Vesper: “Beautiful watch. Rolex?”

Bond: “No, Omega.”

Believe it or not but this dialogue featured in Casino Royale is a form of branded content.  The long association that Omega has had with the James Bond franchise is not just simple product placement but a well-developed history of brand recognition through the use of branded content in an exciting and interesting way.

Branded content (or content partnerships) has long been very hard to define especially as the definition is very elastic, meaning different things to different people.  In a nutshell, it is the technique used by brands to create a direct relationship with a type of entertainment through funding and/or creative content.  This can be done on TV, radio, online, or events platforms.  

You may be wondering how this differs from sponsorship.  Think of it as sponsorship+ as, although it carries the same benefits as sponsorship, it also allows brands to play a much more central part in the project, tailoring content to fit its message and reflecting the brands personality.  This content can then be taken and used in PR, direct mail, or in POS marketing. 

Among the brands that have long-favoured this marketing technique are Orange Playlist, Audi TV, Pepsimax Download Show, Red Bull Flugtag, Carling Music Events, Nokia Fashion Show, B&Q DIY Show, and BMW Films.  These brands have successfully integrated themselves into entertainment and have adapted to a changing media landscape. 

But does it work?

To answer this it is important to state that most brands will seek a return on their investment be that from media value, brand awareness or sales.  In this vein, The Branded Content Marketing Association (BCMA) recently used two case studies to promote the effectiveness of the marketing medium.  The first was ITV’s Farm Camp, funded by Morrison’s to support its “Let’s Grow” initiative.  Analysing the programme, promotional trailers, website and press ads it found that, from those in the test group, one episode of the show increased association with Let’s Grow by 24%.

The second case study was HSBC’s two-minute clip on CNBC called “Alternative investing” aimed at high net worth individuals.  Results showed that over two-thirds of the test group recorded positive reactions, with 67% saying “I’d like to see more of this type of thing in the future”.

Despite strong evidence of successful branded content campaigns there are risks involved with an ineffective campaign.  Shifting consumer habits and a constantly changing media landscape therefore drives the need for brands to think creatively about content and partnerships.  Simple product placement or boring and un-engaging content can have the wrong effects.  If branded content is to be done right it has to be a long-term, strategic commitment combined with time and money.  There are many challenges such as developing the right content, steering clear of breaking any product placement regulations and making sure that the product matches the target audience but if a brand manages all these elements well and also brings in all the right resources, then branded content can be one of the most effective marketing mediums. 

For more information on branded content statistics, research and case studies, check out Marketing Week’s Branded content: The confusing world of branded content and CNBC’s New Research Proves Effectiveness of Strategic Branded Content. 

It’d be great to hear your thoughts on branded content.  What are some of the stand-out campaigns for you?

Sponsorship has been increasing in popularity as a marketing tool for brands to create awareness, drive sales or new business, and increase customer loyalty or employee engagement.  With added interest and investment in Sponsorship, brands are now beginning to tread very carefully around the marketing tool and here are some of the reasons why. 

Mismatched brands and rights

Brands spend a lot of time and money carefully planning and deciding on the right property to sponsor (either this or its Chairman’s choice).  Despite this, there are brands that have spent huge sums of money on the wrong rights, which have not paid dividends and certainly haven’t offered much return on investment.  In some cases sponsorship has had negative effects in terms of ROI and a bad fit between brand and property has led to damaged reputations for the former and reduced commercial value for the latter.  However, today, brands have become much savvier about what they attach their name to because of the huge cost of sponsorship and with the global recession this has never been as crucial as it is now. 

Financial Services

During the recession’s worst moments any financial services company about to spend money on sponsorship was met with harsh criticism and serious public backlash.  Even now, as we begin coming out of the worst of it there are still strong opinions on the practice.  Bank of America ended any talks with the New York Yankees due to huge financial difficulties and UBS cancelled its sponsorship of the Hong Kong Open after it received a $59.2 billion bailout from the Swiss government.  Both did so for fear of major public backlash.   RBS on the other hand announced $41 billion in losses just after extending its sponsorship of the Six Nations – a decision which was met with outcry, especially as it is 70% owned by the government. 

The effects of digital

With digital, bad news can travel extremely fast.  This has meant that companies have had to rethink marketing strategies.  Bad press around a property can cause devastating effects for any company that has created a strong association through heavy marketing activity.  To illustrate the enormous implications of a scandal, combined with the power of digital, just look at Tiger Woods.  As soon as the story broke about his behaviour it spread across the world in seconds.  Shareholders of Nike, Gatorade, and other sponsors consequently lost a collective of $5 to $12 billion due to a significant drop in their stock’s values. 

Embarrassment 

Poorly performing teams, embarrassing scandals, politically damaging stories.  These are all reasons for brands (or in some cases properties) to cut-off associations with partners.  Famous and very recent examples of this are Accenture dropping Tiger Woods, Nationwide dropping the FA, and only last week, two Indian state-run firms – NTPC and Power Grid Corp of India – have decided to scrap their multi-million dollar sponsorships of the Delhi Commonwealth Games due to negative publicity around allegations of corruption, mismanagement and malpractice. 

In addition, the BP oil fiasco that has engulfed the Gulf of Mexico has severely damaged the reputations of many of the arts properties it sponsors, primarily The Royal Opera House, Tate Galleries, and British Museum.

Brands are now very cautious about what they attach their name to.  Understanding sponsorship and the effect that it has on consumers is key to understanding the possible risks of association, as well as the benefits.