Pro Bono on NBC?
NBC has taken product placement to a new level (check out NYTimes article on the topic). Products are not only integrated into shows but product placement has actually become a core part of the design and writing for shows. It can be a really effective strategy. For example, "The Matrix" movies completely flipped my image of the Cadillac brand. Some fight this innovation and see it as corrupting the integrity and art of television. I see that as a pretty high standard to set for pop culture.To me, product placement looks like an opportunity. First cars, insurance and soda are placed in your favorite shows. Then...let's do it pro bono.
NBC, in your next sitcom, have one of the characters regularly participate in pro bono service. If it is with the Taproot Foundation, I can write you a receipt for the fair market value of the product placement. You can then write that donation off.
Now, I am not looking for our logo simply to appear on the show. I want to see doing pro bono with the Taproot Foundation be part of the plot. In case you lack the imagination, here are a few potential tie-ins:
- A mid-life crises turns character into a pro bono junkie
- Couple meets on a pro bono project and finds true love in their shared values
- Character works at the Taproot Foundation (make sure they are really attractive to make this part realistic)
- Roommates met when one was doing pro bono service for the other's nonprofit. Now they are zany roommates from different sectors.
- Reality TV. Think "The Apprentice" where all the projects are for charities.
Do you have any ideas for NBC on how to do product placement for pro bono service and the Taproot Foundation?
How about some of these:
- 'Celebrity' serve - a - thon brought to you by Taproot. Follow 'qualified' volunteers from the business world that are bonified celebrities (at least within their fields) as they 'do it pro bono'. Think CEOs, tech gurus, prominent sports team owners (NOT Mark Cuban), Business TV hosts, Ad agency dudes (Donnie Deutsch, etc.)etc. Watch them as they impart their wisdom on behalf of the greater good
- Hot, middle aged, single sirens that live on the same leafy lane donating their professional 'skills' and getting into compromising situations with fellow volunteers (would certainly help w/ vol recruitment)
- Taproot Superstars - revisit awesome 70s sports hero competition show but have the sports stars volunteering thier time and expertise to local non profits. Competition would be $$ raised, etc. Athletes would have to wear 70s style tight shorts and tube socks.
- The 'Rooters - an edgy animated series about the 'Rooters, a family of yellow turnips with a philanthropic bent.
I hope some of Obama's energy around service will help make volunteering even more attractive than it already is. Then, we'll see all the sitcoms and reality shows vying for which character or group gives back the most. Would be such a nice change from the typical TV drama.
Aaron - I think this is a great idea. You may have better shot with one of the Time Warner divisions, since they are a strategic partner to Taproot. Possibly a WB show, New Line movie, HBO show, etc. I'm not sure who your contacts are on the East Coast, but if you've got executive sponsors in NY, it may be something they can orchestrate.
Any ideas that lead to Reality TV seems to open the door to the problem of reducing the idea of pro-bono to a "fad".
Deutsch's/Apprentice stab at leaving marketing to individuals who aren't experienced and then (for the benefit of dramatic TV) badgering the participants on their bad ideas, was one of the worst things to happen to our industry and the fact that Donnie participated simply promote himself into a celebrity says a lot about what will eat away at the credibility of an industry.
Or maybe I am just on a soapbox.
Regardless, I would rather see it become a trend, not a fad, and for the benefits of the experience to be shared through the entertainment medium in a truthful and honorable way.