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Rescooped by Sheila Vargas Corrêa from JWT WOW
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BMW app delivers virtual test drive to promote its first electric car BMW i3

BMW app delivers virtual test drive to promote its first electric car BMW i3 | Brand Entertainment | Scoop.it

BMW's first electric car, the BMW i3 is to be promoted through an interactive 360 degree film developed for smartphones and tablet audiences, aiming to offer a virtual test drive of the vehicle.

 

The app containing the film delivers an experience somewhere between film, advertising, gaming and digital marketing also letting viewers test drive the car. The app will be available on the Apple platform from 9 September with an Android version to follow.


Via JWT_WOW
Sheila Vargas Corrêa's insight:

What an innovative advergame strategy from BMW in introducing a new "product".

The 'virtual testdrive' interacts as a game does and it motivates the audience to experience the new car model concept as well as communicating the new features and provoking emotion.

Nice one BMW, total brand engagement !!!

"The app containing the film delivers an experience somewhere between film, advertising, gaming and digital marketing also letting viewers test drive the car"

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David Lusion's comment, October 1, 2013 6:47 AM
I'm finding the design behind electric cars a bit weird.. would like to see more that don't try to be so spacey (in a bad way!) - with that said, cool idea for designing a test drive sim..
Kay'Gee Rox's comment, October 9, 2013 10:58 PM
Well that's innovative, hopefully the app works and hopefully the content is ENJOYABLE < a key element of a liked advergame.
Adriana Gomes's comment, October 16, 2013 10:05 PM
Cool strategy. A brand with so much money to spend on marketing does raise the bars in terms of innovation. It is a great idea and very well developed apparently.
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How Social Media Is Changing The Way Your Customers Shop Online [INFOGRAPHIC]

How Social Media Is Changing The Way Your Customers Shop Online [INFOGRAPHIC] | Brand Entertainment | Scoop.it
Did you know that a recent study revealed that 38 million 13 to 18 year olds in the U.S. said that their purchasing decisions were influenced by social media?

Via Brian Yanish - MarketingHits.com, John van den Brink
Sheila Vargas Corrêa's insight:

The power of social media and digital word-of-mouth communications ... amazing revolution !!!

The article highlights in the end some essential matters that  must be taken in consideration for your brand success.

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Geveta Cook's comment, October 14, 2013 9:06 PM
You gota love how we 'expect' special offers after liking a brand or company page, apparently social media is making us harder to please?
Kay'Gee Rox's comment, October 15, 2013 11:59 PM
Word of mouth (online or physical) has always been the strongest persuasion touchpoint for me =)
Kay'Gee Rox's comment, October 16, 2013 12:00 AM
@Geveta...yeah ppl are becoming harder to please because brands are sucking up to us all... it's quite annoying when a brand screams "free stuff" everybody runs towards it like a flock of sheep ... but when it becomes premium, they think "to hell with you" and move on to the next.
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Product Placement Advertising in Sports

NEW YORK (AdAge.com) -- Brand placement in live sports events has become one of the most coveted forms of television advertising in recent years. In fact, it...
Sheila Vargas Corrêa's insight:

As a differential entity, sports management and its unique brand strategies face the challenges to engage with the relevant audience in an efficient brand integration, whereas its integration must associate within the brand value and not being over exposure.   

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Souvantha Bouaaphone's comment, August 30, 2013 10:41 PM
Product placement in sport is good because a lot of people can see it ( just make sure it is noticeable).
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Nothing's Changed? 88% of respondents view social media, Twitter & Facebook as a new form of entertainment

Nothing's Changed? 88% of respondents view social media, Twitter & Facebook as a new form of entertainment | Brand Entertainment | Scoop.it

Via Gary Hayes
Sheila Vargas Corrêa's insight:

Related to the last class topic, this article goes to a further insight about the audience 'mood' engagement and making entertainment related decisions and sharing experiences.

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Mattia Nicoletti's comment, August 14, 2013 8:07 AM
You are right Maree. Evolution of technology takes people to another level. And as easier is to entertain yourself (even with silly games like Candy Crush) as easier is ti access to that kind of entertainment. This brings million of people to this kind of entertainment and suddenly you realize that all your friends are there. And where do people go? In places where they can find other people that they know. It's like a value chain.
Adriana Gomes's comment, August 14, 2013 7:09 PM
Very interesting article, Sheila. It is curious to look at the way the use of social media is combined to the use of other types of media. But I don’t think it is only social media, I think internet in general became something we access while we are watching TV or at the movies. Sometimes we use it to check the news or something you have seen advertised on the other medium. It is definitely a form of entertainment and escapism.
Sutharsan Ab's comment, August 18, 2013 6:20 PM
True. More than entertainment i would say its a "package" get information, get entertained, socialize !! Infact most of us would have experienced this.. I knew there was an earth quake in wellington only when I saw a post of my friend,. After which I read the news in Herald. Can u call it Infotainment ?? YEAH.. sometimes yes and sometimes not !!
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Google's five questions every business should address on mobile ...

Google's five questions every business should address on mobile ... | Brand Entertainment | Scoop.it

Google recently launched its new mobile playbook, replacing last year's edition, in which it gives details on how marketers can improve their mobile strategy.


Via Tony Fish
Sheila Vargas Corrêa's insight:

This article highlights the mobile engagement era and its needs for mobile optimised marketing campaigns development.

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Souvantha Bouaaphone's comment, October 21, 2013 10:04 PM
Those five questions are interesting, especially the question "how should our marketing adapt to mobile?" cheers
Sheila Vargas Corrêa's comment, October 22, 2013 6:40 PM
yes agree Souvantha : ) we gotta keep up : )
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Product placement works on reality TV, says report

Product placement works on reality TV, says report | Brand Entertainment | Scoop.it
The buying habits of television viewers is being influenced by product placement on reality TV programs, according to a survey of 400 viewers.
Sheila Vargas Corrêa's insight:

As discussed in week 6, product placements in reality TV shows inspire and fully engage with the audience if implemented wisely and efficiently as part of the viewers' life. 

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Sheila Vargas Corrêa's comment, September 4, 2013 5:16 AM
Yep, agree :)
Geveta Cook's comment, September 5, 2013 11:08 PM
Great post Sheila! I think Balasubramanian, Karrh, & Patwardhan (our week 5 reading) discussed how reality TV is a good setting for product placement. Thinking about this, alot of the time reality TV placements are for restaurants and specific locations, which as seldom seen in commercials.
Sheila Vargas Corrêa's comment, September 12, 2013 5:25 AM
Thanks Geveta. Yes, reality TV is an interesting strategy for product placement, as it holds the advantage of transmitting the experience with such product placement as well as engaging the audience with feelings, emotion or satisfaction of such thing. I am not a big fan of the Big Brother reality show, but it reminds me when the participants show how to use some new product or service in the market (introducing) and consequently involving and persuading the audience to try it.
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Retail Recon | Burberry's Bet on Retail Entertainment - BoF - The Business of Fashion

Retail Recon | Burberry's Bet on Retail Entertainment - BoF - The Business of Fashion | Brand Entertainment | Scoop.it
Sheila Vargas Corrêa's insight:

It's worthy to mention that the audience transportation is not limited to tv, advertising and movies but also in a range of occasions filled by emotional experiences.

Burberry’s new flagship in London, Regent Street is all about entertainment and it is a fantastic example of 'audience transportation' within the 'Retail Entertainment' which provides a fascinating engagement & entertainment experience.

I can't wait to visit it :)

 

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Henrik Lysdahl's comment, August 23, 2013 12:10 AM
What about the Apple store? So many people come in just to look and get the "feel" of Apple. I personally think it is one of the best if not the best retail experience I've had. They staff is actually organised like hotel staff. The Four Seasons was the original inspiration.
Sheila Vargas Corrêa's comment, August 25, 2013 4:44 AM
Oh yeah Henrik ... Apple is another top retail experience :) All these innovative retail experience and connection are fascinating to the human being :)
Martin K.J. Waiguny's comment, August 28, 2013 8:51 PM
Really good example, actually the retail so far did not use entertainment theory to explain experiences there, would be worth extending.
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Auckland War Memorial Museum tells the story of New Zealand, from our unique flora and fauna and our history at war, to our priceless collection of Maori and Pacific treasures. - Auckland Museum Ne...

Auckland War Memorial Museum tells the story of New Zealand, from our unique flora and fauna and our history at war, to our priceless collection of Maori and Pacific treasures. - Auckland Museum Ne... | Brand Entertainment | Scoop.it
Auckland War Memorial Museum tells the story of New Zealand, from our unique flora and fauna and our history at war, to our priceless collection of Maori and Pacific treasures.
Sheila Vargas Corrêa's insight:

Dynamic worldwide museums develop its brand strategy towards a successful audience engagement. Auckland Museum targets strategically its audience through education, community involvement, leisure programmes, exhibition, commercial and event prestige.  

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Sheila Vargas Corrêa's comment, August 5, 2013 4:15 AM
A great example of brand entertainment.
Sheila Vargas Corrêa's comment, August 6, 2013 3:41 AM
http://www.aucklandmuseum.com/1878/nz-marine-life-app
Sheila Vargas Corrêa's comment, August 6, 2013 3:44 AM
The app above links the exhibition within the NZ marine environment and it was created to engage internal and external audience.