Branded entertainment

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Branded entertainment is the further development of product placement and thus a means of marketing communication . Branded entertainment is used when the plot of a media product ( film , television series , video game , lyrics , book ) primarily serves the purpose of staging certain products, which is usually the case when the content was produced by the brand itself. Branded entertainment can be differentiated accordingly with regard to the goal of the production of product placement.

If the products are only placed visually and verbally in the corresponding external media content in the case of product placement, in the case of branded entertainment the content is produced by the company behind the product or the brand. An example of this is the music video Supergeil (feat. Friedrich Liechtenstein ) by Edeka or the short film Coca-Cola Polar Bears Film from 2013 (produced by Ridley Scott ).

Web links

• Branded Entertainment - Buzzword Business is looking for a comment from Volker Schütz on HORIZONT.NET

Individual evidence

1. ↑ EDEKA Supergeil (feat. Friedrich Liechtenstein) on YouTube .
2. ↑ Coca-Cola: Coca-Cola Polar Bears Film 2013 produced by Ridley Scott . December 31, 2012.