Jag’s real-life product placement project
Newswheel staff :: 04 July 2006 :: Filed under Jaguar, Europe & UK, US
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Shiny, happy Jaguars
You can’t polish a turd. That’s a lesson we suspect Jaguar will be learning in the wake of its so-called reality product placement scheme in the US (the basic drill involves seeding C-list celebs with freebie XK8s). It’s not that the XK is a bad car. Opinion-dividing aesthetics aside, almost everyone agrees Jag has done a great job on its latest flagship GT. But ultimately, it’s good product, not desperate marketing schemes that’s going to turn things around for the struggling luxury car marque…
Heading up the list of free-to-those-who-can-afford-it XK8 recipients is New York-based socialite and advertising exec Nico Bossi. The coast-to-coast campaign also includes a complimentary Big Cat for 30-year-old skateboarder Reese Forbes in LA. In total, Jaguar says it will drop off another five XKs with jet-setters in Dallas, Phoenix, Las Vegas, Denver and Chicago. According to a spokesJag, it’s all about “people seeing Nico and the car and wanting to be part of that.”
But will it work? Well, it certainly doesn’t say much for Jaguar’s confidence in its own cars. Companies such as Porsche and Ferrari, for instance, don’t so much give away their cars as beat unwanted customers out of showrooms with shitty sticks. But more importantly, is it really possible to create that it-car vibe with a fleet of chintzy charity chariots? Not likely.
Linkage:
Luxist
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