Content is defined as audio and/or visual information that is consumed through mediums such as film, music, television, Internet, games, live events or in print. Branded Entertainment Content is new content that is inextricably linked to a brand. The brand’s essence serves as the inspiration for the content, the raw material that is creatively transformed into a story. Branded Entertainment Content is an asset, just as traditional entertainment content is recognized as a capital asset that has lasting value.
Hellogroup’s new branded entertainment content division, lead by
Randy Lippert, is a Scandinavian based branded entertainment department within
Hello Group A/S ; already known as a highly innovative and progressive company with a proven track record in traditional marketing & advertising, Web-TV, Web Design, Web management, interactive content and more. This new department is being created to lead the Scandinavian market in developing brand-based content and marketing programs for the world’s most innovative advertisers. And yes - I did write "lead".
Branded entertainment represents the combination of traditional marketing, entertainment content and branding tactics.
Hello will offer to our agency clients and to “outside” brand managers a fully integrated one-stop-shop solution from the entertainment strategy and creative development to the production and distribution of branded content and programs. Hello will collaborate directly with these clients to supplement, not replace traditional advertising initiatives, building full service branded entertainment programs inclusive of marketing services, development, production and distribution. The department will act as a bridge between the different
Hellogroup divisions, companies and personnel to create branded entertainment programming for a variety of platforms, including film, television, digital video, the Internet, interactive games, magazine (content) publishing, live events and other traditional print mediums.
Hello will create original and proprietary entertainment assets that will enable consumers to experience the brand’s equity and character through storytelling.
Executive Summary
Hello will develop and produce integrated marketing programs that combine traditional entertainment with a brand’s key message(s), creating a highly efficient and cost effective means of communicating with its target audience. The core asset of these marketing programs is branded content (Film, TV, Games, Internet, Advertising, print publishing), which in order to make an impact, must balance the “art of entertainment” with the “commerce of advertising”.
Hello will specialize in providing an entertaining and informative experience that will:
* Capture audience attention
* Build Consumer awareness and loyalty
* Maximize the combined power of traditional and alternative media channels
* Provide an economic alternative to traditional advertising
* Provide an active experience that delivers a lasting impression on the audience
* Create “stand alone” entertainment assets
As is the case with traditional entertainment, branded content must be accompanied by an integrated marketing strategy (advertising, PR, promotions, events, online) to increase awareness, create buzz and establish a dialogue with the consumer. In parallel to the marketing of branded content, both traditional and alternative distribution channels are used to deliver the entertainment to a highly targeted, desired audience.
Our approach will be that entertainment is one of the most efficient and effective medium for delivering key brand messages. Quality programming causes the consumer to embrace the brand on an emotional level, thus, establishing credibility and providing a platform from which to deploy traditional marketing tools. These promotional initiatives reinforce the consumers’ association with the brand and provide a feedback loop via the web and other direct response channels – of which
Hello is extremely equipped to quantify and manage – thus creating an ongoing communication between the consumer and the brand that leads to trust, loyalty and a consumer for life!
As this integrated marketing approach continues to emerge and business opportunities become apparent, we will be poised to define the creation, growth and movement in Scandinavia and further exploit its proactive, first-mover advantage. Hello will offer a diverse set of services to brands including the development and production of branded content as well as the deployment of traditional and alternative forms of marketing and distribution, all of which are blended into a cohesive turn-key one-stop-shopping solution that addresses the brand’s marketing objectives.
Hello can take full advantage of all of its marketing and creative services to offer maximum marketing reach to its clients and become a global market leader in this emerging industry.
Nothing less will do - but you must know that by now :-)
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