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And they actually entertain while delivering a branded message.
"For the dot-coms, the issue is who will have a distinctly branded message".
"We've done branded message integrations for a long time, with a fair amount of success," said Tony Pace, global chief marketing officer at Subway, including "The Biggest Loser" and "Chuck".
In 2001, the North American division of BMW became a pioneer of branded entertainment, with the "BMW Films," a series of long commercials made by well-known directors "'BMW Films' is a great example of taking a branded message and still keep it sexy, keep it relevant for the consumer, offer them entertainment and give them a reason to buy," Mr. Davis said.
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"Infomercials give the impression of Ginsu knives; we're going after high-end Fortune 1,000 clients with branded messages," said Spencer J. Brown, president and chief executive at Tyee. "These are all complex messages".
Odigo, a startup that builds instant messaging clients and leases the technology to partners that want a branded messaging application, has 1.1 million.
"Businesses can also have a branded messaging experience with information about the business and the ability to share content like images, video clips, and gifs".
Instead, he relies on Twitter and the ever-so-compliant media to get out his branded messages of hate, misogyny, racism, and discord.
"The test for branded entertainment is, 'Does it create a strong affiliation with the brand?' and 'Does it reinforce the underlying brand message?' " he said.
The format blurs the line between editorial content and marketing messages by allowing branded content to be served up within the main feed of users' magazines, identified as such by a "promoted" label.
In an effort to generate high brand penetration within a target market, marketing professionals deploy several tools to ensure that the intended audiences respond to brand messages, including below- and above-the-line advertising, branded content and social media.
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