In the United States, advertisers, ad agencies, media agencies, PR agencies, TV networks, digital publishers and portals have all recognised the power of Branded Entertainment. As a result, there is a great variety of Branded Entertainment being produced by a very diverse group of players.Branded Entertainment is unregulated by the US government, and there are no official limits by networks or broadcasting companies. Instead, Branded Entertainment is ruled by the free market – relying on consumer response and self-regulation to keep the practice in check. Therefore, it’s incumbent upon Branded Entertainment producers to give consumers the best experience possible, transforming brand messaging into content consumers seek out.

We engaged a young, passionate, tech savvy audience by aligning AT&T with a brand that resonates strongly with the target: Conan O’Brien. This immersive program deepened fans’ experience with both AT&T and CONAN through unique, integrated-content experiences showing how AT&T’s technology and powerful network connect people to the things they love. With executions across multiple platforms, including on-air, in person, online, social media, and mobile, the program utilised customised content to engage Conan in a much richer way. Highlights included the real life Conan Blimp, and a customised sync app for dual screen viewing.

•Perceptual shifts among A18-39•69% increase in likelihood to seek more information about AT&T•55% increase in intent to switch to AT&T•Brand opinion increase•The Blimp helped elevate AT&T’s Brand Opinion in A18-49 by 39% (According to a custom study by TBS and Ipsos OTX)•Positive Word of Mouth •25m Twitter Impressions (via Conan Blimp/AT&T messages)•90% of social opinions were positive•42% of campaign buzz was driven by FourSquare check-ins(Source: Crimson Hexagon custom campaign social analysis. Period: 10/1 – 11/15/11)