Branded Content

Branded content is a relatively new form of advertising/PR medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. Branded content is essentially a fusion of the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality.

Unlike conventional forms of entertainment content, branded content is generally funded entirely by a brand or corporation rather than, for example, a movie studio or a group of producers. Branded entertainment is used in events, installations, film, video games, music, the internet, and television.

This notion of an advertiser or company producing media which is engaging for the consumer in order to sell more products has been around for decades. The term branded content, however, really took hold as a new marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs. It featured a series of short films by Hollywood “A-List” directors, with the BMW car as the real star of the action.

The popularity of these films spurred other marketers to create films, music, games, interactive content and real-life events, which merely exists to entertain and educate the consumer, keeping their attention long enough to market a product or service. In this way, both advertisers and consumers come away satisfied.

Product placement and incorporating products into entertainment mediums have become an essential marketing tool in this age of TiVos, DVRs (digital video recorder), and Astro B.yond (HDTV in Malaysia). These recording devices allow viewers to simply fast forward through commercials, making traditional television advertisements seemingly useless to market products.

Today, marketer support has spread to include sponsoring events, creating video games, and creating online webisodes both the brand and network’s website can use. Big-budget films e.g. Transformers 4 are obviously an incredible medium for product placement, however when considering branded content as a whole it is often more profitable for companies to consider the whole spectrum – radio, television, podcasts, blogs, and so on.

The most successful branded content programs are able to blend the advertising message in a seamless and transparent fashion, literally making it a part of the storytelling.

In January 2008, the Branded Content Marketing Association  (BCMA) conducted a study which shows just how effective branded content is when comparing it to traditional advertising. Over one-third of people were skeptical about traditional ads and only one-tenth trusted the companies producing such adverts. The study concluded that “in the overwhelming majority of cases consumers preferred the more innovative approach compared with traditional advertising”.

Another 2008 study, over 95% of the time, web sites that feature branded content were more successful than web sites featuring typical advertisements, and are 24% more effective at increasing the purchase intent of viewers.

Producing one short branded content film is simply not enough and follow up films are a necessity.


Chaen-Santy Media Group does digital branded content  is essentially a fusion of the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality.

A good example of digital branded content.. that is going viral.

“SUBARU “WRX STI vs StickBomb”

 https://www.youtube.com/watch?v=PvQ9InhEKu0

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And, the meticulous making of “SUBARU “WRX STI vs StickBomb”

https://www.youtube.com/watch?v=ZXOhyn1Lq54

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