Today, integrated marketing continues to evolve better ways to present brands to audiences. With Branded Content, the brand is organically integrated into a story in which the customer can interactively participate.
BC (Branded Content) History
1903 Opera Serves Coca-Cola
Branded Content is at least 106 years old, since Lillian Nordica (1857-1914), the legendary opera singer first appeared on a Coca-Cola tin ad sign used here as a visual for her live performance on February 9, 1903 in New York City, Metropolitan Opera Orchestra, Alfred Hertz conducting, recorded on a Lionel Mapleson cylinder.
Was Coca-Cola served in the opera house? Yes.
Popeye
Introduced by Betty Boop in the 1930s, Popeye the Sailorman grew into an icon of branded entertainment, helping sell an amazing array of products:
Buitoni Pasta – a Popeye-shaped spinach macaroni
Minute Maid Orange Juice – partnering with Bluto!
Bally Video Game – Popeye Saves the Earth
Popeyes Chicken & Biscuits – But No Spinach (boo!)
Dr. Pepper – He sang in a commercial, “I’m Popeye the Pepper-man!”
Earth – Popeye cleans up coastal pollutionl and makes Olive Oyl happy.
U.S. Postal Service – the Popeye comic strip became a commemorative stamp
Flamengo (Rio de Janeiro) – Popeye is the mascot for the most popular soccer team in the world (over 50 million fans worldwide).
The Radio Soap Opera
This
episode from June, 1941 featured a big P&G (Procter & Gamble)
Promotion – note the clever integration of dramatic and promotional
characters.
First, a man and woman are heard in the dramatic portion of the ongoing, episodic drama, The Guiding Light.
Then, the program announcer (and pitchman) gets into a mock argument with a female “customer” about the fantastic prizes being offered to lucky winners.
During this period, major brands such as P&G, General Mills and Bristol Myers had key executives living on "The Coast" and working directly with Hollywood.
To Be Continued...
H+A Branded Content
...linking marketing and storytelling
Marketing - the brand is organically integrated into a narrative story presenting the brand strategically and seamlessly, including call-to-action.
Storytelling - entertainment moves an audience emotionally, employing the best storytellers from film, television, Internet, tablet and mobile.
Current Project: Breaking the Code
"Lives weigh in the balance. This is intensely dramatic material," says Mark Jonathan Harris, Director (and winner of three Oscars for Best Documentary)
Breaking the Code is a Sponsored Web Series with each episode featuring a heroic, actual patient enrolled in a dramatic clinical trial of a new DNA-based therapy. Each story follows a pioneering research scientist treating the patient using this new breakthrough therapeutic made by an emerging biotech company or academic medical center. (A feature length documentary film will be released at the conclusion of the branded content series.)
Portfolio: Travel & Tourism * Sports * Healthcare * Career Coaching * Media
Destination: Sponsoring Brand: Distribution:
Format: 30 Minute Television Series Episode: Freeze Frame
A traveling writer learns how to make a video of his trip to Tahiti.
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Destination: Sponsoring Brand: Distribution:
Format: One Hour Television Series Episode: Freeze Frame
A traveling journalist learns how to take exciting photos of his adventure in the mountains of Switzerland.
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Destination: Sponsoring Brands: Distribution:
Format: One Hour Television Sports Special Event ESPN, ESPN2 and ESPN International Tahiti's Hawaiki Nui Va'a is a three-day open ocean outrigger canoe race. It's like our Super Bowl, and the coverage included cultural and tourism-related content as well as the big racing event.
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Sponsoring Brand:
Format: Short Documentary Online Distribution City of Hope focuses on breakthrough biomedical research to build awareness for its new brand position, "Science Saving Lives."
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Sponsoring Brand: Currently Seeking
Barb Garrison, the former Marketing & Sponsorship Director for the legendary Beverly Center shopping center at the crossroads of Beverly Hills and Hollywood in Los Angeles, California has reinvented herself and created her dream job as a highly sought after Life & Career Coach http://internalgroove.com/ specializing in career burnout.
In this video, Barb reveals how she found her own Internal Groove and how each person's can be found. In development now are online coaching processes to provide help 24/7. Sponsorship opportunities are available at this time.
For more information email: ig@hartnettandassociates.com
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Sponsoring Brand:
Format: Movie Theater Distribution Throughout Circulation Area The Long Beach Independent Press-Telegram created in-theater films to promote their Special Sections, in this case - Classified.
Sponsoring Brand:
Format: Movie Theater Distribution Throughout Circulation Area The Long Beach Independent Press-Telegram created in-theater films to promote their Special Sections, in this case - Neighbors.
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