A couple of weeks ago, I read an article on MediaPost Video Insider that talked about branded entertainment. According to Dave Jackson, the author of this article “The advertising model, as practiced for the last hundred years or so, has been one based on interruption… However, marketers have also begun In a shift in tactics, applying their resources to create content to get their message across.” A number of companies are now including branded entertainment into their promotional mixes. Borders, for example, launched Borders Live at 01, an online channel that educates and entertains site visitors while building brand awareness and showcasing products. Post Grape Nuts is sponsoring a 50-episode Web series “The Guy’s Manual” that offer advice to men on topics ranging from how to get a date to how to take your fiancée’s poodle for a morning jog. Geico joined in by launching a series of YouTube videos featuring ‘talking’ kittens, famous gecko and YouTube celebrity Numa Numa Guy. Finally, yesterday Turner Sports launched the original Web series “Off Track with Tony Stewart.”
Why is branded entertainment becoming increasingly popular? Branded entertainment promotes deep brand engagement and builds strong relationships with customers that extend beyond a product. It opens a world of new opportunities to production studios, advertising agencies and marketing firms. And as the industry moves forward, we’ll see more and more companies successfully executing branded entertainment campaigns.
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