Branded entertainment has become synonymous with product placement. But in the United States, consumers are bombarded with advertising messages at all times and all places during their daily routine – through traditional forms like TV and print, during their commute, at work when they are on the web and the list goes on. Due to this cluttered environment, the United States has started to move past simple product placement and brands are finding more clever and topical ways to incorporate their message into relevant, cultural spaces. These unique opportunities help forge emotional bonds with consumers and engage their audience. The most viable way for a brand to get noticed in the US is no longer by simply interrupting a consumer’s daily routine. Instead brands are taking this a step further by aiming to engage their consumers with an experience fused with the brand’s messaging.

In the U.S. branded entertainment is becoming more developed and for the most part legal. Branded entertainment activations are typically reviewed on a case by case basis and are negotiated by all parties involved in the partnership.

DENON® partnered with MySpace, which was a perfect partnership for DENON® and MySpace alike. MySpace was in the process of relaunching their platform and was carving their niche as an online music destination. DENON® was launching a line of headphones to a younger audience full of urban ravers and music maniacs – the exact target that was attracted to the new MySpace.

DENON® sponsored live, free 'Secret Shows' hosted by MySpace. While MySpace attracted popular DJ talent, the fans were taken through a branded journey that led them up to, during and after the show, which exposed them to a range of DENON® messaging.

The activation launch generated…

• Over 3,500 RSVPs for the first show, which featured the VisYOUalizer installation (nearly seven times the capped guestlist).

• Brand awareness via press coverage and MySpace cross-promotional publicity.

• Buzz and PR with 75+ media outlets in attendance.

• Retail placements, as key dealers attended events in the elite VIP section.

• Branded content captured at events showing fans engaged with DENON® headphones.

• Borrowed equity via DJ relationships.

• Shifts in brand perception, as demonstrated by onsite engagement (VisYOUalizer kiosk and merchandisers) and social media response.

• Nearly 50,000 visits to the DENON website (70% were new visitors to the site).