UM leveraged new technology to promote Johnson & Johnson brand, Tylenol, in Bell Media’s TV medical drama, Transplant. Developed by Mirriad Productions, the media company now offers in-content advertising solutions, such as virtual product placements and ads inserted directly into episodes of its self-produced TV series.
UM worked with Bell Media to ensure 100% share of voice (SOV) for the full season and complemented the in-show piece with brand sell spots across multiple touchpoints. The placement increased overall brand awareness and credibility due to the contextual relevance of the program.
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