Branded entertainment has become an increasingly popular strategy for businesses to connect with their audience in a unique and engaging way. Unlike traditional advertising methods, branded entertainment weaves a brand's message into the content itself, creating a more organic and enjoyable experience for consumers. Let's explore some captivating branded entertainment examples that are not only engaging but also effective in enhancing a brand's image and extending its reach.
Red Bull Stratos
The energy drink giant, Red Bull, is renowned for its innovative branded entertainment campaigns. One of the most successful was the Red Bull Stratos project in 2012. This space jump involved Austrian skydiver Felix Baumgartner breaking the sound barrier and setting the world record for the highest free fall. The entire event was live-streamed and was an excellent opportunity for Red Bull to showcase its brand philosophy of pushing human boundaries.
Content Integration
The brand seamlessly integrated its identity into the project. Red Bullponsored the mission, named it after its signature beverage (Stratos), and even designed the space suit with its logo prominently displayed. The video of the jump has over 50 million views on YouTube, proving the power of this branded entertainment strategy.
Social Media and Engagement
In addition to the live stream, Red Bull maintained a strong social media presence during the event. Fans could engage with the campaign through live tweets, a dedicated contest (Red Bull pilots), and real-time updates. The pre-event buildup and post-event discussions further extended the campaign's lifespan, solidifying Red Bull's place as a sponsor of extraordinary human achievements.
Netflix and Branded Shows
Netflix, the world's leading streaming platform, has been producing original content since 2013. However, Netflix has also explored branded entertainment through its partnerships with sponsors. One notable example is "Minority Report," a TV series based on the 2002 film, which was co-produced by Fox. Despite the show's cancellation after one season, it provided valuable insights into creating brand-based content.
Product Placement
Throughout the series, Netflix strategically placed various brands, with Fox-owned brands, such as Moby Motors and Chinglish, appearing more frequently. The New York Times even suggested that the presence of these brands may have influenced the show's storylines. This is a classic example of content integration, where brands become an essential part of the narrative.
Interactive Storytelling
Another Netflix show, "Black Mirror - Bandersnatch," offered viewers an interactive experience where their choices affected the story's outcome. Although not a traditional branded entertainment example, this interactive storytelling approach gives brands new avenues to engage consumers in immersive, choice-driven narratives, enhancing the overall viewing experience.
Colgate - "Share a Smile"arga
Colgate's "Share a Smile" campaign is an excellent example of branded entertainment that emphasizes social responsibility and community engagement. The campaign, developed by Ogilvy & Mather Paris, aimed to raise awareness about poor oral health in underprivileged communities.
Community Engagement
The brand transformed seven old vans into mobile dental clinics, distributing them to seven countries with poor dental care. Each van, named "Les Voitures Souriantes" (The Smiling Cars), provided free dental care to those in need. This distinctive branded entertainment strategy allowed Colgate to share its message in a hands-on and socially conscious manner.
Storytelling and Sharing
The campaign's heartwarming stories were shared extensively on social media platforms, with video content, before-and-after photos, and emotional stories demonstrating the positive impact on recipients' lives. The campaign was a success, with Colgate receiving worldwide recognition for its commitment to social responsibility and oral health.
As these branded entertainment examples illustrate, there's no one-size-fits-all approach to storytelling. Successful campaigns weave brand values into compelling narratives, tailored to resonate with specific audiences. By embracing this approach, brands can create lasting connections with consumers, fostering loyalty and advocacy. So, as you consider your brand's next move, think beyond traditional advertising and explore the endless creative possibilities of branded entertainment.
