Comments on: Branded Entertainment http://blog.fivebyfivedigital.com/2009/11/branded-entertainment/ Just another WordPress weblog Thu, 09 Sep 2010 00:15:57 +0000 http://wordpress.org/?v=2.6.5 By: Mark Weeden http://blog.fivebyfivedigital.com/2009/11/branded-entertainment/#comment-38475 Mark Weeden Wed, 04 Nov 2009 09:31:03 +0000 http://blog.fivebyfivedigital.com/?p=712#comment-38475 A great post Graham and one that brings me back to multiple conversations I’ve had with various people on branded entertainment vs sponsorship. I've often found it difficult to come up with any solid examples of branded entertainment that really stand apart from sponsorship packages. For me branded entertainment has to be where the brand is synonyms with the entertainment element... Therefore the likes of the Coca Cola champion’s league or the O2 arena don't really cut it as the brand can easily be replaced with no impact on the sports or venue. Where I've seen this really work and it's the only example that everyone I've spoken to on this subject goes "Oh yeah!” is with the Red Bull Air Race. They created an event that matches their brand personality and made it their own. Volvo Round the World yacht race and perhaps the BUPA great south/north run I see as other examples of Branded entertainment working well (why all sports?!). What are your thoughts, where does a sponsorship deal become branded entertainment? Is it just a case of semantics or is it a perception shift in the public’s point of view where the brand and event/entertainment become inextricably linked? Outside of the sports/events field what other examples do you think achieve this? A great post Graham and one that brings me back to multiple conversations I’ve had with various people on branded entertainment vs sponsorship.

I’ve often found it difficult to come up with any solid examples of branded entertainment that really stand apart from sponsorship packages. For me branded entertainment has to be where the brand is synonyms with the entertainment element… Therefore the likes of the Coca Cola champion’s league or the O2 arena don’t really cut it as the brand can easily be replaced with no impact on the sports or venue.

Where I’ve seen this really work and it’s the only example that everyone I’ve spoken to on this subject goes “Oh yeah!” is with the Red Bull Air Race. They created an event that matches their brand personality and made it their own. Volvo Round the World yacht race and perhaps the BUPA great south/north run I see as other examples of Branded entertainment working well (why all sports?!).

What are your thoughts, where does a sponsorship deal become branded entertainment? Is it just a case of semantics or is it a perception shift in the public’s point of view where the brand and event/entertainment become inextricably linked? Outside of the sports/events field what other examples do you think achieve this?

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