#NotaJoke. Branded Entertainment Oscar Style

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.

February is a prime month for American brands looking to capitalise on two of the largest television audiences of the year – the Super Bowl and the Academy Awards. Unfortunately for the teams behind Best Picture winner Moonlight, and the incorrectly announced Best Picture winner La La Land, Price Waterhouse Coopers' mishandling of the Best Picture Award winner envelope has overshadowed the stories to emerge from the evening's events.

The controversy means you might have missed The Receipt, Wal-Mart's Oscar-style dose of 'branded entertainment'. 2016 marked the first year of Wal-Mart's multiple-year sponsorship of the Academy Awards, and...

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