I started off with a simple search to see what people online defined as branded content.
"‘Branded content is any content that can be associated with a brand in the eye of the beholder.’" (contagious, 2014)
While this was quite a broad definition it made me think about examples of this in everyday life. One of the most famous branded content videos was created by Dove in 2013. It was a video talking about "real beauty" and how people sometimes look down upon themselves.
This is great because it is filmed like a short film, artistic shots, and soft, uplifting music. While this is not like what my video will be like, it gives you an idea of how a brand can work with people to create a video that promotes a brand while giving information away at the same time. (Dove, 2013)
The point of this video is to sell their product at the end of the day, but it does it in a way which makes people think as well as making them evaluate themselves. "While it says nothing about the qualities of the product itself, the campaign got the world talking, and Dove has been part of that conversation – boosting sales massively in the process." (Creative Bloq, 2017)
So while in reality, most people see this as a video which is about body-motivation, dove would have known from the outset that this is a marketing move. This can be related to my project as well. The idea from Watford's point of view is giving football fans some exclusive access that they may not get without the project, but at the same time, it is a marketing move because they are trying to keep the fans they already have and making a video like this will hopefully attract new fans.
Another great example of branded adverts or campaigns are Marks and Spencers Christmas adverts. This one is particularly special because it's actually an advert that people look forward to each year. This an example of something that is so successful that it actually becomes a national treasure. (Marks and Spencers, 2017)
While I doubt my project will become a national treasure, something I do hope is that people enjoy it and want a similar project like this from the club in the future. Projects like this are to create a loyalty between the club and the fans as well as trying to entice new fans into supporting the club.
While it is a business quote "The only thing that is going to enhance this type of relationship is the knowledge that your business is on the same team as them." (Helpscout, 2017) works well in this instance as with videos like the one I am creating, it is trying to create a community feel for the club. One that gives back to the fans and appreciates what they do for the club. By giving the supporters something to watch, it creates that loyalty that the club is going further than other clubs in helping keep their current supporters happy.
While, in reality, it is only really about money. Branded content is a way of making an advert, short film or documentary that people will enjoy watching. But at the same time pushing a company or a product, which sometimes isn't even related to the video shown (Dove advert for example)
References:
contagious, 2014
Accessed on 2nd December 2017
Dove, 2013
Accessed on 2nd December 2017
Creative Bloq, 2017
Accessed on 2nd December 2017
Marks and Spencers, 2017
Accessed on 2nd December 2017
Helpscout, 2017
Accessed on 2nd December 2017
No comments:
Post a Comment