That's Brand Entertainment!

Neil Dawson
TBWA\London.
Mike Hall
Hall & Partners

At the end of 2004, Lynx held a live music concert north of the Arctic Circle. Much of the site infrastructure was made of ice from the bar to the crowd barriers and an audience of 300 competition winners enjoyed a show featuring acts like Faithless, The  Thrills and Shaznay Lewis. The show wasfilmed by Channel 4, and a one-hour special screened in its youth slot, T4. Lynx's budget for this was 'into seven figures' [1].

This is an example of the growing trend towards what the industry calls brand content. We prefer the more active and meaningful definition 'brand entertainment'. While one can only marvel at the logistics involved in running a multimedia event at 30c, it raises fundamental questions for brand owners, marketers, planners and researchers alike: how does it work, what are its effects, and how do you measure them?