In 2014, cinemas around the world premier Lego. The Movie , an animat film starring a Lego. Sigure trying to save the world from an evil tyrant. The germ of this adventure film for all audiences came from an agreement between the Danish toy brand and Warner. This action is recogniz as an emblem of what is known as brand entertainment .
The aim of that hour-and-a-half-long film went beyond mere advertising. Lego: The Movie , and the sequel that was shot. Sive years later, want to offer entertainment bas on a good story. From this proposal of fun for all audiences, they also offer a fresh and enjoyable image of the brand throughout the world . The result was excellent. The conversation about Lego and its sales grew exponentially. Shortly after its release, it became the most valuable toy brand in the world.
What is brand entertainment
Traditional advertising, while still influential in certain segments and channels, has been losing ground as technological advances have uncover new forms of entertainment and increas user interaction. Brands have understood that they must be part of this transformation, from being mere advertisers to becoming part of, and even active creators of, said content. Brand entertainment is the strategy to achieve this.
This concept refers to the technique that uses the values and identity of brands to create valuable content that tells a story and entertains the recipient without creating the feeling that they are bein korea telegram data g sold a product or service. It is about creating a story in which the brand’s personality is present, but whose main objective is to delight the consumer.
Trends in digital advertising
Dre increasingly moving away from traditional models. Consumers this problem is caus are seeking greater personalization and applaud formats that provide value beyond the mere advertising claim of the product. Brand entertainment is involv in this last field. But what are its main bw lists objectives? We will now outline them.