The Rise of Branded Content and the Fall of Ads. Watch viral video: Subaru WRX STI vs. Stickbomb

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

Screen Shot 2014-07-11 at 9.42.10 AM

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

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

Screen Shot 2014-07-11 at 9.13.09 PM

Published by

Robert Chaen

Global CEO-Founder of ChangeU and Movsha Movers & Shakers, Hero-CEO Whisperer, Writer, The #1 Alpha Change Expert, Father of Asian FireWalking Robert Chaen is an International Keynote Speaker, writer, researcher, and corp games designer. He is famously known to be the “Hero-CEO Whisperer”, 1-on1 coaching with many CEOs and Celebrities for corporate strategies, staff & office political issues, personal branding, and even public figure OSHA safety drilling called Drager Defense. He has transformed CEOs and managers in Coca-Cola China, TVB Hong Kong, Cathay Pacific, Hong Kong Airport Services, VADS, TM, Public Bank, Auditor General's Office Maldives, etc. He is the prolific creator and online Author of innovative management tools such as DragonCEO, Diamond Leader, Papillon Personal Effectiveness, OSHA Drager Defense, KPI Bank, etc. He is also the Founder of Movsha, an international networking with monthly mingles with MOVers & SHAkers, Angels, Entrepreneurs, CEOs, Celebrities, HR-PR-CSR, HODs, and the Most Influential IDEA people. ​Chaen is widely considered as one of the top International Platform Keynote Speakers for Resorts World Genting Senior Management Conference (Manila), 7-Eleven HK, Samsung, Coca-Cola China Mini-MBA @Tsing Hua University, Cathay Pacific, Hong Kong Jockey Club, The Story Conference where he interviewed Datuk Kamarudin (Chairman of AirAsia) and Siti Nurhaliza. He has been widely featured in TVB, AWSJ, CNBC, SCMP, The Star, and Sin Chew. As “The Father of Asian FireWalking”, he coached TVB celebrities (Ekin Cheng Yee-Kin) to walk on 650°C fire; and raised HK$68M in the world’s 1st and only live TV Charity FireWalk (TVB Tung Wah Charity Show), before Tony Robbins even came to Asia. If Robert can get you to walk on 650⁰C fire, he can inspire you to be THE BEST. He champions CN-HK-EU-US Tycoons to be philanthropic, and to be angel investors to support the next generation of Jack Mas, Steve Jobs, Richard Bransons, Steven Spielbergs, or Barrack Obamas. With some slick motivational speakers with fake doctorates out there, graduates often describe Robert to be "the most credible, empowering, truthful Coach" who believe in his graduates to believe in themselves. ​However, clients have described Robert as "The #1 Cool Badass Alpha Change Expert". He has the coolest first class stature, rapport and trust from clients. He will not hesitate to tell the badass truth ever so gently because clients are paying him big bucks to reveal the truth, find solutions, persuade the hostile HODs, and align cross-teams within the organization. Originally based in Hong Kong for 20+ years, he had worked with top Branding/Ad agencies at J Walter Thompson and Leo Burnett, and was a certified FranklinCovey (7 Habits) in USA, and NLP MasterCoach (USA). His warmth is known to soften the most hardened, resistant sceptics. He will inspire your team to Go for Top 1, or to be a Dragon CEO. With boundless energies, Robert owns 15+ successful business Joint-Ventures, and created unique products under his global VC network called Chaen's Angels VC. He is deeply passionate about ChangeUTH Youth CSR, Science-Based Medicine (vs. quackery), short films and Reality TV. Touched by a personal tragedy through the loss of his HK-born Portuguese wife, co-coach and business partner, Brenda José of 18 years, Robert explores the many ways in which the spirit world is communicating with the living with real scientific studies and evidence. He gives inspiring conferences on The Secret Afterlife.

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