Branded content ( branded content, branded content ) - an advertising technique, the mutual integration of the brand and entertainment (/ information) material , in which the advertising sign is not obvious, and thus the traditional boundaries that define the categories of “ advertising ” and “ entertainment ” are blurred. The branded material combines the concepts of “advertising” and “entertainment” into a single one and is presented as entertaining content with a high share of high-quality sponsorship performance.
Branded content (branded entertainment), in contrast to traditional entertainment material (/ infotainment), is fully or largely financed by the brand / corporation .
Content
Technology
Branded content - a relatively young advertising technology, first designated as independent in 2001 by the release of the film project “ The Hire ”, a series of 8 short films created by world famous directors (John John Frankenheimer, Ang Lee , Wong Karwai , Guy Ritchie , Alejandro González Iñárritu , John Woo , Joe Carnahan, and Tony Scott ) starring Clive Owen and attracting world-famous movie stars such as Mickey Rourke , Madonna , James Brown , Gary Oldman , Marilyn Manson . The film was shot specifically with BMW for distribution on the Internet and on DVD . As a form of branded content, each of the 8 series of the project demonstrates the features and advantages of BMW cars, logically and concisely linking the brand presence to the plot of each series.
Branded content, as well as entertaining, is designed to educate and entertain the viewer, while at the same time unobtrusively attracting his attention to the presented brand. In the most successful examples of branding of entertainment content, the key advertising message is as if dissolved in the content itself in the most light and organic manner, while bringing the necessary information about the brand to the consumer.
This technology allows you to brand entertainment products in such areas as cinema , music , games , interactive , as well as special events through tools such as sponsorship , product placement , creation of original content , live performances ( concerts , special events ), life placement, interactive campaigns , integration into video games , etc.
Branded Internet Content
The relevance of branded-content projects in Internet marketing is dictated by the inefficiency of traditional advertising formats that no longer capture the attention of the audience (the effect of “banner blindness”). Unlike ATL, where content is based on brand message promotion and product placement, when a brand is “embedded” in content, branded content is created both for the audience and for the brand to be present at the intersection of their interests.
Examples of branded content on the Internet:
- videos
- blogs
- flash games
- multicontent projects
Unlike grocery sites, content projects provoke an audience to repeat visits and disseminate information about the site.
Branded content examples in Russia
- "New Year's tariff" (brand: MTS)
- Experiment X (Brand: Xperia X1 by Sony Ericsson )
- The Stars on Ice Project, Channel One (brand: Vitek)
See also
- Product placement
- The hire
- Brandworks
Bibliography
- Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business, Jean-Marc Lehu
- “Madison And Vine: Why the Entertainment and Advertising Industries Must Converge to Survive”, Scott Donaton
- Entertainment Marketing & Communication: Selling Branded Performance, People, and Places Shay Sayre