Brand integration deals have gone beyond a product being an integral part of a story line and having significant on-camera time. Exclusive Branded Content is being delivered to brand partners as added value, further leveraging their participation in a specific project while increasing ROI. So how does it work?
During filming (more prevalent with TV shows and web series), this content is created and produced with the brand partners input. Essentially, the content is a promotional spot for the product, leveraging (implied endorsement) the partnership with the entertainment property. The format of the content will vary, depending on the project. Since this content is usually re-purposed online (brand web-site, Facebook, blog, etc.), "webisodes" is a terminology that is often used. It can also be in the form of a :15sec or :30sec spot that a company can post on YouTube and/or their web-site. What about an Informational (Infomercial) type spot? Why not? The key when creating this content is to produce something that is fresh and innovative, connecting with consumers on a more personal level.
Brands are always looking for ways to increase the effectiveness of their integration deals. Studios and production companies are all about incremental impressions for their properties. Let's face it, both parties at the end of the day want to increase their sales! As far as Exclusive Branded Content goes, it is definitely a "win, win" scenario for brands and producers.
Brands are always looking for ways to increase the effectiveness of their integration deals. Studios and production companies are all about incremental impressions for their properties. Let's face it, both parties at the end of the day want to increase their sales! As far as Exclusive Branded Content goes, it is definitely a "win, win" scenario for brands and producers.
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