In the past advertisers and consumers played a game of hide and seek; brands strategical placed their products in television show or movies seeking to advertise to the hiding consumer.
However, this game of hide and seek is not as relevant or applicable due to the increase of exposure of advertisements. In the 1970s, we were exposed to 1,600 ads per day. Today, we are exposed to over 5,000 ads per day (Johnston, 2014).
Brands have gotten more strategic and innovative of how to increase this exposure even more. This resulting in branded entertainment, which may be the tactic that ends the game of hide and seek
Since branded entertainment is a new term, scholars have debated coining a specific definition.
Brian R. Kinard, a professor at UNC-Wilmington, defines branded entertainment as an “integration of brand-specific information into media content that consumers use for entertainment purposes.”
PJ Perenia, Co-founder of Pereira & O’Dell, said, “branded entertainment is the ambitious initiatives where companies dare to create interesting content people actually seek.”
However, scholars do agree that the basics of branded entertainment is the merging of entertainment and advertisement. Brands are using branded entertainment to increase revenue by establishing brand loyalty and long-term relationships.
Video Games, movies, and tourism have all been at the forefront.
Dr. Kevin Wise, a researcher at University of Illinois, said “a type of branded entertainment is advergames, which is a videogame designed around a brand.”
If an online travel company creates a travel themed advergame, Wise found that the consumer attitude toward the brand increases if the game is fun.
Like videogames, movies are also utilizing branded entertainment.
In 2014, Lego created a movie derived from plastic toy characters. Thomas Bayer, an expert in children media, said that the Lego Movie “was an excellently crafted, entertaining ninety-minute advertisement.” Lego engaged emotionally with their wide audience by relying on the nostalgia of parents and having children see a message that everyone is special.
Just as brands have effectively used entertainment platforms like videogames and movies to advertise their products, the tourism industry is as well. Filming movies in a hotel is a type of branded entertainment that can have an emotional appeal on consumers.
Home Alone II: Lost in New York filmed over half the movie at the Plaza Hotel in New York. Now, when a consumer is booking a hotel in New York, the Plaza is more likely to come to mind as they have built up brand loyalty through this movie.
Wise said, “where technology enables consumers to control what, where and when they experience their entertainment, traditional methods of reaching audiences aren’t enough.”