Product Integration in Spiderman 2

http://www.youtube.com/watch?v=3hOk80p8K2w

In this scene from Spiderman 2, Peter Parker is learning how to use and control his web like powers. As he begins to practice, it just so happens that the Dr Pepper can is one of the focal points of his target practice. The audience is focused on the can for a little longer than a second as we see Peter Parker practice his newly developed skills.

It was definitely a smart move for Dr Pepper to choose to be integrated into this film. The Spiderman franchise was a huge box office success that captivated audiences everywhere. There are many positve associations that the integration would have on a brand. Peter Parker's character definitely did not hurt the integration as a young, attractive actor.

I don't believe the integration detracts from the pleasure of watching this film. In fact, I really did not even notice it until I went out intentionally looking for product integration. It is slipped into the film in such a way that the audience is not distracted from the moment. There is a realistic factor to the product placement in this scene. Peter Parker is an average teenage guy, who probably drinks soda.