Branded Content Information
Advertainment is a relatively new form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. Branded content is essentially a fusion of the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality. Advertainment, unlike conventional forms of entertainment content, is generally funded entirely by a brand or corporation rather than, for example, a Movie studio or a group of producers. However, it can be argued that this is just a new name for the same type of marketing that was pioneered by soap manufacturers in the early days of radio and television with the soap opera.
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The technique
The notion of an advertiser or company producing something engaging for the consumer in order to sell more product has been around for decades. The term branded content, however, really took hold as a new marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs. It featured a series of short films by Hollywood "A-List" directors, with the BMW car as the real star of the action.
The popularity of these films spurred other marketers to create films, music, games, interactive content and real-life events. This content merely exists to entertain and educate the consumer, keeping their attention long enough to market a product or service. The most successful branded content programs are able to blend the advertising message in a seamless and transparent fashion, while still getting the information across to the consumer.
The increasing demand for brand integrated entertainment in Britain has also led to TV executives co-developing programme content from an early stage.
Branded entertainment is used in events and installations, film, gaming, music, online, and television. Branded content is awarded annually in February at a gala event where Madison Avenue joins Hollywood in Los Angeles for One Show Entertainment.
Example
In 2009 Frantic Branded Content, out of Winnipeg, Canada partnered with ad agency TAXI and commercial production company Soft Citizen, to produce the branded entertainment television property 'Commercial Break'. In this commercial directing reality program, the advertising and the advertising business is the content.
See also
- Branded entertainment
- Integrated media
- Reality marketing
- Permission marketing
- Experiential marketing
- Popeye Very early example.
- The Hire
- As the Cookie Crumbles
- Naomi Klein, No Logo
- No. 5 The Film
- Fat Actress
- The Smart Show
References
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Categories: Brand management
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