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Branded entertainment in the context of film is really gaining momentum with brands producing short films and providing downloadable content on websites and even DVDs Its not just about how much money a brandowner is willing to pay but what they can offer the movie in terms of global cross marketing, including rasing awareness in retail.
Increasingly film companies will emphasize integrated marketing campaigns leveraging entertainment brands, mobilizing the brand across many technologies. A movie title would foster ringtones that lead to downloadable music or games that lead to DVD purchases or offers on clothing or toys. "Pirates of the Caribbean" game based on the film, an adventure game called "Finding Nemo" Disney Mobile, part of the Walt Disney Internet Group, has been particularly aggressive about getting it titles on wireless devices.
Campaign: BMW on-line mini-movies
Brand: www.bmwfilms.com
Company: Fuel Europe
BMW Films have produced a series of on-line short films created by Hollywood producers and represent one of the most famous on-line branded content examples. This is the natural evolution of BMW’s product placement in the James Bond films, making use of the lack of legal restraints on the Internet to create compelling cross-format content which can spread virally across the Internet, and also be used in show rooms and corporate videos over the world.
The success of this campaign speaks for itself, mini-movies have so far attracted 45 million visitors to the BMW Films.com in the course of the first two series, and sales rose by 12.5% following the releases. They are now available on DVDs
Brand: Deisel
Campaign: Dream Experience
Web based movies from 30 ‘dream generators’ from 17 different countries. Visions are also available on DVD from www.dieseldreams.com.
Brand: WWF & Disney
Film: Brother Bear
Company: Stream
WWF is working in partnership with Disney to launch the cinema release of Brother Bear, an animated adventure that champions the wonders of our natural environment and explores humans relationship with nature. Dramatising WWF's message and philosophy through film is a new approach to influencing attitudes and behaviour and raise awareness of WWF's work to conserve endangered species and their habitats.