E!'s 'Kendra' Elevates Dave & Buster's One-Off to Starring Role
NEW YORK (AdAge.com) -- In the new TV economy, what starts out as simple product placement can turn into a larger-scale ad buy between a brand and a network or even turn an advertiser into a defibrillator for a dying show. In the case of E! Entertainment's "Kendra," what started out as a one-off integration for sponsor Dave & Buster's turned into an endorsement by the show's star and an off-channel marketing partnership.