Advertising in drama series, reality shows, movies?

Have you ever notice that advertising nowadays doesn't only appear during intermissions? Advertisers are getting more creative in fusing actor's character in movies, reality shows, tv series with products by sponsoring companies such as Ford, Ketel One, Coca Cola, Sprint Nextel, and Kia Motors.

For example, an original series by USA networks named White Collar presents sponsorship by Ford and Ketel One Vodka. Personally I am a fan of this suspense drama series - White Collar. The setting of this show is in New York City. What got my attention was the actor FBI agent Peter Burke drives the new 2010 Ford Taurus in the city of New York. I remembered him speeding to rush to a scene while it was peak hours in Manhattan, NY. The Taurus automatically breaks with it's featured sensor braking system. Neal Caffrey and Peter Burke mentioned about the car's feature as Burke persuaded Caffrey to relax as they wouldn't get into an accident with this feature. I find this scene really effective to reach their target audience as the TV series is targeted for working adults. The character explaining the feature educates the audience as well.

Another good example is the popular singing competition by NBC, The Voice. Companies sponsoring this hit singing sensation are Sprint Nextel, Kia Motors, and Starbucks Coffee. The contestants, mentors, and coaches were given mobile phones and tablets from Sprint. The company will also sponsor The Voice's presence on NBC.com, Facebook, and mobile platforms.

As for Kia, the company's 2012 Sorento CUV will be used during Battle Rounds, and the contestants were seen driving Sorentos, while using the wireless Bluetooth feature to listen to voicemails from their mentors.

I feel that this concept of brand sponsoring shows is a brilliant idea as the message reaches their audience clearer than buying ad time. Let's be honest, most of us flip the channel during advertisement. But we won't switch the channel when we are watching the show. What better way to integrate the brands in the TV shows, movies, and reality shows?

P/S: In Korea, the Korean drama has been a crazy trendsetter for teens and young adults especially women. Cellphone brands such as Samsung grab this opportunity to introduce their phones among the actors in the hit TV series. Their product was successful as the TV series became really popular among teenagers and working women.