, promoting benefits for companies, brands, and the cinematographic industry.