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)
“Not always can flowers, pearls, poetry, protestations, nor even home in another heart, content the awful soul that dwells in clay.”
—Ralph Waldo Emerson (1803–1882)