Jan Godsk is a Branded Content consultant, serial juror, and the Chairman and founder of the BCMA’s Scandinavian Chapter. He’s chosen the Bombay Sapphire® Imagination Series as a great example that helps show the differences between advertising and Branded Content/Entertainment, as well as being an ongoing content concept that has won several film industry awards including a BAFTA.
He thinks the example reflects some of the discussions we had last year that fed into The Yin-Yang of Branded Content Marketing section of the second edition of the Best of Branded Content Marketing (BOBCM) ebook I curate. That’s because, for Jan, Branded Content & Entertainment (BC&E) is built upon genres, e.g. non-fiction, fiction, comedy, DIY, music, reality, drama etc. As he points out, you can see this in the way that the relevant awards are categorised by likes of Cannes, Cristal, Webby and other awards he’s judged. What this means is the ideas end up being judged by their genre, e.g. fiction vs. fiction, etc. Whereas, if you look at advertising categories they are subcategorised by market (e.g. automotive, household, finance, soft drink, beverage etc), so that the ideas are judged against others in that market (e.g. car commercial vs. car commercial).
My point is BC&E differs from adverting through the execution of great genre-based ideas, just like BMW did in 2001 with their great online branded entertainment and action/drama series ‘The Hire’ and their 2011 online documentary about the future of mobility.
Because when we try to describe BC&E with terms like involvement and engagement, etc, then it easily falls into the digital/social bucket. Whereas if you try to describe content with words like relevant and viral it could easily fall into glorified advertising, and hopefully everybody across the industry is working hard to deliver relevant work to their clients and their target group. But further more, genre means being built from a great narrative, script, lyric etc.
Brands like Chipotle and BMW who understand their ‘brand core’ and are true to it, are able to continually create great content based on insights that reflect the time and cultural space the brand and their target group are living in, and are part of.