The only part of the American Music Awards I happened to catch was J.Lo's performance. My first thought was "How is she still so freakin' hot?" followed closely by "Wait, is that a car in the background?" And it was. Apparently  J.Lo  brought her ad campaign with Fiat to the AMAs. I wondered how much featuring a car as her new back up dancer could have netted her. Turns out I'm not the only inquiring mind.

Ask, and E! News answers:

Lopez, who earns a reported $25 million a year, could easily have commanded a seven figure sum, says Amy Tunick president of Alliance, the entertainment marketing division of Grey New York. 

Marketing experts are calling this sort of thing a "fully intergrated campaign", where stars and the brands they promote work closely together to time their projects and campaign rollouts to coincide.

And, were likely to see more of it, according to E! News source, Sandra Carreon-John, senior vice president of M&C Saatchi PR:

For brands, it's getting tougher and tougher to cut through the clutter, especially with an increasing number of viewers doing the DVR thing. You're going to see more and more brands doing integrations with shows.

What do you think-- did having the car on stage take away at all from J.Lo's performance?