Digital and interactive media have created a new breed of media consumers. They have anincredibly short attention span, high standards and strong opinions. They are immune totraditional advertising tactics and they don’t want their content to be interrupted. They nolonger think in terms of TV or movies or channels or formats. They want to be entertainedon their terms – where, when and how it suits them best. They want to engage in somethingthat they can talk about. They want to share something that, in the very act of sharing,defines who they are. They want to discuss it, change it, mark it, make it their own. Theyare no longer viewers; they are participants. Entertainment is no longer a broadcast; it’s anexperience.Since the early days of sponsored radio and TV programs, the Brand has successfullyexploited entertainment to deliver its consumer message.
But leveraging entertainment toconnect with today’s media consumer has required the Brand to assume a new role.
Seekinga deeper connection with its audience, the Brand has become the storyteller, the studio, theproducer, and, as referenced in our previous paper “Marketer v Media,” even the distributoror publisher. The result is an entertainment experience that can engage the Brand’sconsumers in ways more relevant and meaningful than ever before.This whitepaper will examine the new face of branded entertainment, the importance of greatstorytelling, the roles the Brand can play in the entertainment experience and best practicesfor using new media to distribute the story.