Movie Placement Creates Demand For Fictional Shoe
"The unpaid inclusion of a nonexistent Adidas shoe, Zissou, in the movie The Life Aquatic has sparked a brisk consumer demand for the product.
Adidas didn't pay distributor Buena Vista to appear in the film. Neither did it co-promote the project. It also had no plans to even produce the shoes for the public. The company may be starting to reconsider that idea, however. Moviegoers have inundated Adidas with requests on where to buy the shoes, with customers showing up at the company's retail stores ready to purchase a pair. The company's consumer relations department has been receiving hundreds of phone calls and e-mails from desperate Team Zissou sneaker seekers. Online petitions have also hit the Internet and collected over 600 signatures. Homemade versions have been listed on eBay."
--AdAge (free registration required)
In related news, Adidas's new shoe in-game placement affects gameplay.
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