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Festival of Branded Content and Entertainment

Sydney, 2-3 October 2013
Recognising the importance of branded content and entertainment in connecting brands directly with customers.

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Article

This event report provides a case Study of Boost Mobile's "Stay Living" campaign. In an effort to engage 18-25 year olds, the company rolled out a zombie-themed branded content initiative, focusing on the lives of three young Australians following a near-apocalyptic event.

Article

This event report discusses how brands can use television as a supporting medium for their branded content efforts.

Article

This event report addresses the current weaknesses in how marketers approach branded content. One problem is purely definitional: the term "branded content" itself seems to lack ambition, and is essentially self-interested rather than focusing on the needs and wants of the audience.