Screen Shot 2014-01-10 at 12.45.11 PMDirector of “Scatter My Ashes at Bergdorf’s” Matthew Miele is making a documentary on Tiffany & Co. founder Charles Lewis Tiffany. The brand has fully authorized the film, which will look at how Tiffany transformed a small stationary shop into a global jewelry brand. New York-based Cinetic Media is releasing the film.

Set to hit screens in Spring 2015, the documentary is one the brand’s many partnerships with cinema. Topping 80 brands in our inaugural Digital IQ Index: Watches & Jewelry, Tiffany & Co. had one the most visible movie product placements in Baz Luhrmann’s remake of The Great Gatsby. Leading up to the movie release, the Fifth Avenue flagship store put up elaborate art deco window displays. Three weeks before the release, Tiffany & Co. debuted its Ziegfeld Collection at the film at its signature Blue Book Ball. The brand simultaneously ran digital ads on the New York Times site for the Ziegfeld Collection.

Behind the scenes making of the film made up a large part of the campaign. Tiffany & Co.’s Instagram account snapped behind the scenes pictures of making the film. A video interview with Luhrmann had 100,000 views. Traffic to the Tiffany & Co. website increased 32% in May, the month of the movie release.

Tiffany & Co.’s product placement campaign shows the vast possibilities of such partnerships in a digital age. It will be interesting to see how the brand will expand its presence in Miele’s documentary to beyond the screen.

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