The brand entertainment and product placements are two marketing strategies that have become important tools in modern advertising books. While both approaches involve the involvement of a brand in entertainment material, their methods, goals and effects vary.
In order for brands to make appropriate decisions on how to contact the audience throughout history, it is necessary to understand the nuances of these two strategies.
Towards the end of this blog, you will have a clear understanding of how to use each approach to how brand entertainment and product placements vary, their unique strength and maximum impact.
What Is Branded Entertainment
Tagged entertainment is a form of advertising where a brand creates its content as an integral part of the storytelling. Instead of appearing within just the content of others, the brand takes the center step, which acts as part of the story.
This strategy is outside showing a product so that the brand can weave the identity of the emotions, values and topics of the material.
Examples of Branded Entertainment
- The Lego Movie
A prime example of branded entertainment, The Lego Movie transcends being just an advertisement by delivering a fully-fledged cinematic experience. The movie celebrates the brand’s ethos of creativity and play while thrilling audiences worldwide.
- Red Bull’s Documentaries and Extreme Sports Content
Red Bull has effectively transformed its image into a lifestyle brand through branded entertainment. By producing original films and videos showcasing extreme sports, Red Bull promotes its values of thrill and adventure.
Branded entertainment works when the content resonates so deeply with the audience that the marketing message feels secondary to the story.
What Is Product Placement
Product placement, on the other hand, is a subtler approach. This strategy involves integrating a brand into already existing content as part of the background or narrative—but without becoming the focal point.
Rather than driving the story, the brand is featured in a way that enhances the realism or context of a scene, connecting with the audience on a subconscious level.
Examples of Product Placement
- Coca-Cola in Stranger Things
Coca-Cola isn’t at the forefront of the Stranger Things story, yet its clever placement of retro Coke bottles in the show transports audiences back to the 1980s, reinforcing the nostalgic aesthetic.
- Audi in Marvel’s Avengers Series
Audi’s appearances in Avengers movies provide Tony Stark with luxury, cutting-edge vehicles that match his billionaire persona.
Product placements work when they feel natural, blending seamlessly while subtly reinforcing brand awareness.
Branded Entertainment vs Product Placement Key Differences
Now that we understand what each approach entails, it’s time to break down their fundamental differences.
1. Integration Within Content
- Branded Entertainment
The brand becomes part of the story, often taking center stage. It plays a starring role in the plotlines and themes, creating content synonymous with the brand itself.
- Product Placement
The brand is woven into the content but remains secondary to the narrative. It may appear on a billboard, as part of a scene, or in the hands of the characters.
Example: Compare The Lego Movie (branded entertainment) versus an action hero sipping a Coca-Cola mid-scene (product placement).
2. Depth of the Brand Message
- Branded Entertainment
This approach allows in-depth exploration of the brand’s values, vision, and identity. It seeks to create a lasting emotional connection.
- Product Placement
The focus here is on enhancing brand awareness and recognition through subtle, visual cues.
Example: Red Bull’s documentaries celebrate pushing limits (branded entertainment), while a casually placed Starbucks cup on a show can simply remind the user of their morning coffee (product placement).
3. Audience Engagement
- Branded Entertainment
By engaging deeply with viewers, branded content often immerses its audience, making it more memorable.
- Product Placement
Product placement relies on being subtle but visible enough to build brand associations without distracting from the primary content.
Example: A film solely produced by a brand (branded entertainment) creates stronger emotional ties than a product simply appearing on a table (product placement).
4. Cost and Resources
- Branded Entertainment
Branded entertainment typically requires significant investment since the brand is responsible for the production, distribution, and promotion of original content.
- Product Placement
Product placement is often more cost-effective since it involves negotiating spots within existing productions rather than creating new content.
Example: Producing a documentary or short film costs more than sponsoring a scene in a popular TV show.
When Should You Use Branded Entertainment or Product Placement
Deciding between branded entertainment and product placement largely depends on your objectives and available resources.
Choose Branded Entertainment When
- You want to tell a deeper story about your brand to foster emotional connections.
- Your budget allows for content creation, distribution, and promotion.
- You aim to appeal to audiences in a more immersive and creative way.
Choose Product Placement When
- You want to increase brand visibility in established entertainment content with dedicated audiences.
- You have a tighter budget but still want to connect with viewers.
- Your main objective is to subtly build brand affinity or reinforce brand recognition.
Trends in Branded Entertainment and Product Placement
Both branded entertainment and product placement evolve alongside advancements in technology and shifts in consumer preferences.
- Virtual Reality (VR): Brands are experimenting with VR to allow viewers to experience products firsthand.
- Interactive Content: Think of Netflix’s Bandersnatch-style storytelling, with brands incorporating their message into interactive stories.
- Streaming Services: With services like Netflix and Hulu dominating the industry, expect content integrations to become more prevalent in these platforms.
Create Your Own Winning Strategy
Tagged entertainment and product placements are both powerful market equipment – but the success lies in the strategy behind their use. When you understand their unique characteristics, you can choose the approach that matches your goals, audiences and resources.
Whether you weave your products in a blockbuster movie clothes or build a mini-series to immerse your audience in your brand, both strategies provide development opportunities.
If you are ready to lift your brand through a creative story, you can start evaluating your goals and do not hesitate to reach marketing experts to develop your right strategy
