Branded content is a relatively new form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. Branded content is essentially a fusion of the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality. Unlike conventional forms of entertainment content, branded content is generally funded entirely by a brand or corporation rather than, for example, a movie studio or a group of producers. Branded entertainment is used in events and installations, film, video games, music, the internet, and television.
In 2012 Branded Content/Entertainment, become a category at the Cannes Lions International Festival of creativity. As Jury President for The first Branded Content & Entertainment Lions is Avi Savar, Founder and Chief Creative Officer of Big Fuel. The new Branded Content & Entertainment Lions will seek to celebrate work that has demonstrated how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience. This could be either by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner.
Read more about Branded Content: The Technique, Effectiveness, Example, Risks
Famous quotes containing the words branded and/or content:
“You do not become a “dissident” just because you decide one day to take up this most unusual career. You are thrown into it by your personal sense of responsibility, combined with a complex set of external circumstances. You are cast out of the existing structures and placed in a position of conflict with them. It begins as an attempt to do your work well, and ends with being branded an enemy of society.”
—Václav Havel (b. 1936)
“Any so-called material thing that you want is merely a symbol: you want it not for itself, but because it will content your spirit for the moment.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)