Engaging Consumers through Branded Entertainment and Convergent Media

Abstract

Branded entertainment is gaining momentum within marketing communications strategy. Blurring the lines between advertising content and editorial content branded entertainment provides both advertisers and consumers with highly engaging branded media content that benefits them in a synergetic way. On the one hand, consumers can access free entertainment content such as online movies, video games or music. On the other hand, advertisers can reach committed audiences seeking for fun to target them brand messages in a non-intrusive advertising context. Using the so-called hybrid messages – like product placement, advertainment or advergames – advertisers can develop engaging brand communications providing entertainment value for consumers. This entertainment value can enhance consumer attention to the message, increase time exposure to the brand, and improve brand recall and brand attitude for those brands embedded in branded entertainment products.