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NBC Incorporating More "Green Storylines"


Jake de Grazia
Posted on Monday 12th April 2010

source: officetally.com
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When we see a TV character sip on a Coke can or pull a Motorola phone out of his pocket, we're watching something called "product placement." The TV stations have sold screen-space to product manufacturers in hopes that we, the watchers, will notice the products in close connection with characters we admire and run out and buy things from Coke and Motorola.

"Behavior placement," however, is a little more subtle. It's the practice of infusing on-screen stories with actions that audiences might notice and consider and eventually adopt.

NBC has started placing "green" actions. According to The Wall Street Journal:

In just one week on NBC, the detectives on "Law and Order" investigated a cash-for-clunkers scam, a nurse on "Mercy" organized a group bike ride, Al Gore made a guest appearance on "30 Rock," and "The Office" turned Dwight Schrute into a cape-wearing superhero obsessed with recycling.

The goal is to inspire planet-friendly actions among viewers. And the goal of that is to attract extra advertising revenue, which doesn't take away from the good that those actions will do, but it is something worth considering.

Thank you, PSFK.

Guest's picture
Posted on 12 April 2010 - 2:26pm by Guest.
They have been doing this for the past couple of years during "Green is Universal" week which takes place during the week of April 22nd (Earth Day).
jdegrazia's picture
Posted on 12 April 2010 - 2:33pm by jdegrazia.
They have. And, according to the WSJ article, they have been doing so well with advertising during the green weeks that they are asking their shows to try to incorporate at least one "green storyline" every season.
Guest's picture
Posted on 12 April 2010 - 4:00pm by Guest.
Pretty sure that it isnt really "asking" but rather telling them that they have to include an eco-theme in their episode during Green Is Universal week. Last year, 30 Rock made it pretty clear that they would fall in but they mocked the fact that it was a requirement. The biggest problem with the advertisers that they have gotten during this "green" week is that the majority of the companies fall into the greenwashing category.
The best use of behavioral and product placement has not been in the "green" space but rather a recent episode of "Modern Family" which seamlessly featured the launch of the iPad.

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