Human Product Placement?

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For the first time on a game show a real-life person was behind (curtain number three).

Audiences of Univision’s hit Latin game show, “Trato Hecho” saw world renowned celebrity makeover artist Peter Lamas give away his services as a prize. The contestant who “won” Lamas was so excited, she cried as if winning a brand new car.

To accomplish this, Lamas Beauty International, known for its high end line of (beauty) products, joined with entertainment marketing agency Feature This!, an expert in the field of brand promotion. Having worked on over 3000 TV shows and movies, Feature This! created the innovative idea of placing Lamas himself in the show. This opportunity to market the Lamas product line, although unprecedented, continues to be a solid success.

Jay May President of Feature This! Said “ I was eating lunch with Peter and Trato Hecho called and said they lost a prize is there anything I could do?” I looked at Peter and said,

“You wanna be a prize”?

Trato Hecho is a fast growing Spanish language spin-off of the hit American show Let’s Make A Deal!” As before, contestants dress up in outlandish costumes and bring items from home to buy, sell, or trade for spectacular prizes like a new car or…a stack of bricks. The show has surpassed its daily expectations of 3.5 million viewers. As a result, Univision is developing additional shows for its primetime line-up.

Placement of the Lamas Beauty International brand on Trato Hecho by Feature This! is a prime example of what’s new in the entertainment marketing industry.

Presently Feature This! Is working on NBC’s Biggest Looser as well as “Mission Impossible” with Paramount and “Superman” with Warner Bros.

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Jay May