Branded entertainment

The multitude of communication channels we enjoy today means that brands are diluted in a morass of information from which it's difficult to stand out. Many market the same product, and many also edit and manage their content within the same scope. How can brands stand out to consumers in this context? Without a doubt, by offering added value that surprises them. A good option in this regard is branded entertainment , which represents a step beyond branded content. The emergence of branded entertainment is related to what is known as the attention economy. That is, the approach to the need to get consumers to devote at least some of their time and attention to our brand . And this doesn't involve selling them something, but rather offering them an added bonus that interests them and therefore makes them relate more to the brand. This generates more engagement than with branded content. In short, branded entertainment focuses on creating branded content based on entertainment techniques , such as the launch of series and films. In this way, an alternative and engaging experience is offered to consumers, which improves their image of a particular brand. One of the types of branded entertainment that more brands are embracing recently is gamification . This involves the use of game-like techniques in a non-gaming environment, with the aim of appealing to users' emotions and behaviors in a fun way. This motivates people, ultimately creating a high level of commitment and engagement with the brand that provides this experience. Some international brands have long been working on organizing cultural and leisure activities as a way to achieve strong positioning in the minds of their potential consumers , rather than as a core business. These activities include festivals, workshops, and music or theater venues. Furthermore, sponsorship of specific activities by large companies is increasingly becoming established as a means of achieving commercial activation by improving their awareness. In short, online marketing experts advocate for a complementarity between branded content and branded entertainment to differentiate brands from the competition by offering consumers the most complete and engaging experiences possible. Furthermore, this boom in branded entertainment seems poised to turn brands into the major entertainment platforms of the future.