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Who Will Beat The Amazing Spiderman?

Looking back over some news of now last year, the Brand Channel‘s announcement of the 2013 Brandcameo Product Placement Award Winners and Losers covering movies released in 2012 made me smile – especially ‘The Amazing Spiderman’ for worst product placement.

As with many years, 2012 had its fair share of bad and egregiously bad product placement. Incongruous on-screen brand cameos such as Subway in Wreck-It Ralph and Acura in Avengers are the stuff that gives the practice of product placement a bad name. But while even Heineken’s role in James Bond had a few defenders, practically nobody came out to stand up for Peter “Spider-Man” Parker’s choice of search engines.
Making Bing’s forced Spider-Man placement worse was Microsoft’s inability to spin the negative publicity to its advantage. Ironically enough, Comicbook.com points out that in the comic book, Peter Parker uses Google as his search engine of choice. (A bit like how the film version of E.T. famously featured Reese’s Pieces while, to this day, the novelization uses M&M’s.)

Of course it is easier to mock those who got it wrong but there is something about brands working with characters, movie topics or scenarios and I am bemused that BING considered itself to be the search engine of choice for snazzy Peter Parker, spiky haired, rebellious and secretive…
Looking at what is out there in terms of search engine brands, perhaps the funniest one is DuckDuckGo – with Google being the obvious choice (and apparently what the comic writers had intended). Most search engines just lack the familiarity of Yahoo and the before mentioned Google and BING, but that doesn’t necessarily make them a correct brand match in my mind.
Still, I guess it could have been worse if they accepted an offer from AOL… Roll on 2014…

brand management, Funny, product placement

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