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Some argue that the first activities were in the 50’s, with soap opera produced by P&G. Others cite that Popeye’s cartoon has commissioned by the U.S. government to stimulate the consumption of spinach in the country. Although the first cases have happened a long time ago, the discipline has not evolved as it could in the subsequent years mainly because the conventional advertising (in the 70, 80 and 90) has always been efficient.

Instead of looking for a specific definition, this presentation aims to discuss the main issues regarding discipline, or rather the eight things you should know about communication content.

Branded Content is not a new discipline.

But the environment has totally changed.

We hope you enjoy the journey.

Cadbury-Schweppes-owned Dr Pepper launched abranded content initiative last summer around acustom-made bubble in New York. The bubble housedrock band Cartel for 20 days while it recorded its newalbum. The concept behind ‘Dr Pepper Band in aBubble’ was to give fans an insight into recording analbum via live webcams. The event was filmed byMTV as a 4-episode reality TV show. On-packpromotion gave drinkers exclusive access to webcams,reward points towards merchandise and entry intocontests, and KFC take-out bags also carried codedvouchers which unlocked further footage.

Dove launched Calming Night, a brand new skin careproduct targeted at mums. Success depended onpersuading them to change their beauty regime andstart taking a shower at night. Were created brandedmini-movies in which the main character uses DoveCalming Night and, as a result, enjoys a revitalizingbeauty sleep and very pleasant dreams. The solutioncombined the Dove brand with top Hollywood talentand an innovative partnership with AOL. Each showfeatured a different, classic, mum. Then, with AOL,was launched content focusing on the ChiefEverything Officer (Felicity Huffman’s character),who dispensed beauty tips. TV, radio, press, email,in-store and PR activity drove viewers to the site.

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The story begins with the video shoot for Sting's"Desert Rose," the second single from his late 1999album "Brand New Day." The video called for Sting tobe driven through the desert to a club. The directorchose a Jaguar S-Type as a cool vehicle. When he sawthe finished video, he says he realized, "My God, it's acar commercial." He sent a copy to Jag shop Ogilvy &Mather. The label had earmarked $1.8 million tomarket the single, Copeland said, including $800,000to make the video. By contrast, Jaguar spent $8 millionto air the spot, which visibly promoted the artist andalbum. The result was an incredible sale for Sting’salbum and lots of young buyers looking for a Jaguar.

To promote its new Sportwear collection Nikedecided to produce a documentary and afterwards,a music single. They joined two brazilian music starsto reissue the classic song called “Umbabarauma”.The artists chose were Jorge Ben Jor and the famousbrazilian rapper Mano Brown. The music video waswell accepted by the costumers of the brand and itgained a great visibility since both of the artistshadn’t released a new album in the last 2 years andtheir public was avid for new material.

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There are some clear correlations between a skilledskater and a bird. To emphasize those connections,Nike SB has decided that, the bird is the word. NikeSB took some of their top pro-skaters on a demotour in Europe. The team comprising of 11 Nike SBpro-skaters stopped by London, Paris, Eindhovenand Berlin to share their skills, experience anddemonstrate their craft with fans. The tour waspossibly one of the very few chances skateenthusiasts will be able to catch their heroes in reallife. It also became a documentary that can bewatched at Nike’s website.

Red Bull’s ‘Gives You Wings’ slogan is brought to lifewith the brand’s Air Race World Series. The seriesspans live events, a TV programme on UK Channel4, podcasts and premium mobile. The strategy is tooffer viewers a wide variety of content packageseach tailored to specific media. With TV audiencesreaching record numbers for the 2007 season,event podcasts being viewed 35,000 times and abespoke O2 Active mobile portal racking up 55,000page views, the strate- gy seems to be paying off forRed Bull.

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Nestlé Brazil created nine carachters to promoteconcepts about sustainability and ecology. It wascreated and shared by TV episodes, web episodesand the costumer could buy the caracthers inplush toys. The importance of this case is that agreat concept was build and disseminated indifferent mediums.

In a World Cup year, Rexona wanted to engage 16-34year old men with the new Rexona for Men Sport,without getting lost in all the other football-relatednoise. Building on the campaign idea, ‘lets you go wild',Rexona developed ‘Fanimals', a series of documentariesfocusing on the history of football fans. In 13 episodes,Rexona told the stories of real football fans whose die-hard love for their team has passed into obsession. Theplan was rolled out across 34 territories worldwide, withlocal language versions of the Fans United series placedwith channels at no extra cost. The activity generatedsignificant awareness.

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Mc Donald’s created a branded farm on Farmville ina special one day event. Basically, McDonald’s willbecome a “Neighbour Farm” to every player in theworld for a day, this allows players to come andwork on the McDonald’s Farmville Farm, helping togrow things like tomatoes and mustard seeds. Theexposure is seriously huge for McDonald’s, whogains almost instant exposure and potential brandinteraction to the near 70 million active Farmvilleplayers around the world.

Land Rover’s Go Beyond TV is an internet channel forbranded entertainment. As well as partnering andshowing content from the Discovery Channel and theBBC, original content includes a show about LanceArmstrong and plans for a self- contained city aboveTokyo Harbour. Channels include places, people,adventure, sport, culture and, of course, Land Rover.

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In 2001, driven in part by the sudden influx ofconsumers turning to the web to make theirpurchasing decisions, BMW launched an ambitiousidea that would effectively mark the beginning ofbranded entertainment’s return to popular culture.Along with executive producer David Fincher, thecompany launched a short film series called The Hire.Directors such as like Ang Lee were brought in todirect individual six-minute movies in exchange fortotal creative control over the finished product. Theproject paved the way for branded entertainment inthe 21st century and The Hire's success created aripple effect of similarly-minded projects.

In April 2006, Coca-Cola launched a televisionadvertising campaign that told the story of whatreally happens behind the scenes when you buya Coke from a vending machine. This campaignbecame the genesis for a wildly successfulcustomer loyalty campaign that today reachesconsumers on multiple devices includingtelevision, computer, and mobile. The contentwas really well accepted and set the wholecampaign and marketing strategy for the brand.

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“Where are the Joneses?” was a web-basedcomedy series that broadcast its daily five minuteonline episodes for 12 weeks between mid-Juneand September 2007. The plot followed siblingsDawn and Ian Jones on the trail of their numerousbrothers and sisters around Europe. It used webservices like Facebook, Twitter, MySpace, YouTube,Platial and Del.icio.us as its foundation. Assponsors, Ford provided a purple S-MAX for thecharacters to drive in, but the overall branding wassubtle. The exercise resulted in coverage in variousnewspapers and TV appearances, as well as WRTJbeing picked up on blogs around the world.

The streets of London's Soho aren’t often associatedwith fine art. HP and London’s National Gallerychallenged this with ‘The Grand Tour’, another part oftheir ongoing collaboration HP-printed full sizereproductions of many of the Gallery’s finest assetswere hung around the streets of London. Thecampaign saw pictures placed in replica framesaccompanied by a gallery style plaque which containeda phone number to an audioguide. The website hostedan interactive map showing the locations of thepictures, as well as walking tours that combined theart with some of the less obvious London landmarks.

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To reinforce the existing 'Real Food' marketing positionadopted by the Hellmann's brand, they commissioneda web series called 'In Search of Real Food’ featuringcelebrity chef Dave Lieberman. Hosted on the highly-trafficked Yahoo! Food portal, the 12 shows aired on aweekly basis on 2007. The show followed Lieberman'sjourney around the US seeking out people, places andrecipes at the heart of America. The shows includedrestaurant reviews, man-on-the street interviews andrecipe demonstrations. For an action like that, youhave to consider all the expenses which come, forexample, video production, reporters, etc.

EMI Music UK launched MPops, a weekly music showfor mobiles. The interactive show was broadcast liveevery Friday for seven weeks at the end of 2006,exclusively to 3 Mobile customers. The show waschosen out of a pool of over 50 entries to the 3Mobile Pilot Pitch. Viewers were able to interactduring the show with instant downloads of the tracksfeatured, included as videos and realtones. Doing anaction like that costs as much as doing a traditionalmedia plan. First because it also has media costs andsecond that it involves other expenses like the artists,the production and all the stuff used in concerts.

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