‘Game of Thrones’ coffee cup is worth millions to Starbucks

For those of you who live under a rock, or are still catching up to Season 8, after Sunday’s night episode of “Game of Thrones” fans noticed a Starbucks cup in a scene. The buzz around the Starbucks cup left in the scene is worth more than $1 million in free publicity.

Stacy Jones, CEO of Hollywood Branded, which specializes in product placement and other entertainment marketing campaigns, told MarketWatch that HBO doesn’t accept pay for product placement in its shows because customers are subscribing to an ad-free experience in signing up for the premium cable network. But, if it did, and if “Thrones” took place in a contemporary setting where it made sense to slip in a Starbucks reference, then intentionally placing that cup in front of Daenerys would cost $250,000 in product-placement fees.

“We’re saying this is a Super Bowl–sized television series. We’re comparing this to a ‘Transformer’ franchise, and ‘Transformer’s’ deals of this type are around $250,000 to $1 million,” Jones explained.

This cup wouldn’t get max billing because it’s not clearly a Starbucks cup, and neither Dany nor any of the main characters are seen using it. But the publicity value is another story. “The PR value on this is well over $1 million in word-of-mouth and how people are actually engaging — look at all of the memes that are being created,” Jones said. “It doesn’t even matter whether the brand on that cup is Starbucks or not, because so many people think that it is, and hundreds of thousands of people are already commenting on it, circling [the cup] in the scene [in their screen-capture images], and calling it out. I would say the value for Starbucks on this scale is well into the millions, plural, of dollars.”

Eric Smallwood, president Apex Marketing Group Inc., who specializes in advertising and branding services, valued the cup at more than $11.6 million.

Source: https://www.marketwatch.com/story/that-game-of-thrones-coffee-cup-is-worth-at-least-250000-in-product-placement-for-starbucks-2019-05-06

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