• Adweek, Tuesday, May 13, 2008 10:15 AM

Television networks are increasingly using branded-entertainment to distribute corporate-responsibility campaigns and to create deep relationships with "do-gooder consumers." For instance, MTV is running an MTV-branded music video decrying sweatshop labor and plans to release a branded animated film against human trafficking. Others using this tactic include Boost Mobile, the Microsoft Network and Virgin Mobile USA.

Branded content "creates an emotional bond with the consumer and the brand message that a 30-second ad can't," said Bill Hilary, president of Magna Global Entertainment. Gayle Troberman, digital marketing guru at Microsoft, says social responsibility branded-entertainment marketing: "is going to be the next big wave of content and marketing investments."

Read the whole story at Adweek »