‘Any’ series: Branded entertainment.
Summary
Branded entertainment becomes popular among big companies’ marketers. Branded entertainment is common name of the entertainment contents based on the brand name. It will be easy to understand to think about “Anymotion.” Branded entertainment is different from PPL(product in placement) in movies and dramas on the point that the company products contents by their own. In PPL, the product is artificially inserted in a certain movie or a drama which are not related to the product. However, this branded entertainment is made for only the promotion of the product itself. In this point, branded marketing is more up and coming than PPL. Branded Entertainment started with dissatisfaction of PLL. The cost increased a lot, but the effectiveness was not same as before. Samsung Anycall’s B.E was also started with that problem. Video Clip ‘any motion’ and ‘any club’ tried to restraint to use their Logo ‘Any call’, but people recognized automatically that the image of the video clip represented their brand. Branded entertainment gives some amusement. At the same time it also looks like high quality because it reveals the company’s image. The case of BMW, real famous movie directors joined in the production, Toyota in Japan, 4 top famous actors participated the branded entertainment movie. It was same as Korea. ‘Any series’ was made by Cha, Eun teack, and famous talents; Lee, Hyo-lee, Eric and so on, acted for the Video clip. One of its strength is that it does not need to force the people to see it, because they came first to see it. One of marketing department insider said that “This trend means that marketing power is moving from makers to the receivers.”
Opinion
“Ga ro bon nung” What am I just saying? That means “the intrinsic of width” in Korean. It was from Samsung Any call, when they first lunched their width phone. Its LCD screen could rotate by horizontal, and it started from Samsung first. I thought that was too big and seemed not fancy, but it was extremely successful. All the other company followed its design and tried to copy it. When people said “Ga ro bon nung” that it said Anycall, and all those kind of shape phones. It actually became a name of it. How did it work? When Samsung started lunching the phone, they were also playing the video clip “Any motion” on the music channels on and on. The “Any motion” was not just a commercial advertisement. It had a perfect story and nice characters, even the song was perfect. The street was full of this music and the entire music channel had requests to play “Any motion” Video clip and music. The ring tone and color ring (the tone of waiting) sold greatly. This was an advertisement, but it did not look like. They did not have to pay a lot to play video clip on the TV, because people came to see it. In the video, they were using “Ga ro bon nung”, and their life style looked attractive. “The entire movie is advertisement!” It was really new in Korea, and that was enough to get peoples interest. They did not stop at “Anymotion,” they kept making the other Any series, Any Club and now they are making Band “Any Band”. This Any band has their own single album and they had their own concert. The members are BoA, Tablo, Xiah in Dongbangsingi and so on. I heard that advertising is important to expose a lot to the people. In this point of view, this Branded Entertainment is a good method. The content does not need to be short as same as CF, and also it can make the people to their fan. People does not put the CF into their i-pods, but put the music and video clips. It was fresh and unprecedented try, and successful. I am wondering their next Any series.
these are my resources
http://news.naver.com/main/read.nhn?mode=LPOD&mid=etc&oid=044&aid=0000051733
Anyband
http://www.hankyung.com/news/app/newsview.php?aid=2007110703331
Anyclub
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=112&aid=0000018394
Anymotion http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=105&oid=001&aid=0000959181
Branded Marketing
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=103&oid=112&aid=0000021118
20400347 Shim Hajung
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