Is branded entertainment an all new concept ?

Abstract

In a fast-moving and fragmented world, new communication tools are emerging within the new marketing paradigm. One of these tools is branded entertainment, a hybrid message used by brands and marketing agencies to produce entertainment content. The new generation of consumers seems to be much more informed, less loyal, more critical and complex to understand. In addition, digital transformation has disrupted and changed the way people live, work and control their lives. People are looking for entertainment and fun. This study provide an overview of branded entertainment since 1930s. The objective of this paper is to determine if branded entertainment is an all new concept. To be able to answer this question, this study is based on an exploratory research design. This research will first stems from various scientific literatures and books with the aim to better understand the concept, its evolution, the different elements affecting this technique and the comparison to other marketing concepts. Secondly, an empirical study which is dedicated to practitioners and consumers interview will be done. A qualitative interview will be conducted and four major elements influencing branded entertainment’s evolution will be found. Finally, the conclusion of the results provide better a understanding of branded entertainment and conclude that branded entertainment is not an all new concept. Nevertheless, factors influencing its growth are illustrated.