Connecting real products to fictional worlds is a good way to get consumers talking about a product, Andy Sernovitz writes. He notes as examples the Dunder Mifflin line of paper products from Quill that capitalizes on the popularity of the hit television show "The Office" and a rendering of a fantastical 42-wheel BMW vehicle the company posted to its Facebook page after an uncle posted online about the specs of his 4-year-old nephew's BMW dream car.

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