Does a new mobile reality show hold the key to the future of product placement?

Does a new mobile reality show hold the key to the future of product placement? Verizon’s Go90's The Runner is reportedly allowing brands to naturally fit into the storyline without distracting viewers. The interactive series allows viewers to assist teams of “chasers” to catch a “runner” using social media, and has so far featured participants driving Fords and wearing Under Armour. Droga5, the ad agency involved with the show, sees opportunities for more integrations because “the show…happens in the real world. And in that real word, brands exist and have a part to play.” (Fast Company)