When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise

Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create imaginary world, conquering large audiences a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into opportunity for brands reach consumers world where technological devices have changed how they absorb advertisements. In this context, we propose longitudinal analysis brand placements five launched under label from 2007 2017. A 65-hours passive observation movies’ content identified several insertions, most frequent brands, product categories each film, classifying data according placement type, prominence, congruency, category criteria. films revealed that constitutes effective strategy once its use showed be consistent over years. Congruency was relevant factor communication time, helping familiarize themselves with associate story, enhance recall. This indicates successful integration film components, resulting adequate promoting benefits companies, cinematographic industry.