Lecture 16: Branded Entertainment as Advertising (Content Marketing)

Content Marketing
marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action
– non interrupted marketing
– can lead to long and strengthened relationships with customers
e.g. Puma Dance Dictionary
Branded entertainment
off-shoot of content marketing. Involves brands creating entertaining content to capture and maintain the attention of consumers for a longer than usual period of time
Brand communities
created by the brand of its members, these communities promote a subculture of consumption, socialise new members and build brand liking and loyalty
What does branded entertainment enable?
1. brands to shift away from being sponsors to creators; destination site and platform for entertainment
2. deliver a more enriching experience that consumers want
3. develop deeper and more enduring direct-to-consumer relationships (as opposed to via an ad agency)
Characteristics of branded entertainment
– brand entered communication that is both consistent with brand image and congruent with branding message
– targeted to key, valuable audiences
– simple, clear, compelling and honest
– has a long shelf life, designed to inspire viral distribution via living on multiple platforms
Where is the brand and the connection?
High information + High entertainment = WIN, WIN