Branded entertainment advertising, also known as branded content, is content created or funded by an advertiser to promote a product or brand through entertainment value rather than direct advertising.
Essentially, instead of interrupting your favorite show with commercials, the brand becomes part of the show, film, game, or other form of entertainment. The goal is to engage the audience in a more immersive and enjoyable way, fostering a stronger connection with the brand.
Here's a breakdown:
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Focus on Entertainment: Unlike traditional advertising, the primary objective is to entertain, inform, or inspire the audience. The brand message is integrated subtly into the narrative.
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Content-Driven: It emphasizes creating valuable content that people actually want to consume, rather than simply pushing a product.
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Subtle Branding: The brand is present, but not aggressively promoted. The emphasis is on creating a positive brand association through engaging content.
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Multiple Forms: Branded entertainment can take many forms, including:
- Films/Short Films: Think of a short film that tells a compelling story where a certain car brand is prominently featured.
- Web Series: Episodes released online, often with a continuing storyline.
- Video Games: Creating a game or inserting a brand into an existing one.
- Music Videos: Sponsored music videos can be used to showcase products or lifestyle aspects of a brand.
- Podcasts: Brands can create or sponsor podcasts related to their industry or target audience.
- Events: Events, like music festivals or sporting competitions, can be branded entertainment, offering consumers an experience associated with the brand.
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Benefits:
- Increased Engagement: Captures audience attention more effectively than traditional ads.
- Stronger Brand Affinity: Builds a deeper connection with consumers through positive experiences.
- Wider Reach: Can be shared and spread organically through social media.
- Improved Brand Perception: If done well, it can enhance the brand's image and credibility.
For example, LEGO has successfully created a number of animated movies. While it's clear that the movies are designed to promote LEGO toys, they are also entertaining and engaging for children (and adults), which drives brand loyalty and purchases.
In contrast to traditional ads, which are explicitly designed to sell a product or service, branded entertainment aims to create a relationship with the audience through valuable content.
