Despite several impressive examples of branded entertainment, like Red Bull’s events, SC Johnson’s ‘Glade Museum of Feelings’, and even the latest installment in the Lego movie series (Lego Batman), it appears that many are still trying to determine what branded entertainment offers that traditional media channels do not, and how it should be used to build a brand, especially as most non-marketing people will describe it as advertising. Well, let us help clear things up. Read this paper for case study illustrations and useful tips for developing a successful branded entertainment campaign.
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