Branded entertainment
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Branded Entertainment, also known as Branded content or Advertainment, is the combination of an audio-visual program (TV, radio, podcast, etc.) and a brand. It can be initiated either by the brand or by the broadcaster. The purpose of a branded entertainment program is to give the opportunity for brands to promote their brand image to their target audience by creating positive links between the brand and the program in the viewers.
Anything you do outside of work, money spent on activities outside "necessary" is entertainment. When you have internet access from home, but you go to the local coffee/internet cafe to surf the web, that's branded entertainment. People don't go to starbucks and sit for 2 hrs just to drink coffee, they go to starbucks to enjoy the jazz, the people, and the coffee. Branded Entertainment is the "sexy" new approach to connecting with your consumer-- "Two decades ago there was a fear that TV commercials would be less relevant as VCRs became ubiquitous. Today, right now, the issue is the fact, not the fear," (Sutton, R., Zack, B. Best Practices in Branded Entertainment, ANA 2007).
According to a recent #REDIRECT Association of National Advertisers survey on branded entertainment, (survey respondents are marketers and members of the ANA)
80 percent agree B.E provides for alignment of brand with relevant content
72 percent believe B.E. has the ability to make stronger emotional connections with the consumer
72 percent believe B.E. builds brand affinity with a desired target group/demographic
55 percent say B.E. is effective in avoidance of traditional consumer clutter
48 percent says B.E. provides for protection from increased consumer control due to new technologies, i.e. TiVo
10 percent thinks B.E. is a trendy, sexy, communication tool
A recent study by PQ Media http://www.pqmedia.com, a custom media research company, showed that over 50 billion dollars was spent on Branded Entertainment in 2006.
The difference between plain old product placement and branded entertainment are the people behind the projects. If done incorrectly, "branded entertainment" becomes annoying, balatant product placement. But, if executed correctly, branded entertainment can be the most powerful tool in adverstising. Producers must emphasize and understand the balance between entertainment and brand. first, obviously, the brand and the type of entertainment has to match. entertainment ranges from podcasts to visitor centers and sometimes theme park rides. it has to designed in a way that attracts the consumer, not some giant logo in the corner of your TV while you're trying to watch a show.
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[edit] History and Purpose
Branded entertainment started with the advent of television in the 1950's, and many programs were sponsored and tied to one specific sponsor, like the early "soap operas". As advertisers began to shift to thirty second commercials, the practice began to fade until the late 1990's. Today they have become the way for advertisers to let their messages come across in a "not so commercial" way, e.g. product placement or Advertiser Funded Programming. The recent increase in branded entertainment is one of the consequences of the fragmentation of media and the decline in the power of the traditional 30-second TV spot. Traditional forms of advertising have become less and less effective in reaching consumers fragmented over hundreds of channels and with the introduction of new methods of delivering programming, such as internet streaming and digital video recording devices such as TiVo. Advertisers are going back to the branded entertainment methods of the early television industry to increase the exposure their advertising gets and to create stronger ties between the program and their product.
Branded Entertainment is not simply product advertising or product placement - branded entertainment is a piece of entertainment that perfectly aligns with the brand attributes, and is a reflection of the advertiser's brand personality. A piece of branded entertainment for Jack Daniels, for example, doesn't need to feature a bottle of Jack Daniels it merely has to fit within the entertainment preferences of its audience, to stick the experience of the entertainment to the brand, then it could be distributed on the Jack Daniels site - making it branded entertainment.
On a larger scale , the movie industry have embraced this new medium whole heartedly , most recently with movies such as "Transformers".This has proven to be very well thought out effective Brand Integration.There is a new company based in the UK / USA who are spearheading this new business model. Branded Entertainment Ltd. ( http://www.brandedent.com ) have secured parnerships with some of the largest global entertainment companies as well as with the Brands.Their motto being "We will deliver Branded screen minutes verus product placed seconds"The balance and understanding needed to effectively translate this model takes very careful planning, and should be not be treated as another marketing fad. Branded Entertainment is here to stay.
There's a company called The Sheppard in LA that was started a few years ago that produces branded entertainment in all its different mediums. It was started by the COO of a marketing agency that was ranked number 6 in the nation in 2005. If you go on their website: http://www.thesheppard.com , you'll see great examples of branded entertainment. Their work, especially live events, are inclusive, their audience seeks out the events and in some cases even pay ticket prices.
That's good brand entertainment, when people pay to enjoy the brand experience.
[edit] Advertiser Funded Branded Entertainment
A example of true branded entertainment is "City Hunters", an animated TV series for AXE Body Spray. The series premiered throughout Latin America on October 2006 on the FOX network. It was co-produced by Unilever for the AXE brand. It is a male-targeted series that integrates the AXE brand into the storyline. The animated series follows the antics of an aging Casanova, Dr. Lynch, and Axel (a reference to AXE), the young man Doctor is training in the art of seducing women. The series was created by Catmandu Branded Entertainment, a branded entertainment firm in Buenos Aires, Argentina. The characters were developed by Italian illustrator Milo Manara. The series, also has an on-line component: http://www.cityhunters.tv/ar.
Hottest Mom in America, a reality television series that auditions American women vying for the title of "Hottest Mom", is one of the first entries by a pharmaceutical company into Branded Entertainment. The show from Buzznation studios is backed by a single sponsor Medicis Pharmaceutical, the makers of the Restylane cosmetic injection treatment.
[edit] Product Placement in Branded Entertainment
The most common way to integrate brands into programming is by using product placement. Instead of simply using a product as a prop or background filler, the product will be woven into the plot or dialogue of the program. For this reason, the term brand integration is more commonly used. The objective is to create a link in the viewer between the program and their product. This is also a guaranteed way for their advertising to be seen, no matter what method the viewer chooses to watch the program in.
Office products retailer Staples and its entertainment marketing agency Davie Brown Entertainment worked with the producers of NBC's popular show "The Office" to integrate the MailMate shredder into the theme of the November 16, 2006, episode. Amid impending layoffs, one of the show’s key characters showcases his value to the company through his role as a “master shredder,” using his newest tool: The MailMate shredder from Staples.
In Portugal, the global home improvement retailer Leroy Merlin has been working since 2005 with Briskman Entertainment, the producers of SIC Mulher´s popular TV make-over show "Querido, mudei a casa!" to integrate their wide range of product in the renovation projects. In just 2 years, sales of Leroy Merlin, rose by 72%, and the brand boosted across Portugal becoming leader in its segment.
David Goetzel, a media and marketing writer for Media Daily News, described the integration as follows:
In the Nov. 16 episode, the character Kevin, a low-key but mischievous accountant at paper company Dunder-Mifflin, somewhat morosely says how little responsibility he has on the job. But, he adds: “They do let me shred the company documents, and that is really all I need.” He then ferociously begins using the MailMate – Staples says it offers “ferocious shredding power for identity theft protection” – while speaking to the audience at the same time (”The Office” is done in faux documentary fashion, where the characters often speak to the camera as if they’re being interviewed by a journalist.) Barely able to restrain himself, Kevin (played by Brian Baumgartner) says: “This thing is so awesome! It will shred anything!” On the show, the whole scene is funny and effective–and it fits in organically. After Kevin has shown the machine’s practical benefits, in keeping with the wonderfully twisted humor of “The Office,” he drops salad leaves into the MailMate. Then, he pulls out the bottom refuse bin which has a full salad ready to eat. After pouring on dressing, a coworker enters and asks, “Where’d you get that salad?” “Staples,” he says.
Several companies have emerged that are making the connection between programming and advertisers for branded entertainment more accessible.
[edit] Sources
- Online article on Variety.com [3]
- City Hunters Official Website [4]
- Hollywood Reporter article on Brand Integration [5]
- Neilsen Study on awareness of brand integration and 30 second spots - Study Summary
