Celebrity Seeding: The New Product Placement? • Read More About HMG

HOLLYWOOD: As part of an "influencer" campaign it created for Sony Electronics, The Hollywood-Madison Group (HMG) placed the new Sony CD Mavica digital camera with fifteen top stars.

FREEDOM: A STORY IN PICTURES was a unique public relations effort designed to demonstrate the ease of CD photography. Each celebrity was asked to take a picture of what Freedom means to them [see the pictures here].

The photographs (framed with an autographed Picture CD and description) were offered for sale on eBay as part of Wired magazine’s annual charity auction and put on display at a star-studded live event on November 12th, 2002, in Los Angeles. The auction benefited Steven Spielberg's children charity, The Starbright Foundation.

In addition to Mr. McCormack, Ms. Milano and Mr. Hopper, celebrity participants included: Fran Drescher; Hector Elizondo; David James Elliott; Mark Fueurstein; Whoopi Goldberg; Mary Hart; Lauren Hutton, Val Kilmer; Carl Lewis; Marlee Matlin; Kenny Rogers; and astronaut Buzz Aldrin.

Entitling it “The Cost of Freedom,” Mr. Rogers writes of his photo: “Recently I visited Liberty Park so that I might feel for myself the impact of 9/11 on the New York City skyline. There was no one else around – just this man and his thoughts. It really made me realize Freedom is not cheap … Freedom is not guaranteed.”

Eric McCormack, star of “Will & Grace,” submitted a beautiful photo of his wife and newborn baby; Alyssa Milano, a multiple-exposure featuring the major religious symbols; and Mark Fueurstein (“Good Morning Miami”), a poignant study of Holocaust survivors. “J.A.G.” star David James Elliott’s photo of a military cemetery earned the highest bid of the photos at auction ($3,050.00).

The FREEDOM Photos ranged from abstract to philosophical to humorous, yet all were poignant and personal works of photographic art. “This program demonstrates how several corporations and personalities can work together to create a powerful campaign that is both worthwhile and fun,” said Steve Haber, senior vice president of Sony Electronics’ Digital Imaging Product Division. “It began as an unassuming way to promote the ease of our CD Mavica cameras, but has evolved into a compelling testimony of freedom and compassion by some of today’s most admired public figures.”

Hosted by DreamWorks head Walter Parkes, and Wired editor-in-chief Chris Anderson, the event was attended by 300 VIPs, including many of the participating celebrities. Surrounded by the latest electronics and gadgets, guests bid on more than 150 items at online kiosks located at the event. The evening concluded with a live auction of the five most unique items, including a fly-fishing trip to Telluride with Gen. Norman Schwarzkopf.

The Hollywood-Madison Group struck the partnership with Wired, eBay and Starbright and secured the promotional rights for Sony to use the photographs, likenesses, quotes and opinions of the celebrities for a period of one year.

The leading recruiter of celebrities for advertising, marketing and public relations campaigns, HMG specializes in celebrity endorsements, personal appearances and Celebrity Product Placement. 

For more information, please contact: Jonathan Holiff, (818) 762-8008 Ext. 200

http://www.Hollywood-Madison.com