P&G and Walmart Colab "Family Movie Night" - A Model Example of Consumer Insights Meets Entertainment = Increased Market Growth (By William Thompson)

P&G and Walmart Colab "Family Movie Night" - A Model Example of Consumer Insights Meets Entertainment = Increased Market Growth (By William Thompson)

I recently stumbled across this project from 2011 between P&G and Wal-Mart, which, to be frank, I found very interesting, intuitive and overall brilliant in it's strategy and implementation. Having operated and being published in the Entertainment Law arena, I'm quite well aware of the headache (and overall puffery) of the "whose product/image association is worth what" dances　involving product placement or usage and infringement issues. Being somewhat of a stats lover, I was often amazed and how often positive correlation claims were proffered up as fact by party opponents, and when questioned, lacked adequate (or often any) statistical relevancy that showed even a minuet possibility　of a positive correlation between product placement/usage and favorable opinion by viewers (let alone a link between　placement and determinable income for damages).

This project, however, not only goes the total opposite route (which is a golden deal when compared to dealing with "after the fact" negotiations,　but likewise　utilizes a product/category strategy that created tangible revenue growth through a socially positive creation that funded the　production of a cinematic piece of art and had very, very, very minimal obtrusiveness into the artistic creation process. But, best of all, was　VOID of actual product　placement.　

Anyhow; very impressive.　(The case study is currently unavailable online due to site reconstruction, but you can request one from Effie.org by sending a case study request

here.) Below is an article from 2011 on the project from the P&G Newsroom (Original release can be located here.)

P&G and Walmart Celebrate 1 Year of Family Movie Night Announcing More Great Entertainment Thru 2012

Thursday, April 14, 2011 2:31 pm EDT

Last April, P&G and Walmart kicked off the Family Movie Night initiative when we presented the premiere of "Secrets of the Mountain." This Saturday, April 16, 2011, P&G and Walmart are celebrating a year of family entertainment with the premiere of our next Family Movie Night film, 'Truth Be Told' at 8/7c on FOX. In the past year, Walmart and P&G's Family Movie Night has been welcomed into homes across America 16 million times and we're happy to announce we'll be extending Family Movie Night into 2012, with four more films this year following "Truth Be Told."

P&G and Walmart initially decided to partner on Family Movie Night last year when industry research showed that parents wanted more options for television programs they could watch with their entire families. Today P&G and Walmart revealed [link to news release] results of new research they conducted which reinforces that parents are still seeking more family entertainment options. We learned that entertainment is a primary way families get together, in fact 81% of those surveyed told us they enjoy watching movies with their families and 75% of them admit that they still have to dive for the remote to change the channel or pause a program because of inappropriate content during what they thought was a "family" program. We're proud that Family Movie Night continues to offer parents films that can be enjoyed by the entire family without concern over questionable content.
Please click the video below to hear what the stars of the Family Movie Night films think of our initiative.
Celebrating 1 Year of Family Movie Night

To see a sneak peak at of "Truth Be Told" please watch the clip below. We hope you tune-in to enjoy it on April 16, at 8/7c on FOX!

Truth Be Told Trailer

To learn more about Family Movie Night you can visit www.familymovienight.com or www.facebook.com/familymovienight.