Word: taco
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Dates: during 2000-2009
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...sitcom verisimilitude; The Price Is Right still pitches bedroom sets and floor wax. But after Survivor's success, "product integration" (a step past mere placement) is taking in-show advertising to a new level of sophistication and stealth. Products are becoming part of the show, be it the Taco Bell that's a site of a "murder" investigation on a new reality show or an SUV used in a TV-staged transcontinental race. And producers and advertisers are getting cozier than at any time since the days of Texaco Star Theater...
...into her cart last month. Hoerler, who takes a women's multivitamin and a calcium chew, still feels she doesn't eat as healthfully as she should. "But there's a feeling," she says, "that if you eat a cereal like this in the morning, it balances out the Taco Bell you eat for dinner...
Advertisers have already put the idea into practice. This March, the retired space station Mir was set to crash into the Pacific Ocean near the Australian coast. Taco Bell floated a 100-square-meter target near the crash site, and guaranteed, if the station hit the target, a free taco for all 280 millions Americans...
...Taco Bell purchased insurance to pay for the tacos in case Mir hit the target. The firm took the odds, Mir missed, and the stunt, with Taco Bell's name attached, become the subject of fluff news and chit-chat around the world...
...Novak, the Taco Bell stunt is just the beginning. Rather than paste brand names on random spectacles, his plan is to script the spectacles themselves...