AdPrac5: Integrating brand to media (Branded Content)

Last Wednesday, Sir Velez discussed what Branded Content is all about.

    Branded Content is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. A very important part is that this piece of entertainment should perfectly be aligned with the brand attributes and should reflect the brand personality (DNA). The purpose of a branded entertainment program is to give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program.

       Here’s an example of a successful branded content:

Toshiba and Intel's The Beauty Inside After crowd sourced auditions, Intel and Toshiba's six-part web film put unknown actors on screen, with movie star voice-over. The film's main character, Alex, wakes up every day in a different body. He—what's inside—stays the same.

      It's a moving story that viewers felt part of; Alex interacted with Facebook fans, and the fans became Alex. The point of the campaign, obviously, was to remind people of Intel's core message: what's inside counts. The film didn't need to talk about computers or use product placement to convey the point, and it garnered millions of views.

By: Jillian Kaye Daed