Stretching The Idea Of Branded Entertainment

Ad Age, Monday, June 25, 2012 10 AM
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Great work being done in the field of branded content is in areas not typically associated with branded content: user-generated stories, events, out-of-home media, gaming and music are examples Of 800 pieces of work entered for Lions as branded content, about 10% made the so-called ShortList. Only a quarter of those 84 finalists represented an original scripted or unscripted web or TV series, or an integration into existing programming. These included a song created by the Colombian military aimed at 16 hostages with radio access that delivered a message of hope via morse code; and Nissan's and PlayStation's GT Academy, which turned video-game players into professional race-car drivers.

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