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Branded TV Content – or advertiser funded programming is not a new concept but has gained momentum in recent years. With the proliferation of new TV channels via digital media, cable and satellite, fragmented audiences have forced brands to consider building more engaging relationships with consumers.
Today AFP has evolved from straight sponsorship to international shows where carriage deals are negotiated between advertisers and the platforms. Branding content is not simply buying a presence on TV, it’s about using the environment of a programme to support the brand proposition in the long term.
Brand: PlayStation2 & Channel 4
Campaign: The Grill
Company: Freedom Media
The Grill’, a 10 part series fronted by T4 co-host Vernon Kay takes a look at the latest quirks, obsessions and pop culture in America. Featuring studio guests, VTs and sketches from a team of comedy writers, The Grill takes Vernon undercover to immerse himself in all things American and suss out just what makes the nation tick. PlayStation 2 was responsible for managing the exploitation of the content into a range of promotional activities linked to the show. The co-funding of The Grill was a continuation of PlayStation 2’s attempts to strengthen its position with 16 to 24-year-old males and females.
Brand: National Blood Service
Campaign: Life Blood
Company: COI Communications
This series looks at the Blood Donation Service, presented by Janet Ellis it follows the work of regional Blood Collection teams as they take donation clinics into the work place and other high-visibility locations to encourage new donors. It explores the reasons behind many people’s decisions to donate and features compelling stories at the heart of the donation services work. It is estimated that only 6% of people eligible to donate blood actually do, this programme encourages blood donation and promotes the life saving work donation services.
Brand: Red Bull
Campaign: Red Bull Soap Box Challenge
Company: North One Television
Last summer the Red Bull Soap Box Race took place at Knebworth Park drawing 50,000 spectators, cheering the go-kart competitors. Presented by former Big Breakfast presenter Mike McClean and Sky TV’s Georgie Thompson, the event was completed with live commentary from Murray Walker and ITV’s F1 repoter Ted Kravitz. The first Red Bull Soap Box took place in Austria in 2000, and has since visited several countries including; Australia, Sweden, Belgium, Czech Republic, Finland, Ireland, Germany and USA.