The small screen has become more than an undeniable narrative platform, it is now an organized scene for luxury logo alliances. Example: the long -awaited third season of the HBO White Lotus, which received the vital logo before its first time this weekend. This marks a passage of reactive sponsorships to meticulously orchestrated immersive associations. Fashion collections, exclusive reports and Top -Ever collaborations are no longer an image reflected later, they are incorporated into the DNA of the prestigious television.
For years, a successful film has governed collaborations of luxury logos. An edition of James Bond can send Omega sales in the Arrow, and the devil takes Prada Cemeld Chanel in pop culture. But today, television shapes such difficult associations, not as a marketing opportunity after the fact, but as a strategic extension and prior to the plane of the program of the program.
The white lotus is the last and a surprising example of this replacement. Before its third season, an impressive diversity of brands, adding American Express, Diageo, Google Pixel, Abercrombie & Fitch, Away, Banana Republic, Bloomingdale, BMW and Supergoop. – All located along the global season 3 of White Lotus before the public even saw a frame. The replacement is clear: instead of waiting to see what successful systems, brands bet very early on culturally rich, aesthetically horny and prestigious television as a new cornerstone of marketing.
This replacement does not happen in a vacuum. The white lotus follows a trajectory explained through Emily in Paris, succession and even sex and the city before them, exhibits that they blur the border between entertainment and aspiration. But when the past associations were largely at the surface level, think of Carrie Bradshaw’s Manolo Blahniks or the cubes with an instant closed of Emily Cooper: the new era of the integration of the immersion of the considerations of the logo.
Small screen emissions today offer more than investments of ephemeral products. They build worlds that the public wishes to enter inside, and brands ensure that these worlds are larger beyond the screen. The strategy is clear: luxury television marketing is no longer collaborations, but about the integration of products, reports and even complete collections before the story takes place.
With its opulent limited parameters through the sun and its personal social satire, the white lotus was going to be the dream of a marketing specialist. But season 3 has done a little more: brands not only seem in the program, but rather shape the global around them.
H&M publishes a collection of capsules encouraged through the white lotus, designed in collaboration with the clothing designer Alex Bovaird. “We have this little slogan in the series: nothing is too much for the white lotus!” Bovaird explained in a statement. “So the bold patterns and the most sumptuous and swollen pieces attract me. ” The result? A 25 -piece collection that allows the public to dress as if they had just registered a luxury station in Thailand, even if their next holiday may be in their nearest H&M store.
Supergoop! When pressing aesthetics through the show, throwing a skin care kit on the white theme, while American Express goes extra with exclusive pensions through White Lotus Wellness in Four Seasons Hotels: the location of the spouse for the Frame of the season to date on the date. .
The first season took its position in Maui in Wailea in Hawaii, the second season at the Palais de San Domenico in Sicily in Taormina, and the third season to arrive first this weekend, recently filmed the very good seasons of Koh Samui, Thailand .
For those who need to taste the way of life of the Lotus White, BMW, Diageo and Google Pixel they integrate their products in the program itself, ensuring their presence in one of the prestigious occasions of TV TV TV of the year.
The brilliance of this strategy is that it works in any of the addresses. For brands, it promises that they are components of a cultural verbal exchange even before it begins. Traditional advertising has a problem cut in an era of advertising and block transmission in the subscription. But a product well located in the white lotus not only exists in the background, but is a component of fantasy.
For television networks, these transactions are transformers. Over time, when the audience dictated the good fortune of a program. Now Premium Television is a lucrative logo opportunity from the beginning. When organizing the associations before the transmission of a program, Productions can finance an ambitious narrative while providing logos a built -in hungry audience of cultural seal.
With the season 3 of White Lotus extending his career to 8 episodes, the opportunities for logo exposure and client participation are more than ever. But genuine history is what it means to the long execution of television.
The style changes. The small screen no longer reproduces the violin moment for the cinema with respect to the ambitious brand. In fact, it can be a difficult player. Luxury brands no longer expect to see what a success will be, they make sure they are components before it begins.
This is the new game book. If the last decade involved a success logo, the next one will also belong to television as a complicated and culturally resonant marketing platform in entertainment. And the smartest logos are being recorded early.