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1 item from 2006

Pontiac in Victory Lane for product-integration derby

14 February 2006 | The Hollywood Reporter | See recent The Hollywood Reporter news »

The most effective product integrations last year in terms of brand recall and improved brand opinion were the Pontiac Solstice in NBC's The Apprentice, KB Home in ABC's Extreme Makeover: Home Edition -- How'd They Do That? and Tide in NBC's The Apprentice: Martha Stewart, according to TV advertising research firm IAG Research. Scoring 318 on IAG's brand opinion index, Pontiac's integration -- in which Apprentice contestants designed marketing brochures for the Solstice -- was more than three times more effective than the average integration, which scores 100. KB Home tallied 310 on the IAG brand opinion index for building a family home and providing free landscaping for neighbors on How'd They Do That? And Tide scored 271 for its role in The Apprentice: Martha Stewart in which contestants designed live-action mobile billboards for Tide to Go. The other integrations in the top five for 2005 were Crest Whitestrips in Bravo's Queer Eye for the Straight Guy and Adidas apparel in UPN's The Road to Stardom With Missy Elliott. »

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