Following the rejection of conventional advertising by consumer, branded entertainment arises, a type of advertising that before selling consumer needs to be captivated, entertained and we have to make them enjoy. The branded entertainment is not new, certain brands have used for many years. The novelty of this technique is that it is becoming increasingly known and used, because, above all, the technology that enables the creation of major campaigns while spending less.
The branded entertainment is the content created by a brand that is usually distributed through the appropriate channels for that. Because the brand knows the content it wants to convey, creativity increases and the brand can be displayed artfully or as the main character in the plot. The most famous brand that started this technique was BMW Films, which created a sequence of films lasting approximately 10 minutes on the Internet issued in 2011. These films were produced with leading actors and directors from Hollywood and the results were impressive. Bewildered, what are the keys to creating a better branded entertainment?
1. Tell your story with your particular voice, know yourself and communicate your biography with your clients and others.
2. The branded entertainment is not interrupting consumers with insistent message about your brand; you have to reach your audience with content that is of its interest.
3. For a good branded content should not neglect the engagement. Without engagement, we will not get the ROI.
4. Lose the fear of granting the authority of your brand. As a company, we have to provide the content that we believe is the most valuable, but we must recognize the possibility that our customers may be able to design a superior content. We must not abandon the opportunities arising from the co-creation.
5. In the agencies get used to the belief that ideas are only one brand. Wrap the consumer, the producers and all those involved in the project of branded entertainment.
6. Although the content is paramount in branded entertainment, the most important is to know your target audience and to research what really interests him. Only this way will deliver a relevant and entertaining content to our consumers.
7. If you are looking for your branded entertainment is considered valuable or important, ask yourself if it contributes in any of these three components: educational, fun and entertaining.
8. If you are a producer, a television channel or website, branded entertainment it is important for you.
9. Do not consider Social Media as just a fad. After your content has lost the initial popularity, scoop out to your website, to YouTube, to your page on Facebook, to Twitter, etc. for consumers so they can continue to locate you.
10. The product placement is one thing and the branded entertainment is another, do not be obvious when giving your message.
The key is in entertainment before a sale, in a seductive communication not a tax one, commercial looking but not credible, that is the key for a successful branded entertainment.