Branded Content is essentially a supercharged version of product placement inside entertainment produced and paid for by the advertiser.
The Technique
The notion of an advertiser or company producing something engaging for the consumer in order to sell more product has been around for decades. The term branded content, however, really took hold as a new marketing technique in 2001, when BMW films was produced and distributed on the internet and DVDs. It featured a series of short films by Hollywood "A-List" directors, with the BMW car as the real star of the action. The BMW film series The Hire began as a series of five short films (each about five minutes long) produced for the Internet in summer 2001. ...
The popularity of these films spurred other marketers to create films, music, games, interactive content and real-life events. This content merely exists to entertain and educate the consumer, keeping their attention long enough to market a product or service. The most successful branded content programs are able to blend the advertising message in a seamless and transparent fashion, while still getting the information across to the consumer.
BMW films The BMW film series The Hire began as a series of five short films (each about five minutes long) produced for the Internet in summer 2001. ...
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