New Product Placement Campaign
Shine Group and ITV have today announced a product placement agreement with Concept 2 Rowing which will see the company’s rowing machines appearing in tonight’s episode of The Biggest Loser.
Brokered by all three parties, the deal to feature Concept 2’s best-selling Indoor Rower, represents the first product placement agreement to feature in an ITV programme having been initiated by an independent production company.
In the episode, the six remaining contestants use the Concept rowing machines in an elimination challenge. The contestants start the challenge at 5,000m and the last person to complete this distance is immediately eliminated.
The contestants have been training on the weight-loss effective machines since they began their journey on the ITV1 prime time show and many of them have found the Concept2 rowing machine to be a vital component in their progress towards a healthier lifestyle.
Commercial Director for Biggest Loser producers, Shine TV, John Gilbert said: “We’re absolutely delighted to have introduced this opportunity to ITV1 and to be on board with a sports brand as well established and respected as Concept2. Not only is Concept2 used by people all over the world to increase fitness and battle weight loss, but it’s respected by fitness industry professionals.”
Concept2 Communications Manager, Alex Skelton, said: “We have been working with Shine TV and the Biggest Loser for two years now and have been very pleased with the relationship. The Concept2 Indoor Rower is the perfect tool for weight loss due to the full body nature rowing and the accurate performance data means that the Biggest Loser have been able to run benchmarking tests and competitions to see if the participants are improving. We look forward to continuing working with Shine and the Biggest Loser.”
Katherine Marlow, Branded Content Manager at ITV added: "The brand fit between Biggest Loser UK and Concept 2 is perfect and this is a great example of how integrated Product Placement can be; seamlessly blending with editorial content and taking the association between the show and brand even further with off-air activation. We look forward to learning even more about this area with our advertisers and production partners going forward."