We are way past the time that an artist working with a brand would be labeled as having sold out. Brands can now legitimately and comfortably sit in the ecosystem of the entertainment landscape.
But the second and second commercial format is and will continue to be a powerful medium in which to entertain. There seems to be little stability in that role, to be able to innovate and take some risks creating branded entertainment projects.
Strong entertainment properties, good longer-form storytelling, take time, knowhow, and investment to produce. That said, branded entertainment is happening, almost organically. And clients are more comfortable talking about it and wanting it. Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively. Maybe we can come up with a better description in time. Our experience in producing entertainment for brands is pretty wide at this point but the bulk of it is TV commercials.
The best examples of which are the spots that have some ambition, charm and story to them. Last year's Apple spot The Underdogs with director Mark Molloy feels like a perfect example of what we are trying to describe.
It was a Skittles alternative to running a Super Bowl ad. They put the media dollars saved towards diving in fully and committing to producing a musical. The show was only scheduled to run for a night but made a very big splash and honestly was one of the best shows to open on Broadway in years. We could draw on our past Broadway experience to, I hope, give the agency and client some confidence in the process, and whilst it was all a bit of a scramble, it really was a very gratifying team effort and experience.
The lesson to be taken from it is everything we make should be entertaining. Otherwise, you're lying to yourself. GS: Was it very different from producing commercials? Does branded entertainment require a different kind of skill set? What advice can you give any clients or execs looking to create things in this space? PJMS: Well to start with, I think that commercials producers are well placed to produce branded entertainment when the idea is right.
We generally understand how to create unique pieces of entertainment and are used to juggling the complex needs of clients. The process often feels as much about protecting as creating. I don't think brands need to hide the fact that they are paying for the piece. I think that should be embraced fully. No one needs to know that the protagonist has a can of Pepsi every three hours. Less is definitely more. I think this will come with more confidence in time.
Nothing makes something less entertaining than a feeling of it being disingenuous or heavy-handed. Against a crowded field of content, anything funded by a brand has to be entertaining. It has to match the ideas, production values and artistry of the wealth of programming that audiences are now able to watch. The number one rule here is to be honest with yourself.
How do you feel about watching branded entertainment? If you know something is funded by a brand, are you happy to tune in?
Any brand funded projects that stand out for you? As long it was engaging and entertaining. Disney is a brand. The entire movie was focused on one brand, brought to life with clever animation and innuendo. From a marketing standpoint, the intersection between parents who were once Lego users and children who might be or could be was brilliant.
It was merely a vehicle by which to communicate a pressing message with a broader audience. The vehicles Nascar drivers use are essentially moving billboards. Brands who partner with Nascar are part of the entertainment during every race. Beyond this, Nascar opened an L. The resulting video had close to million views and became the most-watched branded content in An AdWeek article from posited that brands can no longer simply make content; they need to be entertainment.
So, although branded content is used frequently in place of brand entertainment, it is perhaps becoming a misnomer. With crossovers between almost every industry, the possibilities are endless for brands. From the beginning, you have focused on the memories and connections ice cream makes. When you hear Netflix is launching a new reunion series where participants meet in a neutral location, you jump at the chance. What is a sweeter place to reunite than an ice cream shop?
And what says more about connections? You may have an established audience and already know the channels they frequent. But what if you could reach your audience and then some?
As in The Lego Movie example, which appealed to adults and their children, branded entertainment could expand your reach.
Going back to the ice cream shop example, if you land the Netflix gig, you might then turn to a micro-influencer who blogs about lifestyle and food-related content, or to someone who was featured on the show to share how your shop helped them connect. For brands, establishing and growing trust should be a top priority. Much of this benefit has to do with the type of branded content you choose. For instance, the ice cream shop should probably not choose to be part of a horror movie or a heavy-metal band sing-off.
The inauthenticity would certainly be noticeable. Users seek out brands that are consistent, but that can also excite them.
Perhaps one of the biggest reasons for your brand to pursue branded entertainment is the fact that consumers are carrying around dynamic sources of entertainment in their pocket, i. The access is immediate, and the opportunities are countless.
Take the example of The Wizarding World of Harry Potter: this Universal Studios theme park immerses fans in the iconic settings of the beloved book and movie series. Theme park visitors get the chance to explore Hogwarts castle and wander the wizarding shops of Diagon Alley and Hogsmeade, following in the footsteps of their favorite characters.
Fans flock to these attractions, eagerly engaging with the brand on-site. Their enthusiasm for the interactive experience reinforces their affinity for the brand and turns them into brand ambassadors. Our experiential media programs connect influencers and lifestyle journalists with unforgettable brand experiences in settings that are both true to those brands and unforgettable for those who attend.
Get in touch to see how you can tap into our House programs, PR activations, and digital marketing programs. What Is Branded Entertainment? Experiential Branded Entertainment Beyond digital content, you can translate the marketing concept of branded entertainment into real-life experiences too.
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