Slim-Fast spent more money on a product placement deal on ABC's Dancing With The Stars than it did on any traditional advertising, Advertising Age indicated Friday. According to the trade publication, the deal calls for Slim Fast to receive several mentions within each broadcast, especially on Wednesday when Tysonia, Slim Fast's own amateur dancer, appears on the show (and in a video on the ABC website). Slim-Fast VP/General Manager James Wong told AdAge, "We learned through the producers that there was an opportunity, and we recognized it was a big idea. Dancing is our consumers' favorite activity." In addition, Slim-Fast is using print ads to promote the show, while a contest on its website -- which has seen traffic grow by more than 10 percent during the past season -- offers tickets to the finale.




13/11/2006