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Product Placement
Hawaii Five-0- Solving crimes with Microsoft phones
The CBS crime drama Hawaii Five-0 is a re-configured version of the old 1960s crime drama set in exotic Hawaii. In its newest incarnation, the special task force crime fighters use contemporary methods to track crime, including smartphones. Every episode begins with a new crime, which is then resolved by the end of the hour. Microsoft has negotiated a special product placement deal with the series, so the phones that are used by Lieutenant Steve McGarrett, Detective Danny 'Danno' Williams and Chin Ho Kelly are inevitably Microsoft-branded. Most recently, the Lumia 920 phone has given particular prominence as has the Microsoft Surface, Microsoft's tablet rival to the iPad. It is the Microsoft Surface that is particularly eye-catching in its usage, given that this tablet-style device is so photogenic in its ability to display crime information on the screen.
A typical episode features the Surface as a critical component of up-to -- the minute information searching such as when a police officer uses it to look up information on a car based on its license plate number. Also during the episode (as well as other episodes) it was not unusual to hear characters say 'Bing it' rather than 'Google it' when searching for information online about a piece of forensic evidence (Wilcox 2011). To the...
However, all of the technological products in the episodes are uniformly Microsoft-branded.
Analysis: Typical audience, favorable, product risk, marketing objectives, and deliberate placement
It is easy to see why Microsoft chose the youth-marketed Hawaii Five-0 as a venue for product placement. Microsoft has long been portrayed in the media as the less 'sexy' computer company, versus Apple. The popular 'Mac vs. PC' advertisements deliberately portrayed Macintosh as a sleek, attractively-dressed young man, versus the nerdy, virus-prone PC guy. They were "the bumbling PC and the hip, unflappable Mac -- an odd couple who would entertain viewers for years with their quips, barbs, sight gags, and one-liners" (Nudd 2011). However, in the context of Hawaii Five-0, Microsoft products have a critical role in fighting crime. This makes them seem attractive, because they are being used by good-looking actors who are saving the world from peril. (In contrast to the risks endured by the characters there is little 'risk' for Microsoft being shown as a force for good, rather than evil in the world). The main criticism of the placement by some TV critics was that…
References
Lein, A. (2010). Hawaii Five-0 uses Windows Phone 7 to fight crime. Pocket Now. Retrieved:
http://pocketnow.com/windows-phone/hawaii-five-o-uses-windows-phone-7-to-fight-crime
Nudd, T. (2011). Apple's 'Get a Mac:' The complete campaign. Ad Week. Retrieved:
http://www.adweek.com/adfreak/apples-get-mac-complete-campaign-130552
http://betanews.com/2011/10/22/is-hawaii-5-0-one-long-microsoft-commercial/
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