In today’s highly connected society, successful brands need to stand out from the crowd. More and more, brands are looking for opportunities to create meaningful consumer connections and are using branded content to increase engagement, reach new audiences and convert immersive brand experiences into ROI.
Combining advertising and entertainment, interactive ads and branded content have been developed and implemented by a range of leading brands – take Saturday’s Shazam-enabled Argos advert during X Factor, or Mercedes’ interactive twitter ad that allowed consumers to direct content they saw on the screen. Everyone from M&S to Chipotle is looking to leverage this new method of addressing consumers in some form – incidentally, the latter recently won the first ever branded content Grand Prix Award at the Cannes Lions Festival. Read More