It’s an on-screen love affair that dates back almost a century. From the Oscar decorated Hollywood epics to the TV soap explosion – brands and their big bucks wooing the big and small screen – a mutual relationship with mutual benefits.
For the film-makers – finances flush with the brand dollar, for the product - the reflected glory of cultural relevance, targeted demographics and fame.
Over the decades this bond has morphed into many shapes and sizes – from the largely TV-inspired full fiscal backing of Advertising Funded Programming, to the traditional Product Placement.
So after years of successful cohabitation - why is the game changing? What has inspired brands to alter their approach to content and storytelling – blurring the line between films and advertising?
Two words – consumption and distribution.
Before the internet revolution, the gatekeepers of content were the theatrical distributors and broadcasters. Brands looking to navigate these turbulent waters did so at great cost and at the whim of legislation. Just about the only game in town for these on screen product pioneers was sponsorship and placement.
Now – the media landscape has changed beyond recognition.
Consumers now rule the roost. Content is digested on their terms – when they want it, where they want it, how they want it… delivered on a plate by multiple digital distribution channels.
With the rulebook torn up, brands have to ‘rebrand’ their approach - to exploit this complex shift in consumption. So - how do they connect with their customers?
Simply - TELL A STORY putting the brand in the lead role. You make them the star.
For marketers this is unchartered territory - the status quo has fundamentally shifted. Brands are no longer just ‘brands’; they are fast becoming studios in their own right - funding and co-creating compelling content.
In this space - flying high - spreading its wings - is the fire-starter Red Bull. It has achieved brand immortality by becoming a studio - a destination for all things extreme. Fearless, it has embraced the content making space with a high-octane level of energy far outstripping its caffeine-fuelled drink origin.
And what a leap of faith.
How many brands can say they spent eight years funding a live record-breaking freefall from the edge of space, and with it launching brand-driven content into the stratosphere?
Inevitably, in their droves, others are trying to follow. But to reach such dizzy heights is not easy and can be hugely expensive. Telling the right story allied to the right audience is a big challenge - and not everyone gets it right.
Take bling brand Swarovski Crystal. It teamed up with Oscar-decorated Julian Fellowes to make a much-vaunted adaptation of Romeo and Juliet - to launch a new range of jewellery.
Starring Damian Lewis - such a blockbuster could have catapulted the brand into content heaven. However, promotion through the traditional channels of theatrical distribution - missed the opportunity to connect to a wider audience and customer.
Solution? A highly strategic distribution approach might have inspired a content feeding frenzy. Harness Instagram, Facebook, YouTube, online publisher partnerships, vines, and short form online publishing - and Swarovski could have been the jewel in the content crown.
The reality of course, is that most brands can't even contemplate such extravagance. But don't down marketing tools yet! There are other ways to draw such attention. All that is required is a shift in thinking and approach - a shift that does not alienate or patronise - but achieves brand nirvana - blurring advertising and film making.
The cocktail for success? Start with a deep understanding of what type of storytelling works well across all the different channels. Mix in a firm grasp of how to make a budget deliver a rewarding ROI to justify any marketing spend. Then blend imagination and naked ambition to create exciting, engaging, relevant content where the brand facilitates the story - putting it centre stage.
This isn't a marketers dream. This is reality. The likes of Bombay Sapphire, Dove, Phillips, Microsoft - are already occupying this space and are reaping the benefits. Not only improved sales, data, distribution and conversation with their customers have been the result, but so much more...
Brands are now basking in the glory of the recognition of their content and with this success, the attention, awards, credibility and elixir of fame.
The driving force behind the revolution has been technology. It has smashed down the door, presenting exciting and affordable opportunities for brands to own the story and its distribution.
No longer will brands take a backseat. In this bright new dawn of content - they are the masters of their own destiny.
They have become the star of their own show.
By Torie Chilcott, co-founder of Rockabox.
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