master shredder
Staples and The Office
idea
Reinforce Staples’ positioning as easy and innovative while driving sales of the Staples Mail Mate shredder through on-air activation with the product.
ignition
We worked closely with the show’s producers to integrate the Mail Mate shredder into the theme of an episode of “The Office.” Amid impending layoffs, one of the show’s key characters showcases his value to the company through his role as a “master shredder” using his newest tool: The Mail Mate shredder from Staples.
In addition to multiple brand mentions and logo shots, the product’s functionality was showcased during the show.
In addition, to extend the integration, Staples activated around it by creating a 360-degree promotion that included in-store signage, a micro-site featuring information and a video showing the shredder in action, email blasts, a newspaper circular, DRTV; and banner ads.
impact
By nature of how the shredder was integrated into the show – with a key character demonstrating its uniqueness and ease of use – we achieved our first goal. Further, according to Brand Tracker, Staples scored higher on a number of attributes among those who viewed the episode.
The integration was one of the top-ranked product placements of the week, according to measurement firm iTVX.
The program generated more than 5M pre- and post-show media impressions as the media buzzed about the integration. Further, one article described the integration as “the holy grail of product placement.”
In a posting on his “Brandtique” blog, David Goetzel wrote: "A marketer looking to use product integration to help it tear up the competition might take a page from Staples. The office-supply giant’s insertion of its potent Mail Mate shredder into a recent episode of NBC comedy "The Office' was about as good as it gets in branded entertainment.”
