Just like everyone else, I have an ad-blocker, and like everyone else, I subscribe to ad-free streaming services (Netflix, Disney+, Streamz, etc.). For me, it’s super chill, but for brands and businesses, it’s becoming increasingly difficult to reach their target audience. The few places where you can still advertise freely (like social media) are oversaturated. That’s why various brands have started using branded entertainment in recent years.

Take Lego and Barbie, for example, who are coming out with their own movies. Or RedBull, which has its own production house to create thrilling content. But it doesn’t stop there…

In 2012, Hema in the Netherlands brought “The Worst Musical Ever.” It played at the Royal Theater Carré and went on tour through the Netherlands until May 2013. Beyond the attendees experiencing 1.5 hours of pure brand immersion, they also ran a promotional campaign (for the musical) that kept the Hema brand continuously in the spotlight, not to mention the PR buzz.

Branded entertainment isn’t just a way to keep your brand in the spotlight; it’s also a fun way to create positive associations in the consumer’s subconscious mind through engaging and relaxing content. Recently, I watched a new film on Netflix called “Unfrosted.” It’s a hilarious story about the 1963 rivalry between Kellogg’s and Post (two breakfast cereal brands) competing to create a pastry that would revolutionize breakfast. I got so caught up in the story that I only realized halfway through that the film was actually one big commercial for these cereal brands. When I realized this, I laughed even harder because it was so blatant. That’s branded entertainment for you…

But branded entertainment goes beyond films and series. It’s much more than the familiar “product placement.” Today, branded entertainment can span all types of media channels: podcasts, musical theatre, theater, short movies, online series, books, games, and more.

So, don’t let the traditional marketing mix limit your brand. Try making an impact in a deeper, more playful, and effective way through a non-traditional channel. And most importantly… entertain! Enter the consumer’s life in a fun way!

Interested in branded entertainment but don’t know where to start? Contact us for a free meeting.