Big brands back branded content

By AdNews | 28 September 2010
 

A number of major brands are looking to invest in branded content, as Virgin Mobile and Optus reveal plans for further activity.

Soft drinks giant Pepsi Co, told AdNews it is eyeing up branded content opportunities. Marketing manager of carbonated at Pepsi Co, Paul Hyde, said: "The proliferation of content choice, coupled with increased consumer savviness in skipping traditional promotional messages – means that truly integrated and engaging branded content is the new holy grail.

"PepsiCo is very open to creating branded content in partnership with leading production and entertainment specialists – if there is true synergy with our brand communication objectives."

Pacific Brand marketing manager Russell Ponting is also keen to harness the power of branded content: "If you aren’t at least thinking along these lines then you are something of an anachronism. It’s common knowledge that people react
more positively to branded content and that this has many strong emotional benefits for a brand. Branded content should form an ever-increasing element of your marketing mix."

Optus consumer marketing general manager Maria Loyez said the brand is planning more activity having already experimented with branded content: "Last year, Optus Business launched Australia's first reality show for small business delivered online with "Yes Coach", and there's more in the pipeline.

"We've had a toe in the water to date with content as part of integrated campaigns such as Optus' mini-documentaries of Rihanna as part of our sponsorship of her “Last Girl on Earth” tour; and I think we will invest more heavily in the future as it can be an effective way to engage with consumers."

Virgin Mobile has also enjoyed success with branded content and is planning on carrying its activity forward. Head of relationship marketing at Virgin Mobile, Rob Nolan, said: "Virgin Mobile will absolutely continue to invest in branded content. It gives us an opportunity to entertain and inform our audience and allow them to tell a great story which will create talkability in a way that traditional media struggles to.

"As a Virgin brand, we have access to amazing content which genuinely interests people and we’d be crazy not to capitalise on this opportunity."

Branded content ad spend has been boosted recently by Volkswagen investing its entire budget for a new vehicle launch in a series of films, while Mitchell & Partners has joined forces with a production company to produce branded content campaigns.

For more see AdNews 24 September 2010 issue.

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