“Possible Safety Risks Put Met Opera Tour to Japan ‘in Jeopardy’”
That was a recent headline about how the Japan disasters were threatening the New York Metropolitan Opera’s tour to the tsunami-reeling nation. But there was another Jeopardy in which the Met found itself.
On Monday, the long-running game show engaged in a unique form of product placement that made the Met Opera a category for the quiz, with all questions referencing (and ultimately promoting) the new Met Opera season.[more]
In a series of videos, Jeopardy’s “Clue Crew” reported each category quiz question on a feature of the Met Opera’s season, from the famous director of one of the new operas to costumes. A behind the scenes promo was also posted on the “Clue Crew” Facebook page.
Reinforcing the placement, the game show’s commercial breaks featured ads for the new Met Opera season and a call to action to buy tickets.
Demographically speaking, the Met Opera target audience is a good fit with the liberal-arts-heavy Jeopardy viewership, and brings the cultural institution’s brand to middle America and beyond.
And for Jeopardy, this kind of cross-promotional product placement opens a whole new integration portal for revenue growth, without a need to change a thing about the show’s format.
While not the same kind of integration as the Met Opera example, earlier this year, Jeopardy teamed with IBM for its “Watson” challenge, pitting IBM’s now-famous artificial intelligence against a former Jeopardy champ.
Of course, as with all thing product placement, Apple blazed this trail a long time ago.
Way back in 2005, Jeopardy featured a category titled “Apple of my Eye” featuring clues to Apple-themed “answers” such as “This product shares its name with a place where aircraft take flight” (Apple’s Airport device) and, for the Tiger OS, “An Asian feline that shares a name with the latest Mac OS X version.”