Branded Content And Its Importance In Sponsorship Marketing

Branded content has long been very hard to define especially as the definition is very elastic

, meaning different things to different people. In a nutshell, it is the technique used by brands to create a direct relationship with a form of entertainment by commissioning creative content, enabling a brand to establish itself through a new more subtle context.

How does it work?

Think of it as sponsorship+ as, although it carries the same benefits as sponsorship, it also allows brands to play a much more central part in the project, tailoring content to fit its message and reflecting the brands personality. This content can then be taken and used in PR, direct mail, or in POS marketing.

In terms of its effectiveness, like any marketing strategy, most brands will seek a return on their investment be that in the form of media value, brand awareness or sales. In this vein, The Branded Content Marketing Association (BCMA) recently used a case study to promote the effectiveness of the marketing medium. The first was ITVs Farm Camp, funded by Morrisons to support its Lets Grow initiative. Analysing the programme, promotional trailers, website and press ads it found that, from those in the test group, one episode of the show increased association with Lets Grow by 24%.

Who's doing it?

Brands that have long-favoured this marketing technique are Orange Playlist, Audi TV, Pepsimax Download Show, Red Bull Flugtag, Carling Music Events, Nokia Fashion Show, B&Q DIY Show, and BMW Films. These brands have successfully integrated themselves into entertainment and have adapted to a changing media landscape.

Converse are another example of a brand who has managed to infiltrate the world of entertainment through music, an industry previously renowned for being staunchly against any form of branding. Back in 2008 they commissioned a music video My Drive Thru with artists Pharrell Williams, Santogold and Julian Casablancas. This has since been followed up recently with a new video, All Summer featuring Vampire Weekend, Kid Cudi, Best Coast and of course - Converse clothing.

What about the risks?

Despite strong evidence of successful branded content campaigns there are risks involved with an ineffective campaign. Shifting consumer habits and a constantly changing media landscape therefore drives the need for brands to think creatively about content and partnerships. Simple product placement or boring and un-engaging content can have the wrong effects. If branded content is to be done right it has to be a long-term, strategic commitment combined with time and money. There are many challenges such as developing the right content, steering clear of breaking any product placement regulations and making sure that the product matches the target audience. However, if a brand manages all these elements well, then branded content can be one of the most effective marketing mediums, just ask Omega.

What are you thoughts on branded content? Under handed or inspired?

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by: Charley Caines

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