The "Trend" of Branded Content: A Review of "Pom Wonderful Presents: The Greatest Movie Ever Sold" - Sam Zises

quotIn this instance Morgan Spurlock who directed and appears in the documentary and wrote it with Jeremy Chilnick seeks to pull back the curtain on a trend called branded content which is reshaping popular culture by blurring the line between entertainment and advertising in realms like movies TV shows songs video games and online gamingquotamp160Stuart Elliot NYTimesWhen I first read Mr Elliott39s piece I was immediately perturbed at the thought that this marketing discipline was simply a passing trendBefore publicly denouncing one of the most respected ad columnists in the world I secretly Googled the word quotTrend n a general direction in which something is developing or changingquot GoogleAfter some thought I decided that I actually agree with Mr Elliott Trend not to be confused with quottrendyquot appropriately describes branded contentHaving spent the last four years developing branded content I39ve noticed one constant change This change or trend is not related to development strategies or the content itself The constant change goes no deeper than the vocabulary we use to describe contentAs a member of several trade organizations including the 4A39s Branded Content Committee formally The Entertainment Marketing Committee I find it interesting to hear industry leaders debate how to measure the ROI of branded content and how to define this medium to both the outside world and advertising community at largeIn an effort to add structure and uniformity to this debate OgilvyEntertainment is currently preparing a glossary of keywords to help streamline the vernacular In the meantime 4A39s defines branded content as quota marketing discipline that seeks to align a brand with content codeveloped by a marketer and media partnersquotInsiders struggle with whether to use titles like quotbranded contentquot quotbranded entertainmentquot or quotentertainment marketingquot With distributors advertisers and content creators working more closely than ever across this constantly evolving fastgrowing discipline a consistent vocabulary is crucial to effective communicationIn his selfproclaimed quotDocbusterquot Spurlock examines the power of branded content with help from some of the most wellknown industry executives of our time Richard Kirshenbaum Jon Bond Michael Kassan and Ben Silverman among others Spurlock39s incontrovertible demonstration of a McDonald39s quotdietquot made quotSuper Size Mequot a gamechanger in fast food In quotThe Greatest Movie Ever Soldquot Spurlock similarly makes obvious what has always been true brands and entertainment are interdependent inseparable one and the same and that39s never going out of styleWeeks prior to the theatrical release quotPom Wonderful Presents The Greatest Movie Ever Soldquot had already garnered 23 million Google search results 18 thousand YouTube search results and more than 900 million online media impressions with stories covering the film TEDTalkamp160These metrics donamp8217t necessarily all translate into brand impressions but from a low spend of 50000 for Ban Deodorant all the way up to 1000000 for Pom Wonderful brands like Mini JetBlue Hyatt Old Navy Sheetz Merrell Carmex and others are all getting good play While itamp8217s too early to make calls on the ROI my lasting impression was of complex honest brilliant branded contentSam Zises is Group Marketing ampamp Business Development Manager at OgilvyEntertainment Sam can be reached at samzisesogilvycomor via his blog at wwwsamzisescomRead all Sam39s MediaBizBloggers commentaries at TWEED by OgilvyEntertainmentCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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The "Trend" of Branded Content: A Review of "Pom Wonderful Presents: The Greatest Movie Ever Sold" - Sam Zises

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