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Model Funded Leisure: Is This the Way forward for Promoting?

Power was excessive, demand for solutions intense, questions got here in fast hearth and a skinny line was walked between digital and conventional filmmakers. What was this high-octane occasion you ask? A current debate hosted by the Royal Tv Society mentioned whether or not model funded leisure is the subsequent technology of TV. A large ranging selection and generally controversial subject, hosted for these within the TV trade, which arguably shouldn’t be restricted to conventional broadcast TV.

I joined the session to share the digital video manufacturing viewpoint – at CLICKON we have created the right pairing of AI pushed enhancing know-how mixed with native market crews to rapidly, sustainably and cheaply supply video footage. Alongside David Granger, content material director at Cinch, Adam Puchalsky, world head of content material at Wavemaker, Helle Jabiri Falck, founder and chief working officer at Biites and Katherine Marlow, senior linear branded leisure lead at Channel 4 we mentioned how manufacturers have an ever- current alternative to create content material that audiences will interact with, and even turn into immersed in.

Chaired by Sam Glynne, head of EMEA, leisure and tradition advertising at United Expertise Company, we shared quite a lot of views from tips on how to pitch an thought and handle stakeholders, to the economics, compliance and promotion issues. We additionally checked out tips on how to create top quality, partaking and entertaining content material.

As an knowledgeable within the area, Sam Glynne shared her ideas that, “branded leisure may be many issues. It may be an authentic thought or a take-over of current and much-loved IP. It may be on any platform – broadcast, streamers, podcast, social, gaming, in actual life. It may be product placement, branded content material, model storytelling… the panorama is huge and different and open to reinterpretation in some ways.” From Purple Bull TV to the Coca-Cola cup on the desk of American Idol, there are quite a few iterations of the most effective branded leisure that we have seemingly already encountered.

At CLICKON we regularly work with quite a lot of manufacturers from the American Military to Below Armor to create TV collection or longer kind content material, and this helps step one within the shopper journey, and the place evergreen tales or lengthy kind content material sometimes dwell. That is the place the place you ‘all of a sudden’ end up spending time with a model and its content material – ​​with out even essentially realizing the model beforehand. It is an interesting storytelling self-discipline that leads customers into the attention stage or high of the promoting funnel.

So, have been the important thing takeaways from the session? We discovered that brand-funded leisure ought to be:


Branded Leisure ought to be simply that – entertaining. It’s content material or an expertise that audiences will hunt down and interact no matter whether or not or not it has been funded by a model. It ought to draw folks in and create a relationship with them, and must also be a part of an ecosystem that’s supported by an even bigger promoting marketing campaign throughout many platforms.

At CLICKON, we love working with manufacturers to inform vital and provoking tales, whether or not that is with private tales from the American Military or dwell magnificence occasions on TikTok, the content material considers the viewers first. What do they need to see? As Adam Puchalsky put it on the Royal Tv Society’s occasion this week: “If it is good, I will watch it, it would not matter who paid for it.”

Additionally, it is value constructing your content material as a collection quite than one-offs which builds predictability and consistency together with your viewers. This may convey them again recurrently or maintain them hooked for longer.

2. Collaborative and inventive

Creating and producing model funding ought to be a collaborative and inventive course of nevertheless it must be real looking. It is vital to contemplate sources, time and clearly handle the scope and expectations.

A model can work carefully with the content material producers and affect storylines and casting and so on. nevertheless it’s additionally frequent for manufacturers to place editorial belief of their companions and never get too concerned with the story. Setting parameters for companions and types from the outset is crucial for readability on the scope. Take the time to stipulate the place you possibly can and may’t go.

It needs to be a subject the broadcaster or platform is serious about and must be related to their viewers. It ought to be organically woven into the platform or channel IP. How heavy handed you’re with product placement is determined by the platform and style.

3. Direct to viewers

In an more and more privateness centered world, branded leisure can provide a raft of first occasion information and direct communication with customers. To do that properly, it is vital to talk to the viewers in the best method and take into account the sensibility of a manufacturing firm or channel and its viewers.

It affords a raft of alternatives to attach with customers from the primary broadcast transmission to the lengthy tail achieved by a digital presence on bespoke platforms like Biites, to trace engagement and interplay. It is attainable to repurpose content material throughout each conventional and digital channels from TV adverts and podcasts to Instagram tales and TikTok developments. Branded content material can in the end dwell eternally.

4. Throughout quite a lot of channels

Branded Leisure can exist on the streaming platforms. It is nonetheless a extra difficult journey for manufacturers to infiltrate the worlds of Netflix and Amazon, however there are methods by unpaid product placement, acquired quite than commissioned reveals, and co-marketing campaigns across the title.

We have been working with Lenovo on a profitable collection known as Lenovo Late Night time IT which initially ran throughout digital channels after which obtained picked up by Bloomberg TV. For high quality and fascinating content material, the alternatives are abound.

As Sam Glynne shared on the occasion, “the most effective branded leisure is a wholesome and symbiotic relationship with the model that may be scalable and returnable. And like every relationship, it has its ups and downs and you need to work arduous at it.”

I whole-heartedly agree with Sam, and even take it a step additional, that within the digital house model funded leisure is evergreen multi-purpose compelling content material, which authentically connects manufacturers with customers by inspiring tales.


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