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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 following technology of TV. A large ranging selection and generally controversial subject, hosted for these within the TV business, 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 expertise 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 have interaction with, and even change into immersed in.

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

As an professional within the area, Sam Glynne shared her ideas that, “branded leisure will be many issues. It may be an unique concept or a take-over of present 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 assorted 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 very best branded leisure that we have seemingly already encountered.

At CLICKON we regularly work with a wide range of manufacturers from the American Military to Beneath Armor to create TV collection or longer type content material, and this helps step one within the shopper journey, and the place evergreen tales or lengthy type content material usually dwell. That is the place the place you ‘out of the blue’ end up spending time with a model and its content material – ​​with out even essentially figuring out the model beforehand. It is a fascinating storytelling self-discipline that leads shoppers into the attention stage or high of the promoting funnel.

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


Branded Leisure needs to be simply that – entertaining. It’s content material or an expertise that audiences will search out and have interaction 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 a much 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 wish to see? As Adam Puchalsky put it on the Royal Tv Society’s occasion this week: “If it is good, I am going to watch it, it would not matter who paid for it.”

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

2. Collaborative and inventive

Growing and producing model funding needs to be a collaborative and inventive course of however it must be reasonable. It is vital to think about assets, 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. however it’s additionally widespread 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 important for readability on the scope. Take the time to stipulate the place you’ll be able to and may’t go.

It must be a subject the broadcaster or platform is enthusiastic about and must be related to their viewers. It needs to be organically woven into the platform or channel IP. How heavy handed you might be with product placement will depend on the platform and style.

3. Direct to viewers

In an more and more privateness targeted world, branded leisure can provide a raft of first get together knowledge and direct communication with shoppers. To do that nicely, it is vital to talk to the viewers in the best means and contemplate the sensibility of a manufacturing firm or channel and its viewers.

It presents a raft of alternatives to attach with shoppers from the primary broadcast transmission to the lengthy tail achieved by means of a digital presence on bespoke platforms like Biites, to trace engagement and interplay. It is potential to repurpose content material throughout each conventional and digital channels from TV advertisements and podcasts to Instagram tales and TikTok tendencies. Branded content material can in the end dwell perpetually.

4. Throughout a wide range of channels

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

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

As Sam Glynne shared on the occasion, “the very best 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 it’s important to work exhausting 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 shoppers by means of inspiring tales.


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