Engaging Consumers through Branded Entertainment and Convergent Media
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Abstract
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred. Branded entertainment is gaining momentum within marketing communications strategy. Blurring the lines between advertising content and editorial content, branded entertainment provides both advertisers and consumers with highly engaging branded media content that benefits them in a synergistic manner. On the one hand, consumers can access free entertainment content such as online movies, video games or music. On the other hand, advertisers can reach committed audiences seeking fun to target them with brand messages in a non-intrusive advertising context. Using the so-called hybrid messages – like product placement, advertainment or advergames – advertisers can develop engaging brand communications providing entertainment value for consumers. This entertainment value can enhance consumer attention to the message, increase time exposure to the brand, and improve brand recall and brand attitude for those brands embedded in branded entertainment products. Implications for brands, media and consumers emerge from different areas including branding, marketing communications, marketing effectiveness, media, consumer behavior, legal framework, and ethics. Regarding branding, branded entertainment provides new ways to develop brand personality and brand values using storytelling and brand narratives. Branded entertainment also implies new ways to target integrated marketing communications and the way to measure effectiveness. From a media point of view branded entertainment is contributing to develop new ways of media models such as brandcasting –as opposed to traditional broadcasting- in which brands are the owners and funders of the entertaining content distributed by media. New relationships among media, producers and advertising agencies are also shaped by branded entertainment. Regarding consumer behavior, branded entertainment changes traditional use of advertising and marketing communications by consumers. From branded online communities to branded consumer generated content, branded entertainment implies highly interactive, real-time, ubiquitous, and engaging relationships between brands and consumers. Branded entertainment also implies a need for new legal frameworks satisfying and protecting all agents involved in this new business model. Ethical concerns also arise when brands are targeting special audiences – e.g., children – that are not aware of the persuasion attempts and commercial intentions of these branded communications.
