Branded content
From Wikipedia, the free encyclopedia
Branded Content 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 film studio or a group of producers.
[edit] 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 BMW films 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.
