An experiment I found interesting included the effectiveness of product placing in a sports video game. For example seeing the athlete in the video game wearing Under Armor would make you like Under Armor more.
The participants were chosen randomly but it was by using e-mails delivered through the social networking site Facebook.com, 133 (77 male and 56 female) college students
These students were then given an online survey. The survey asked them to rank certain athletic brands like Nike and Under Armor, on a scale from 1-10. Some participants dropped out before the next step which is the actual experiment.
The actual study involves a television and a Xbox 360 gaming console. The participants were asked to play a sports related game. Some of the brands in the pretest survey were included in the game. For example, for the boxing game, the boxer had on Under Armor shorts.
After they'd played the game they retook the survey asking them to once again rate brands from 1-10. The purpose of the study was to determine the effectiveness of video game product placement on short-term brand attitudes.
The results of this study confirmed that when consumers have fun with a certain product, they are more likely to have positive feelings toward it. Thus, video game product placement represents an effective way to get consumers to "play" with advertised products and have fun doing it, before they even decide to purchase.
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