HONG KONG, CHINA: Martin Lindstrom this time focuses on the new generation of product placement at it takes place om the internet in China, where youngsters spend more time on the net than on watching TV. In the succesful net-series “Lucys diary” the consumers are participating in deciding what Lucy is going to do every dag, and in this case the brand Clinique from Estée Lauder has a leading role. The story is tailored to the brand, and in that way linked to the audience as well. He underlines that the brand is taking the lead – the product is in the center and the show is designed around it. If the brand makes sense in context to the story, the connection to the interactive consumers is allready made. This is how the future of brand-building is materializing: through a net-show where show and brand establish a relation to the consumer. He predicts that more of these interactive shows is to come in the near future, containing this much more smart product placement standard. Just wait and see……