Entertainment Branding - Impact and Connection with Audiences
Elevate Your Impact and Connection with Audiences through Entertainment Branding. Discover Insights!
Written by RamotionSep 8, 20239 min read
Last updated: Sep 8, 2023
Branded entertainment is an engaging strategy where brands enter the entertainment world, producing content that resonates with their target audiences.
It goes beyond traditional ads, immersing viewers in stories that authentically reflect the brand's values. By aligning this, brands create content that catches attention and forms lasting connections with viewers.
Companies need to understand what resonates with consumers to succeed with branded content production. This approach holds the key to effective branding in entertainment marketing.
Imagine a world where your favorite soap opera character shares your love for a particular brand. That's the magic, where brands blend seamlessly with storytelling.
For example, in the blockbuster movie "Jurassic World," the Mercedes-Benz GLE Coupe featured prominently as the vehicle of choice for characters navigating the dinosaur-infested park. This strategic product placement didn't just showcase the car; it became an essential part of the adventure.
As audiences watched the characters' adventures, they also formed a positive connection with the brand, illustrating how effective placement can resonate deeply within the context of a popular film.
This is just one example of how brands organically become part of the entertainment industry, building strong emotional connections with viewers.
Advantages of Branded Entertainment
1. Immersing the Audience in Your Story
Your brand doesn't remain a mere label – it transforms into an integral character within a captivating narrative. While traditional advertising introduces your brand to the audience, branded entertainment takes it a step further, incorporating your brand into the plot of a story, creating a unique blend of storytelling and branding that profoundly resonates with consumers.
This way, your brand seamlessly becomes part of the audience's everyday life. It's no longer a distant entity but an organic presence that enhances their experience.
This immersive approach reaches consumers deeper, fostering emotional connections that traditional advertising might struggle to achieve.
2. Expanding Your Audience
Branded entertainment lets your brand extend its influence to new audiences. This expansion opens up new connections and opportunities, giving your brand a more robust presence across different demographics and geographical areas.
For instance, incorporating your brand in a TV show lets you reach new global audiences who never knew about your brand before.
3. Gaining the Trust of the Audience
Branded entertainment is a way to build trust by genuinely connecting with the audience.
The connection between trust and entertainment is effortless. When your brand is associated with a positive experience, it looks more reliable.
Types of Branded Entertainment
What are most popular types of branded entertainment?
The three most popular branded entertainment marketing strategies are Direct-to-Consumer (DTC), Integrated Thematic Content (ITC), and Pay-to-Click (PTC).
Let's delve into each approach:
DTC is about building a closer bond with customers through compelling storytelling. Brands smoothly integrate their offerings into stories, crafting content that connects with the audience.
For instance, think of a fitness brand creating a podcast series where characters talk about their workout journeys. They also mention using the brand's gear, making it a natural fit in the story.
ITC: Integrated Thematic Content
Integrated Thematic Content (ITC) is the strategic integration of thematic content reflecting the brand's identity across various platforms. This approach ensures that the brand message remains consistent regardless of the medium.
A fashion brand might partner with a hit TV show featuring its trendy designs as part of the characters' outfits. This effortlessly blends the brand's style into the show's atmosphere.
An eco-friendly brand could team up with a popular kids' show, where the characters promote green habits and use the brand's sustainable products to communicate the brand's message in a fun and engaging way.
Pay-to-Click (PTC) within branded entertainment refers to digital advertising systems where brands pay for each click that directs potential consumers to their branded content.
A clothing brand has created a captivating web series featuring characters wearing their latest collection. The brand decided to use PTC to attract more viewers and potential customers.
They set up digital ads across various platforms, including social media and online publications. Every time someone clicks on the ad, the brand pays a small fee to the platform hosting the ad.
As users click on the ad and watch the web series, the brand gains insights into interest and engagement.
Tips for Creating Effective Branded Entertainment
Creating branded entertainment that clicks with your audience is about paying close attention to the little things.
Here are some essential tips for crafting branded content that genuinely engages and captivates viewers:
When crafting it, consider the emotions your brand evokes. Whether joy, inspiration, or empathy, ensure that your content elicits a strong emotional response that leaves a lasting impression.
Craft a Compelling Story
The key to engaging your audience is creating a captivating narrative that draws them in from the start and keeps them hooked until the end.
Imagine launching a web series for your fashion brand featuring a social media influencer who receives a mysterious letter with intriguing instructions. Throughout the episodes, the influencer navigates amusing challenges, stumbles upon surprising moments, and, finally, showcases your latest collection, leaving viewers in anticipation of your brand's future offerings.
Visuals are your secret weapon. Why? Because they let viewers see exactly what your brand is all about.
When you use videos, images, and animations, you're not just talking – you're showing what your brand offers, making them want to experience its benefits. Provide Value Branded content should also provide real value to your audience.
Consider how your content can help solve a problem, provide useful information, or educate your viewers. Being helpful can build a positive association with your brand and establish yourself as a trusted information source.
Developing a Branded Entertainment Strategy
Developing a successful strategy requires careful planning and consideration. Here are some steps to guide you in the process:
1. Set Clear Goals
Start by identifying clear goals for your branded entertainment strategy. Please determine what you want to achieve, whether it's increasing brand awareness, driving sales, or fostering brand loyalty. Setting clear goals will help you shape an effective marketing strategy and measure its success.
2. Define Key Messages
Decide the key messages you want to communicate through your branded content to your audience. These messages should align with your brand's values, mission, and unique selling propositions.
By defining your key messages, you can ensure that your communications sound like your brand and look like it, maintaining consistency and clarity.
3. Choose the Right Format
Use the most appropriate format to convey your branded content. This could be a web series, a short film, an interactive gaming experience, or other sources that align with your brand and resonate with your target audience.
4. Research Successful Brand Integrations
Research and compile examples of successful brand integrations from companies that have effectively used branded entertainment in their marketing campaigns.
Look for brands that have seamlessly integrated their products or services into content and adapt these examples to fit your brand's unique identity.
Successful Branded Entertainment Campaigns
There are quite a few well-known brands that have successfully implemented such strategies to reach new audiences and increase brand awareness.
Let's explore several successful examples:
1. Nike Campaigns
Nike has consistently utilized branded entertainment to promote its brand and connect with its target audience.
From inspiring commercials featuring athletes in real life to interactive experiences like the Nike Run Club app, Nike has successfully leveraged storytelling to create a powerful brand presence.
2. The Lego Movie
The Lego Movie is one of the prime examples of how branded entertainment can captivate audiences and promote a brand on a global scale. The movie seamlessly integrates the
Lego brand into a compelling storyline, entertaining both children and adults alike.
The success of The Lego Movie has led to further brand integrations, such as the Lego Batman Movie and the Lego Ninjago Movie.
3. Red Bull's Skydiving Campaign
Red Bull is famous for appealing to those who love taking risks and doing extreme sports.
They did something exciting by creating a space skydiving show for their brand campaign.
This mix of brands reached its highest point when an Austrian skydiver named Felix Baumgartner went up to a high place – more than 39,000 meters – using a balloon filled with helium.
Even though it may be too costly for most businesses to do something like that, it's crucial to remember your target audience and what your brand represents.
4. Pepsi's Promotions
Pepsi has been known for its notable promotions that incorporate branded entertainment.
From high-profile collaborations with famous music artists to creative commercials on social channels during major sporting events.
For instance, the Pepsi "Gladiator" advertisement brought together three iconic music artists, Beyoncé, Britney Spears, and Pink, portraying them as contemporary gladiators in a futuristic arena.
The ad culminated with the singers taking a refreshing sip of Pepsi, solidifying the link between the celebrated artists, the dynamic performance, and the brand.
5. Coca-Cola's Collaboration with Marvel
It is a prime example of how product placement can be seamlessly integrated into entertainment content.
Take, for instance, the commercial that features Coca-Cola alongside the Avengers movie characters.
The phrase "Mission Accomplished" fits nicely with the Avengers' brave adventure. Coca-Cola smoothly blends into the scene, becoming a natural part of the story.
6. General Motors Feature in the Transformers Movie
General Motors strategically placed its vehicles in the popular Transformers movie franchise, effectively showcasing its products to a global audience.
Putting General Motors' vehicles into the Transformers movies went beyond regular ads. It became a way to showcase the brand in a big and exciting story.
Viewers were treated to an immersive experience that showcased the capabilities, design, and innovation behind General Motors.
This integration also allowed the brand to benefit from the film's popularity, while the movie gained a touch of innovation by being associated with fast, modern cars.
The above examples illustrate that branded entertainment has become a powerful strategy for capturing audience attention and boosting brand awareness.
By developing a strategy that aligns with their goals and values, brands can create memorable experiences that resonate with their target audience and drive success.
Remember, the key to successful branded entertainment is to immerse your audience in a compelling narrative, captivate them with engaging content, and prioritize visual elements. Careful planning and creativity can elevate your brand to new heights.