 Other companies attempted to replicate Hershey's brand-placement success to increase awareness of their brands and generate sales.FedEx gained exceptional brand placement in the 2000 Tom Hanks film "Castaway," and in an unusual arrangement paid nothing for the exposure.The plot involves a fatal crash of FedEx planes, and the company agreed to that negative exposure in return for significant brand presence, even provided filming locations at its package sorting hubs in Memphis, Los Angeles and Moscow, as well as airplanes, trucks, uniforms and logistical support.