Subliminal advertising for in-flight games to be auctioned

Auction Catalog.JPG

Oh now this is a novel idea. In-flight gaming software specialist DTI Software has partnered with brand integration firm Brand in Entertainment (BiE) to give advertisers the opportunity to bid on subliminal advertising packages that will be integrated into a number of existing video games featured on hundreds of aircraft worldwide.

The so-called ‘Inaugural Integration Auction, Scatter Categories 2010′ event, to be held at Christie’s auction house in New York City on 20 January, will feature a DTI station that will offer silent auction items in two categories – games of skill and military.

Additionally, DTI will put forth brand integration spots in combination with larger media packages in the areas of automotive, sports, alcohol and food.

Says BiE CEO Rolfe Auerbach: “Our collaboration with DTI Software allows us to offer our auction audience complete and far reaching integrations. Partnering with the leader in the in-flight entertainment industry further solidifies our ability to deliver integration opportunities that will produce quality brand visibility.”

Perhaps the most important quote is found on BiE’s own web site, however.

From the Phoenix New Times:

“The Phoenix New Times reports on a new study today that has found that subliminal advertising through product placement in movies is becoming more effective than ever. The Arizona State University study says there is a correlation between a product successfully placed in a feature film and the product maker’s stock price. The Department of Research and Economic Affairs at Arizona State University commissioned the study by Michael Wiles, an assistant professor of marketing at ASU. Wiles says companies have taken notice of the boost in share price once a product is successfully placed and are increasing spending on strategic product placement.”

In-flight gaming auction.JPGFor a preview of the BiE auction catalog or for more information on BiE, visit You’ll see that the in-flight gaming packages are being auctioned as LOT #400, but that other details are not yet offered for this particular silent auction.

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One Response to Subliminal advertising for in-flight games to be auctioned

  1. J Lawley January 6, 2010 at 1:54 am #

    Surely DTI’s airline customers will have something to say about advertising (subliminal or otherwise) incorporated into their onboard games?

    Branding and public image are key to the success of any airline. Whilst they might find the possibility for subsidised/free games or even revenue generation enticing they will not risk tarnishing their brand.

    Several key airlines in the Middle East are (either directly or indirectly via their IFE vendor) DTI customers, they will want full control over which companies advertise on their aircraft.
    The article mentions alcohol as one of the brand integration packages. Can you imagine Saudi Arabian Airlines allowing games sponsored by Johnny Walker (for example) when they won’t even allow the use of ‘whiskey’ in the NATO phonetic alpahbet (they use Washington instead)

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