Table of Contents
Introduction to Branded Entertainment
Branded entertainment has become increasingly popular in recent years, presenting a new and exciting way for brands to tell stories, engage with their audience, and draw in potential new customers. But what exactly is a branded entertainment, and how can it be used to benefit a business? This guide will introduce branded entertainment and discuss how it can be utilized in marketing.
Definition of Branded Entertainment
Branded Entertainment integrates brand messaging into entertainment content, such as movies, TV shows, music, video games, and online content, to enhance the consumer’s experience and strengthen the brand’s emotional connection.
Brands use branded entertainment as a marketing tool to engage with their target audience in a non-intrusive way by creating content that consumers enjoy and want to share while subtly incorporating their brand values, products, or services. Branded entertainment benefits brands by increasing brand awareness, loyalty, credibility, and ROI.
Unlike traditional advertising, branded entertainment relies on storytelling, creativity, and authenticity to create a lasting impression in the consumer’s mind. Branded entertainment can come in various forms, such as:
- Brand mentions,
- Product placement,
- Brand-funded content, and
- Sponsorships.
History of Branded Entertainment
Branded entertainment, as an industry, is a relatively recent development, tracing its history back to the early days of radio and television advertising. The first-ever branded entertainment content dates back to the 1930s when soap manufacturers sponsored daytime drama serials on American radio, dubbed “Soap operas.” The 1940s marked the beginning of brand advertising on TV, and over the years, the product placement trend in movies and TV shows became increasingly popular.
The 1990s saw a renewed interest in branded entertainment with campaigns like Reese’s Pieces appearing in the movie ET, then came the digital age. The rise of social media and streaming services has given the industry a new lease on life. Today, brands create and distribute content, using influencers and brand ambassadors to engage with their audiences on social media platforms, in-store, and websites.
Branded entertainment is now a multi-billion dollar industry proliferating daily.
Examples of Successful Branded Entertainment Campaigns
Branded entertainment is a powerful marketing strategy that creates engaging, valuable, entertaining content promoting a brand or product. Here are some of the most successful branded entertainment campaigns in recent years:
- Lego Movie: This animated film was a box-office hit and a massive marketing success for Lego. Lego increased revenue and brand awareness by creating a movie celebrating its brand and products.
- Coca-Cola: Coca-Cola is a pioneer in branded entertainment, having produced a range of successful campaigns over the years. One example is the Share a Coke campaign, which involved personalizing Coke bottles with popular names and encouraging consumers to share them with friends and family.
- Red Bull: Red Bull is known for its high-energy branding and impressive branded entertainment campaign range. One standout example is the Stratos Jump, which involved a skydive from space and generated massive publicity and brand awareness for Red Bull.
Branded entertainment effectively creates a lasting impression on consumers, builds brand loyalty, and generates valuable content that can be used across multiple channels.
Benefits of Branded Entertainment
Branded entertainment refers to using entertainment as a marketing tool to increase brand recognition and engagement. Branded entertainment can come in various forms: videos, articles, audio, games, and more. It can be used to tell stories, drive engagement and create a connection between consumers and brands.
In this guide, we will explore the benefits of branded entertainment and how it can help marketers achieve their goals.
Increased Brand Awareness
Branded entertainment is a powerful tool for increasing brand awareness and creating a lasting impression on your target audience. Here are some key benefits of incorporating branded entertainment in your marketing strategy:
- Increased engagement: Branded entertainment is more engaging than traditional marketing strategies as it provides a fun and memorable experience for the audience.
- Increased social media exposure: Branded entertainment is easily shareable on social media, resulting in increased exposure and potential for viral marketing.
- Increased brand affinity: Branded entertainment helps to build an emotional connection between the audience and the brand, resulting in increased brand loyalty.
- Increased ROI: Branded entertainment can improve sales and revenue, resulting in a higher return on investment.
Incorporating branded entertainment into your marketing strategy can create a lasting impression on your target audience, increase brand awareness, and drive sales.
Higher Consumer Engagement
Branded entertainment, when done correctly, can lead to higher consumer engagement and a stronger brand presence. By creating content that aligns with your brand values and resonates with your target audience, you can benefit from several advantages that traditional advertising can’t match.
Some of the benefits of branded entertainment are:
- Increased reach and exposure as branded entertainment can be shared on social media and other online platforms.
- Improved brand recall as consumers are more likely to remember content they enjoyed watching or reading than traditional advertisements.
- Greater brand affinity as consumers associate positive emotions and experiences with your brand through the content you create.
- Enhanced credibility as consumers is more likely to trust recommendations and information coming from sources they trust and enjoy.
By leveraging the power of branded entertainment, you can capture the attention and loyalty of your target audience and stay ahead of the competition.
Creation of Long-lasting Consumer Relationships
Long-lasting consumer relationships can be created with the help of branded entertainment, which has become a popular marketing strategy for many companies. Here are some benefits of using branded entertainment as a marketing tool:
- Increased brand recognition: Branded entertainment allows companies to showcase their products or services naturally and entertainingly, which helps to increase brand recognition among potential customers.
- Better engagement: Branded entertainment captures the attention and interest of consumers, leading to better engagement and interaction with the brand.
- Enhanced brand loyalty: By providing customers with enjoyable entertainment, companies can build a stronger emotional connection with them, leading to enhanced brand loyalty and increased sales.
- Extended reach: Through social sharing and word of mouth, branded entertainment can reach a wider audience, increasing visibility and brand awareness.
Pro tip: To get the most out of branded entertainment, make sure it aligns with your brand values and resonates with your target audience.
Types of Branded Entertainment
Branded Entertainment comes in various forms, from product placement to viral video campaigns. With the right strategy and proper execution, it can bring remarkable success to any brand. Here, we will explore the different types of branded entertainment and the advantages of each.
Product Placement in TV shows and movies
Product placement in TV shows and movies has been around for decades and is a popular marketing strategy for brands to reach a wider audience. Branded entertainment, as it’s known, can take on many different forms in TV shows and movies, including:
- Integration: The product or brand becomes an integral part of the storyline, and the brand or logo is prominently displayed.
- Visual Placement: The brand or product is shown on screen in the background, such as in a scene with a grocery store.
- Verbal Placement: A character mentions the brand or product by name during a conversation in a natural way.
- Audio Placement: The brand’s jingle or sound effect is incorporated into the background music or sound effects.
- Cross-promotions: The brand or product is promoted through a partnership or joint marketing campaign with the TV show or movie.
Pro Tip: While branded entertainment can be an effective marketing tool, it’s essential for the integration to feel organic and not forced. Otherwise, it can come across as inauthentic and turn off viewers.
Branded Web Series and Podcasts
Branded web series and podcasts are two popular types of entertainment that allow companies to create engaging content around their brand, products, or services.
Branded web series: This type of branded entertainment involves producing webisodes or full series centered around a brand’s values, products, or services. The content is typically hosted on the company’s website or social media channels, ranging from scripted dramas to real-life documentaries. Branded web series offer a longer-form way for brands to tell their story and engage with their audience authentically.
Branded podcasts are audio series that revolve around a brand, industry, or topic relevant to the company’s business. They can be hosted by a company spokesperson or an industry expert and explore various aspects of the brand, providing insights and news related to the industry. Branded podcasts allow brands to connect with their audience intimately and personally while offering relevant and educational content.
Both branded web series and podcasts have become increasingly popular in recent years, providing a new way for brands to reach and engage with their target audience.
Sponsorship of Events and Activities
Sponsoring events and activities are a popular way of advertising and promoting your brand today. One effective way is through branded entertainment, which provides a unique and engaging experience for the audience while promoting your brand. Here are some types of branded entertainment that you can use to sponsor events and activities:
- Product Placement – Subtly incorporate your brand’s product or service in the entertainment content.
- Event Sponsorship – Support an event by providing resources and funding and benefitting from the association with the event.
- Experiential Marketing – Create a branded experience for the audience, such as interactive installations or VR/AR experiences.
- Influencer Marketing – Partner with influencers to promote and showcase your brand at events and activities.
- Branded Content – Create branded content seamlessly integrated into the event or activity, such as branded games or activities.
The right type of branded entertainment can help your brand stand out and make a lasting impression on the audience, increasing brand awareness, engagement, and loyalty.
How to Successfully Execute a Branded Entertainment Campaign
Branded entertainment campaigns can be a great way to create engaging content that your customers will enjoy and drive brand awareness. In addition, it can be a cost-effective way to gain market exposure and increase your company’s visibility.
To help you achieve success with your next branded entertainment campaign, we have put together this guide. This guide will discuss the critical components of an effective campaign and how to execute it effectively.
Defining Your Goals and Objectives
One of the critical steps in executing a successful branded entertainment campaign is defining your goals and objectives. Here are some tips to help you with the process:
- Define your target audience and identify their interests and preferences.
- Determine what you want to achieve with the campaign – Increase brand awareness, generate leads, drive sales, or all?
- Set clear and measurable goals that align with your overall marketing strategy.
- Establish a realistic budget and allocate resources accordingly.
- Choose the channels and platforms based on your target audience and campaign objectives.
- Develop engaging content that resonates with your audience and aligns with your brand values.
- Continuously evaluate your progress and adjust your strategy based on key performance indicators.
By defining clear goals and objectives, you’ll be better positioned to create a memorable branded entertainment campaign that drives real results.
Identifying Your Target Audience
Identifying your target audience is crucial for the success of a branded entertainment campaign. Understanding your audience helps to create content that resonates and increases brand awareness among your desired consumers.
Here are some tips for identifying your target audience:
- Conduct market research to gather information on demographics, consumer behavior, preferences, and interests.
- Analyze social media engagement and website traffic to identify user trends and behaviors.
- Define your audience by creating buyer personas that reflect your target demographics, including age, gender, income, location, and interests.
- Use audience segmentation to group your users based on preferences and behaviors, allowing you to tailor your content more effectively.
You can create effective branded entertainment campaigns that connect with your consumers and increase brand awareness by identifying your target audience.
Choosing the Right Platform and Partners
Choosing the right platform and partners is crucial for the success of any branded entertainment campaign. To do this, consider the following tips:
- Define your target audience: Identify the demographics and interests of your target audience to determine which platforms and partners are most likely to reach them.
- Research potential partners: Look for partners who align with your brand’s values, voice, and messaging. Consider their audience reach, engagement metrics, and past campaign results.
- Choose the right platform: Determine which platforms, such as social media, streaming services, or podcasts, align with your brand and campaign goals. Consider the platform’s user demographics, ad formats, and features.
- Collaborate with your partners: Work closely with your partners to co-create content that resonates with their audience and aligns with your brand message.
By following these tips, you can ensure that your branded entertainment campaign reaches the right audience through the right platforms and partners, resulting in a successful campaign.
Measuring Success and ROI
Measuring the success and ROI of a branded entertainment campaign is crucial to determine the effectiveness of your strategy and the ROI it delivers. Here are some key metrics to consider when measuring the success of your branded entertainment campaign:
- Views and engagement: Monitor the number of views, shares, likes, comments, and other metrics that indicate how engaged your audience is with your content.
- Brand lift: Analyze changes in brand recognition, brand familiarity, and brand favorability among your target audience.
- Sales and revenue: Evaluate whether your campaign has increased sales, revenue, and customer retention.
- Social media impact: Track the influence of your branded entertainment campaign on your social media channels, including follower growth, engagement rate, and sentiment analysis.
By tracking these metrics and analyzing the data, you can determine the success of your branded entertainment campaign and make informed decisions in the future.
Pro tip: Don’t be afraid to pivot your strategy if the results are not meeting your expectations. Continuously analyze and adjust your approach to optimize results.
Examples of Branded Entertainment Campaigns
Branded entertainment campaigns have become increasingly popular as businesses seek creative ways to reach customers. These campaigns can include TV shows, online videos, virtual reality experiences, and more.
In this section, we’ll look at some of the most successful examples of branded entertainment campaigns and what made them successful.
Red Bull Stratos Jump
The Red Bull Stratos Jump is one of the most successful and memorable branded entertainment campaigns ever. On October 14, 2012, Felix Baumgartner, a renowned skydiver and BASE jumper, jumped from a helium balloon from the stratosphere, breaking several records and capturing the world’s attention. Here are a few reasons why the Red Bull Stratos Jump was a successful branded entertainment campaign:
- It aligned with the Red Bull brand’s reputation for extreme sports and high-adrenaline activities.
- It showcased Felix Baumgartner, a highly skilled and charismatic athlete, as the face of the campaign.
- It leveraged social media platforms to generate buzz, including live streaming the jump on YouTube and hosting a Twitter Q&A with Baumgartner.
- It had a lasting impact, with the footage and images from the jump being shared and referenced in media and pop culture for years.
Branded entertainment campaigns, such as the Red Bull Stratos Jump, can effectively capture people’s attention and build brand awareness memorably.
Lego Movie Partnership with McDonald’s
In 2019, McDonald’s partnered with Lego Movie 2 for a successful branded entertainment campaign. Happy Meals came with one of eight Lego Movie 2 toys, and kids could access the McDonald’s app to play and scan their toys for digital rewards. The campaign hit kids and parents, driving sales and brand recognition for McDonald’s and the Lego Movie.
Branded entertainment campaigns like this are becoming increasingly popular as they allow brands to leverage the popularity of existing franchises and create meaningful experiences for their customers. Other examples of successful branded entertainment campaigns include:
- Coca-Cola’s “Share a Coke” campaign
- Red Bull’s partnership with Felix Baumgartner for his historic space jump.
By providing customers engaging and memorable experiences, brands can create lasting connections and enhance their brand image.
Old Spice’s “Man, Your Man, Could Smell Like” Campaign
The Old Spice “Man, Your Man, Could Smell Like” campaign is a prime example of a successful branded entertainment campaign engaging and entertaining audiences across multiple platforms. The campaign featured humorous and over-the-top commercials with the brand’s signature character, Isaiah Mustafa, who portrayed the ultimate “manly man” that every woman wants and every man wants to be like. The advertisements aired during high-profile events such as the Super Bowl and the Olympics. In addition, they went viral on social media, with the brand responding to fans in real-time through personalized videos.
By creating a memorable, humorous, and engaging campaign, Old Spice successfully repositioned itself as a relevant and modern brand that appealed to a younger demographic. In addition, the campaign’s success inspired other brands to follow suit and incorporate entertainment into their marketing strategies.
Pro tip: When creating a branded entertainment campaign, focus on creating content that is entertaining first and brand-focused second. By prioritizing entertainment, your brand will create a more memorable and engaging experience for your audience.
Future of Branded Entertainment
Branded entertainment is a new form of marketing that combines creative content with technology to create a memorable experience for the target audience. It is a relatively new field that shows much potential for further development. In this guide, we will examine the potential of branded entertainment and where it may be headed in the future.
Emerging Technologies and Platforms
Emerging technologies and platforms are the future of branded entertainment, expanding the opportunities for creative strategies and deepening the connection with customers. Here are a few examples of the latest trends in branded entertainment:
- Virtual Reality (VR) – Virtual Reality can potentially create immersive experiences that transport viewers into branded worlds.
- Augmented Reality (AR) – Augmented Reality enhances what consumers see in the real world, adding digitally created elements that can change how they experience branded content.
- Artificial Intelligence (AI) – AI can analyze vast amounts of consumer data, creating personalized marketing messages and experiences that resonate with individuals.
- Voice Assistants – Voice assistants like Alexa and Siri are drastically changing how we interact with brands, providing a new platform for branded entertainment.
Brands that embrace these new technologies and platforms will be the ones that capture the attention of consumers and create lasting emotional connections with their target audience.
Importance of Authenticity and Transparency
In the future of branded entertainment, authenticity and transparency will be crucial elements for brand success.
Authenticity means being true to your brand values and communicating them in an honest and relatable way. Brands should create genuine connections with their audience rather than simply pushing products.
Transparency builds trust and credibility, allowing consumers to see how the brand operates, including its ethical and sustainability practices. With a growing focus on social responsibility, consumers are increasingly demanding transparency from brands.
By embracing authenticity and transparency, brands can create meaningful and lasting connections with their audience, increasing loyalty and sales.
Integration with Social Responsibility and Purpose-driven Marketing
In an era when customers are more socially and environmentally conscious, the future of branded entertainment is inextricably linked to social responsibility and purpose-driven marketing. Today’s consumers believe brands should positively impact society and expect brands to engage in social and environmental causes actively.
Therefore, brands can integrate social responsibility into their branded entertainment strategies by focusing on purpose, authenticity, and transparency. Brands that align their entertainment efforts with their social responsibility goals can increase their impact and create lasting connections with their customers.
Purpose-driven marketing, which involves genuinely supporting a social or environmental cause, can also be an effective way for brands to engage with their audience while making meaningful contributions to society. In addition, this form of marketing enables brands to create powerful emotional connections with their audience as they work together towards a common goal.
Therefore, the future of branded entertainment lies in its ability to connect with customers’ values, inspiring them to align with a brand’s purpose-driven initiatives. This way, brands can create meaningful and sustainable partnerships with their customers.
Frequently Asked Questions
Q: What is Branded Entertainment Guide?
A: Branded Entertainment Guide is a comprehensive guide for businesses and marketers to create and execute an entertainment-based marketing strategy.
Q: Why is Branded Entertainment Guide essential?
A: Branded Entertainment Guide is essential because, with more and more customers looking to engage with brands on a deeper level, traditional marketing methods are no longer enough. This guide helps businesses tap into the power of entertainment marketing to engage with their target audience more meaningfully.
Q: What does the Branded Entertainment Guide cover?
A: The Branded Entertainment Guide covers defining your brand identity, choosing the right entertainment medium, creating a compelling storyline, measuring success, and more.
Q: Who can benefit from the Branded Entertainment Guide?
A: The Branded Entertainment Guide can benefit businesses of all sizes and industries and marketers looking to expand their knowledge and skillset in entertainment marketing.
Q: Is the Branded Entertainment Guide free?
A: Yes, the Branded Entertainment Guide is available for free online.
Q: Where can I access the Branded Entertainment Guide?
A: The Branded Entertainment Guide is available online and can be accessed via the website of the company that created it or through other online resources.