Branded Entertainment
Lesson 1 - Defining B.E.: What it is and what it is not
brands are becoming partner of entertainment
The main contents of the course
• Defining branded entertainment : what is and what it is not
• Actors and supply chains of branded entertainment
• Immerse into the Possibilities
• Identify the marketing needs
• Make the pitch
• Study and analysis of branded content’s production process
• From the individual to social
• The influential digital subcultures : Youth, Women and Netizens
• Content is the AD #hashtag is th enew tagline
• Step-by-step content marketing
• Study and analysis of distribution and diffusion
• Mechanics and metrics
• Future trends
Mandatory book :
- Branded Entertainment, Dealmaking Strategies and Techniques for Industry
Professionals
- Marketing 4.0 Moving from Traditional to Digital
Evaluation : in-class assignment, homeworks, a presentation fo the project
work, oral
examination (a test on the mandatory book)
SCENARIO
We are living in times that call for constant change
How does constant change impact a brand?
The positioning of a brand within a tumultuous world of options is the new chal-
lenge.
Brand Entertainment is a Solution to an Evolution
The immediate self-gratification syndrome.
Viewers want it all now and are no longer willing to wait.
The delivery of a brand needs to be more personal. (ex : Lina, les articles dans
vos paniers… Amazon)
New creative delivery methods are to brands like cement is to a foundation.
OMNIPRESENCE is the new keyword for a brand
before = Consumer => world of brands
today = world of brands => consumer
A brand could be a part of a specific community
,Timing is Everything
The trick is that both the content and the brand need to be set on START about
the same time.
The brand can then be like an actual character within the content it has a pur-
pose, a message, and a destination.
The Soft-Sell strategy
Content needs to be united to the brand from ignition => branded entertain-
ment = soft sell
Branded Entertainment means content needs to be united to the brand from
the “ignition point”, at the same time, without being obvious. This technique is
a soft sell strategy.
A word of caution
Any type of branded content to be created, short-or long form, must first and
foremost fulfill a gap, a visible need in the viewers’ world.
Consider this concept to be a universal law in the world of Branded Entertain-
ment
Branded Entertainment is an independent island
What we truly seek in Branded Entertainment is longevity for content that now
nurtures a brand inside it.
Branded Entertainment = Emotional Connection
Brand’s goal and Content’s goal = emotion connection
Branded Entertainment seeks an emotional connection between the content
and the brand that can lead to a longterm monogamous relationship.
Soap Opera
As the World turns (often referred to as ATWT) is an American television soap
opera that aired on CBS for 54 years from April 2, 1956, to September 17,
2010.
https://www.youtube.com/watch?v=2wYpP0i7dx8&feature=youtu.be
Jingle useful tools to create a collective excitement of the show
Top 10 Product Placement in Movies: https://www.youtube.com/watch?v=_3FL-
KuQa62c&feature=youtu.be
What Branded Entertainment is NOT
- a product placement (passive role : we see the product, the brand)
- active : when the product plays a role in the plot
=> product placement is the first step to arrive to branded entertainment
Branded Entertainment is NOT
- a long commercial, because it has an independent authorial dignity
- an advertorial
- a sponsorship
- a product placement (the beginning of B.E)
,- a patronage of the art free of mktg objective
B.E is differentiated from Product Placement by three words: alive, organic, and
seamless (when the line become blurred)
Media entertainment solutions at a brand level
Case Histories:
-Volvo Trucks -The Epic split feat Van Damme (https://www.youtube.com/
watch?v=M7FIvfx5J10&feature=youtu.be)
not a spot : a branded/ demo content which gives the brand message
-The Hire : Star (BMW short film starring Madonna) : https://
www.youtube.com/watch?v=mrLYQnjzH7w&feature=youtu.be
A short film = entertainment
Lesson 2 - Defining Brand Entertainment - Case His-
tories
It is necessary to refer to the individual as a whole to study his consumption
choices
(G. Fabris, the most important italian sociologist)
Why do the soap operas have this name?
In the last decades
In the last decades, the media and entertainment industry and advertising in-
dustry evolved.
Only commercials are not enough to tell to consumers about the products fea-
tures.
The hyperlinks changed our way to use contents and to see the advertising.
The company
Some rules for the company that wants to sell its products:
• it must leave the traditional communication based on the product
• it must develop a strong and flexible relationship with the individual
• it must complete its marketing activities on multilevel floors
• it must produce original, educational or entertainment contents
Branded Entertainment
branded entertainment is essential to build brand equity and brand awareness
branded entertainment implies a convergence between advertising and enter-
tainment
The companies, by the branded entertainment strategies, transfer their brand
values into entertainment contents
with the B.E strategies, the companies have the objective to put in the indivi-
duals mind some scraps of information to influence they purchase decisions in
the future
, For all our marketing strategies
What must we know for all our marketing strategies?
We are focused on the individual
We know the traditional (old) media lost their own effectiveness
Our best project must raise the interest, seduce, incite, engage, and build a
long relationship with the individuals
CONTENT MARKETING
It is a form of marketing focused on creating, publishing and distributing
content for a targeted audience online
It is often used by businesses in order to:
- attract attention and generate leads
- expand their customer base
- generate or increase online sales
- increase brand awareness or credibility
- engage an online community of users
BRANDED ENTERTAINMENT IS MORE SUBTLE THAN MEDIA
BE must be seen as a complement to a media strategy, not as a hungry force
unleashed to devour the advertising industry.
Broadcasters, cable networks, and social media are all looking to take a bigger
piece of the pie: the viewer’s attention pie.
Ad agencies and creative shops must be vigilant to not interfere with a comple-
mentary idea that serves as an enhancer to an already existing media effort.
Branded entertainment content must first seek to understand what the media
part of a deal wants to accomplish.
EMOTIONAL ENGAGEMENT
Branded entertainment must understand first what media seeks to accomplish
- emotional engagement is the goal of BE concepts.
Continuous development in technology has given all of the power to consu-
mers.
Viewers have more choices of content and more platforms for viewing this
content than ever before. The emergence of a new solution would recalibrate
the investment ratio of brand versus airtime.
Change is now here
The next wave of evolution is the reinvention of formulas, the recalibration of
value and the repurposing of each player in the media/consumer game.
Corporations enjoy implementing formulas because little thinking is required.
There is no point in delaying the obvious.
Lesson 1 - Defining B.E.: What it is and what it is not
brands are becoming partner of entertainment
The main contents of the course
• Defining branded entertainment : what is and what it is not
• Actors and supply chains of branded entertainment
• Immerse into the Possibilities
• Identify the marketing needs
• Make the pitch
• Study and analysis of branded content’s production process
• From the individual to social
• The influential digital subcultures : Youth, Women and Netizens
• Content is the AD #hashtag is th enew tagline
• Step-by-step content marketing
• Study and analysis of distribution and diffusion
• Mechanics and metrics
• Future trends
Mandatory book :
- Branded Entertainment, Dealmaking Strategies and Techniques for Industry
Professionals
- Marketing 4.0 Moving from Traditional to Digital
Evaluation : in-class assignment, homeworks, a presentation fo the project
work, oral
examination (a test on the mandatory book)
SCENARIO
We are living in times that call for constant change
How does constant change impact a brand?
The positioning of a brand within a tumultuous world of options is the new chal-
lenge.
Brand Entertainment is a Solution to an Evolution
The immediate self-gratification syndrome.
Viewers want it all now and are no longer willing to wait.
The delivery of a brand needs to be more personal. (ex : Lina, les articles dans
vos paniers… Amazon)
New creative delivery methods are to brands like cement is to a foundation.
OMNIPRESENCE is the new keyword for a brand
before = Consumer => world of brands
today = world of brands => consumer
A brand could be a part of a specific community
,Timing is Everything
The trick is that both the content and the brand need to be set on START about
the same time.
The brand can then be like an actual character within the content it has a pur-
pose, a message, and a destination.
The Soft-Sell strategy
Content needs to be united to the brand from ignition => branded entertain-
ment = soft sell
Branded Entertainment means content needs to be united to the brand from
the “ignition point”, at the same time, without being obvious. This technique is
a soft sell strategy.
A word of caution
Any type of branded content to be created, short-or long form, must first and
foremost fulfill a gap, a visible need in the viewers’ world.
Consider this concept to be a universal law in the world of Branded Entertain-
ment
Branded Entertainment is an independent island
What we truly seek in Branded Entertainment is longevity for content that now
nurtures a brand inside it.
Branded Entertainment = Emotional Connection
Brand’s goal and Content’s goal = emotion connection
Branded Entertainment seeks an emotional connection between the content
and the brand that can lead to a longterm monogamous relationship.
Soap Opera
As the World turns (often referred to as ATWT) is an American television soap
opera that aired on CBS for 54 years from April 2, 1956, to September 17,
2010.
https://www.youtube.com/watch?v=2wYpP0i7dx8&feature=youtu.be
Jingle useful tools to create a collective excitement of the show
Top 10 Product Placement in Movies: https://www.youtube.com/watch?v=_3FL-
KuQa62c&feature=youtu.be
What Branded Entertainment is NOT
- a product placement (passive role : we see the product, the brand)
- active : when the product plays a role in the plot
=> product placement is the first step to arrive to branded entertainment
Branded Entertainment is NOT
- a long commercial, because it has an independent authorial dignity
- an advertorial
- a sponsorship
- a product placement (the beginning of B.E)
,- a patronage of the art free of mktg objective
B.E is differentiated from Product Placement by three words: alive, organic, and
seamless (when the line become blurred)
Media entertainment solutions at a brand level
Case Histories:
-Volvo Trucks -The Epic split feat Van Damme (https://www.youtube.com/
watch?v=M7FIvfx5J10&feature=youtu.be)
not a spot : a branded/ demo content which gives the brand message
-The Hire : Star (BMW short film starring Madonna) : https://
www.youtube.com/watch?v=mrLYQnjzH7w&feature=youtu.be
A short film = entertainment
Lesson 2 - Defining Brand Entertainment - Case His-
tories
It is necessary to refer to the individual as a whole to study his consumption
choices
(G. Fabris, the most important italian sociologist)
Why do the soap operas have this name?
In the last decades
In the last decades, the media and entertainment industry and advertising in-
dustry evolved.
Only commercials are not enough to tell to consumers about the products fea-
tures.
The hyperlinks changed our way to use contents and to see the advertising.
The company
Some rules for the company that wants to sell its products:
• it must leave the traditional communication based on the product
• it must develop a strong and flexible relationship with the individual
• it must complete its marketing activities on multilevel floors
• it must produce original, educational or entertainment contents
Branded Entertainment
branded entertainment is essential to build brand equity and brand awareness
branded entertainment implies a convergence between advertising and enter-
tainment
The companies, by the branded entertainment strategies, transfer their brand
values into entertainment contents
with the B.E strategies, the companies have the objective to put in the indivi-
duals mind some scraps of information to influence they purchase decisions in
the future
, For all our marketing strategies
What must we know for all our marketing strategies?
We are focused on the individual
We know the traditional (old) media lost their own effectiveness
Our best project must raise the interest, seduce, incite, engage, and build a
long relationship with the individuals
CONTENT MARKETING
It is a form of marketing focused on creating, publishing and distributing
content for a targeted audience online
It is often used by businesses in order to:
- attract attention and generate leads
- expand their customer base
- generate or increase online sales
- increase brand awareness or credibility
- engage an online community of users
BRANDED ENTERTAINMENT IS MORE SUBTLE THAN MEDIA
BE must be seen as a complement to a media strategy, not as a hungry force
unleashed to devour the advertising industry.
Broadcasters, cable networks, and social media are all looking to take a bigger
piece of the pie: the viewer’s attention pie.
Ad agencies and creative shops must be vigilant to not interfere with a comple-
mentary idea that serves as an enhancer to an already existing media effort.
Branded entertainment content must first seek to understand what the media
part of a deal wants to accomplish.
EMOTIONAL ENGAGEMENT
Branded entertainment must understand first what media seeks to accomplish
- emotional engagement is the goal of BE concepts.
Continuous development in technology has given all of the power to consu-
mers.
Viewers have more choices of content and more platforms for viewing this
content than ever before. The emergence of a new solution would recalibrate
the investment ratio of brand versus airtime.
Change is now here
The next wave of evolution is the reinvention of formulas, the recalibration of
value and the repurposing of each player in the media/consumer game.
Corporations enjoy implementing formulas because little thinking is required.
There is no point in delaying the obvious.
