Branded Entertainment

Branded entertainment is programming, that the audience enjoys but at the same time a content that markets the brand. The brand meets the audience in the form of tv-program, documentary, music video, movie, video game, broadband-tv or an event. Branded entertainment works because it’s based on the consumers’ free will to follow the program. The attention is achieved by creating a content that has a substance for the consumer. It is about bringing entertainment value to brands and integrating brands into entertainment.

Why is it expanding so fast?

The increasing socioeconomic and technological development has created a consumer who filters the advertising. While the time consumed among electronic media continues to expand at the same time the audiences are spreading and the cover of the commercial break is declining. TIVO and digital TV hard disks are being utilized to skip the commercials. Real time television viewing is declining.

How to do it?

To make a successful branded entertainment operation we study the brand indentity as well as the strategic and tactical marketing goals of the brand. Based on these values we create a new entertainment entity or match the brand with already existing one. During a producing procedure similar to advertising we create a branded program or content that meets the audience.