NEW YORK Get Interactive, a new ad technology company that allows consumers to buy products placed in entertainment content and creates opt-in advertising platforms for brands, has inked its first deals with Universal Music Group, Sega and Overture Films, the U.S. distributor of Mad Money.
Get's technology allows content providers to run a graphic or text link that says "Get Stuff Now" adjacent to video content online or on mobile platforms. Clicking on the link allows consumers to pull up ads that can direct them to purchase products seen in the video clip or, if the advertiser so chooses, to interact with the brand in other ways.
"The power of this technology is that anywhere and any way the content can be viewed we can be there, and it provides for a much more interactive, dynamic branding scenario," said Rick Harrison, CEO of the Winston-Salem, N.C.-based company.
Harrison said that brands could provide coupons or the chance to play brand-embedded games when consumers click on the Get links, for example. Get's technology also allows advertisers to send mobile coupons to purchase their products at the store nearest the user by locating the cell towers the customer is using if they're accessing Get via their mobile device.
"We will coordinate with the brands that are embedded in the content as to the advertising experience they want in place and the brand experience they want the consumer to have," he said.
Get will begin providing links on music videos from UMG's Interscope, Geffen and A&M labels as soon as UMG provides a list of the artists it wants Get to work with, Harrison said.
In addition, Sega is working with Get to facilitate an array of placements into a new videogame it is developing.
"There is a much broader array of interactive opportunities with the gamer as a result of these placements," Harrison said. "It allows for interaction anywhere the game is promoted."
Rob Lightner, vp, business development at Sega, said the Get technology adds value for both the game company and advertisers: "Whereas with typical product placement you simply see a product in the game, Get allows you to take the relationship one step further and allows the consumer to interact in a more meaningful way with the brand."
Mad Money producer Jim Acheson, who introduced Overture to Get, said he thought the platform represented not only an opportunity for more product-placement deals but also could help market the film. "Going forward, I think it's a great concept to go out to brands for placement in the film," he said. "It just adds another layer of opportunity for the brands."
Mad Money, which stars Katie Holmes, Queen Latifah and Diane Keaton, opens in January.