Bell Media’s Epic Star Wars Integration Harder To Escape Than Boba Fett

December 17, 2015 Ben Myers

bell-media-star-warsThis month’s Star Wars: The Force Awakens release has pushed the boundaries of product integration. When you see a stormtrooper on your box of cereal, or kids’ sneakers or Gmail, you have to ask yourself: Is the movie selling the product, or is the product pushing the movie? The answer to this chicken-egg scenario is […]

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