Branded content & entertainment : the sense of ‘gift giving’
Branded content & entertainment is perceived by the consumer-viewer as a reward from which to benefit (even if “only” entertainment), and not as an interruption of an activity. This is how brands create the sense of ‘gift giving’ : thanks to a clear and unambiguous identification of the brand (the consumer knows exactly who is the giver), the content acquires a meaning (the consumer knows what the brand is giving him and why). the goal is creating a win-win relation between the brand and consumers, with both parties benefiting.
Branded content & entertainment impacts on the brand in 2 ways: Relationship and Brand Lift.
Relationship: within a content marketing strategy the content created by a brand has a value in itself, difficult to ignore because it gives a sense of the experience in itself: it requires involvement, and attention, as opposed to traditional forms of communication (eg.: commercials) that follow the Interruption/repeat model (they are within breaks in the flow, they are not the flow in itself)
Brand lift: the content strategy’s final goal is to strengthen the brand awareness and recall, improve the attitude towards the brand especially when its values link with the symbolic and evocative dimension of the narrative.
A Branded content & entertainment strategy is usually pursued to change the behavior of the consumer who is enticed to inquire about the brand, to test the product (intent/likelihood to purchase) and to suggest the purchase (favorability/ Likelihood to recommend).