NBC Universal has begun to implement storylines intended to influence viewers to adopt actions they see modeled in their favorite shows.

Many of us in the creative world know well the practice of product placement–the intended peripheral marketing technique that embeds branded goods and services into regular broadcasts and programming.

The Wall Street Journal reports that NBC, lead by its parent company, General Electric, have begun a new process of “behavior placement,” which integrates actions into show scripts they want their viewers to adopt.

WSJ explains:

“In just one week on NBC, the detectives on “Law and Order” investigated a cash-for-clunkers scam, a nurse on “Mercy” organized a group bike ride, Al Gore made a guest appearance on “30 Rock,” and “The Office” turned Dwight Schrute into a cape-wearing superhero obsessed with recycling.

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