Everything about Branded Content totally explained
Branded Content, also known as
Branded entertainment and
Product placement, 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. Branded content, 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
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.
At the forefront of branded content media are the London based company COAST who have been supplying branded content for such prestigious clients as Canon, Toyota, Johnnie Walker, HSBC, Visit Scotland, Pilsner Urquell etc for the last six years.
Further Information
Get more info on 'Branded Content'.
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