PG Tips signs placement deal for ‘Deal or No Deal’
Business Manager for Partnerships at Channel 4, Vicky Kell, commented: “We’re delighted to announce this unique partnership between ourselves, Unilever, Endemol and MirriAd. It’s a groundbreaking combination of innovative technology, used on a scale never seen before on British TV, with one of Channel 4′s flagship shows.”
The three-month partnership will begin on August 7th – when the first episode to feature the popular tea brand’s logo on the contestant’s cup is broadcast.
The use of the digital integration technology is a first for Endemol in Europe, a UK first for Unilever and the first to feature in a programme aired by a UK terrestrial broadcaster. It is provided by Digital Brand Integration specialists, MirriAd – the company maps objects exactly using 3D laser scanners, allowing product images to be digitally placed into scenes throughout a show.
In November MirriAd’s Chief Executive, Mark Popkiewicz, told Sky News: ”Our technology is all about leaving the control with the content producers, the people who make great content, giving them a very powerful tool to bring brands into their content and integrate them albeit in a digital way now, but at the same time giving those brands excellent value for money and great results guaranteed every time.”