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Brand-funded entertainment

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MANCHESTER: Amazon is making its first foray into the globally popular and lucrative English football market with plans to produce a behind-the-scenes TV series following Manchester City FC through its 2017-18 season.

News

HANGZHOU: Alibaba, the Chinese e-commerce giant, kicked off its annual 11.11 sales event with a “See Now, Buy Now” multichannel fashion show earlier this week, and the company’s Chief Marketing Officer sees the promotion as the ...

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

News

CANNES: Giving Barbie a video blog on YouTube has paid major dividends for Mattel, the iconic doll’s parent company, in terms of both consumer connectivity and sales growth.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

News

CANNES: Brands should seek to find the right balance between relevance and entertainment to successfully connect with consumers, according to Alison Lewis, Global CMO at Johnson & Johnson.

Article

This event report outlines how Johnson & Johnson, the healthcare and pharma company, is exploring entertainment marketing.

News

CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.

Article

This article explores views around the use of virtual reality as an advertising medium.

News

CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...

News

NEW YORK: Carnival Corporation, the cruise company, has enjoyed major brand benefits from investing in original TV programming.

News

HONG KONG: The New York Times (NYT) is opening an office in Hong Kong for its brand marketing content agency, T Brand Studio, to serve new and existing clients in the Asia-Pacific region.

News

NEW YORK: YouTube is ramping up its efforts to expand the amount of original content it offers, with plans to release more than 40 original shows and movies over the next year.

Article

This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.

News

WASHINGTON DC: Celebrities and other influencers who post content on Instagram have been warned by US regulators that they must fully reveal their relationship when they promote products on behalf of brands.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

NEW YORK: Marketers are paying more attention to GIFs, those short looped videos that have become prevalent on social media, and are trying to work out how best to use them for brand communications.

Article

This event report outlines how Carnival Corporation, the cruise-line company, has moved into the TV production space to promote its brands.

Article

This event report addresses how DICK'S Sporting Goods, the retailer, has tapped long-form storytelling to break through the media clutter.

Article

This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.

Article

This article outlines how to stand out from the crowd when it comes to the popular area of content marketing.

Article

This article argues that new measurement strategies must be pursued in order to compare content marketing with other channels.

Article

This piece explores how brands can adapt traditional Tet (Vietnamese Lunar New Year) traditions into modern life to build brand goodwill in Vietnam during the holiday season.

Article

This piece provides three 'real world' tips for brands to create relevant content marketing strategies that engage consumers both online and offline.

Research Paper

This article identifies the impact of second screening on US TV programming and advertising and how advertisers can best benefit from this trend.