Found this while watching "Who Wants To Be A Millionaire" on TV or at http://www.millionairetv.com
The integration points are on the the Television show when a contestant uses the "Ask the Expert" lifeline. It also is branded on the main page of the web site.
The integration happens when the contestant uses the "Ask the Expert" lifeline and a head shot of the expert along with a large logo of Skype appears below them (in addition to a mention of the product).
This crafty bit of integration caught my attention as I was flipping through the channels and briefly stop on "Who wants to be a Millionaire" to see what question was going to be asked. As the young lady struggled to figure out the answer she used her remaining lifeline of "Ask the Expert" to get some help. Although the "Expert" was on no use for the question the fact that she was in a graphic that was branded with the Skype logo caught my attention.
The Millionaire game show is definitely a "high traffic" point for an insertion. The branding of the "Skype video call" to the viewers who are already comfortable with that medium, being video not television, is pure genius on Skype's part.
Mical Johnson
www.MicalJohnson.com
Leave a comment