Case Study: Aflac and Along Came Polly

Written By Maigen Berg

Case Study:

Aflac goes where no other in its category has -- the movies.  With ALONG CAME POLLY, Aflac realized three verbal mentions, signage and product placement thus successfully extending the reach of Aflac’s target. Aflac’s verbal mentions provided a beginning, middle and end to the placement, making it one of the most impactful film placements of 2004, according to ITVX.  This hit comedy starring Ben Stiller and Jennifer Aniston was released in theaters on 1/14/04 and went on to have an extensive life cycle in pay per view, basic cable, airlines, DVD, video rental and sales – providing Aflac millions of additional impressions.

  • Alec Baldwin “We’re presenting to Aflac on Wednesday!” “The meeting with the Aflac people has been moved to 4!”

  • Aflac plush Duck, golf cover and poster placed in the film.

  • US Box Office receipts reach $88 Million, making this film the 27th highest grossing film in 2004.

  • Worldwide Box Office receipts reach $166+ Million

  • According to product placement measurement firm, ITVX, the value of Aflac's integration, based on U.S. Box Office receipts only, was worth more than $1,175,000.

Philip Seymour Hoffman and Alec Baldwin discuss strategy before  meeting with Aflac executives

Maigen Berg
Previous

Case Study: Aflac and Lemony Snicket’s - A Series of Unfortunate Events