One of the opportunities opened up by social networks, is that of entertainment as advertising.  Ad funded content on the internet has exploded in recent years.

BMW’s series of online movies starring Clive Owen, more recently Bebo’s Kate Modern (funded by advertisers including Microsoft, P&G and Disney) and of course the much debated Dodge Ram Challenge are examples of how advertisers are engaging with audiences through the creation of unique and exclusive online content.

Soprano has developed a three-point guideline that ensures that brands gain the most benefit from this type of communication.

First, and crucial to creating successful ad funded content, is a thorough understanding of your target audience, particularly the type of entertainment they ‘consume’.  But you also need to be sensitive to the ‘halo effect’ outside of a brand’s customer base. Arguably something Dodge did not think about with the Ram Challenge.

Second it needs to be entertaining AND compliment the brand. That means thinking like a TV or Film Producer, as well as a Manager of the Brand.  It also means having a realistic budget! Your audience will be comparing your efforts with the most recent episode of ‘Eastenders’ or movie blockbuster.

Third it shouldn’t be a monologue.  Allowing your audience to participate means they are more likely to include you in their trusted community of friends.

The new media landscape contains multiple channels, new technologies and a more demanding consumer.  Advertising is no longer linear but multiplatform and requires a new approach to consumer engagement.  Creating content that people really want to consume is really what matters and will ensure that consumers volunteer their attention and ultimately their wallet.

And if you want to know what successful ‘advertising as entertainment’ is engaging us at the moment have a look at ’Extreme Sheep LED Art’!