Branded Entertainment
Branded Entertainment is the development and production of integrated content experiences for audience consumption.
Brand awareness and engagement is achieved by integrating a brand message and/or product directly into the content (i.e., a can of soda in a sitcom), or through sponsorship of brand-relevant content aimed at target customers (i.e., a music video sponsored by a single brand).
By combining creative brand-engaging concepts from RedLever, one of the world’s premier branded entertainment studios, with the scale and power of the Joost Video Network for content distribution to a massive but highly-targeted online audience, Adconion is able to provide its clients with a comprehensive solution for all their branded entertainment needs.
REDLEVER Services
Through an exclusive relationship with RedLever, Adconion is able to provide varied services of a world-class branded entertainment studio to our clients. A sampling of these services include:
1. Idea Creation and ProductionRedLever creates custom entertainment content that works because it is authentic, compelling and unique. From product placement in a slate of exclusive webisodes to custom-created video content, RedLever works with its clients to maximize brand effectiveness. In addition, with access to a roster of celebrities, professional athletes and Grammy Award-winning musicians, RedLever’s branded entertainment has star power that speaks to brands’ core audiences.
RedLever puts its clients’ messages into action – but it doesn’t end there. Beyond customized video content and branded entertainment, advertisers can increase the value of each campaign with cutting-edge websites and microsites, video experiences and widgets for social networking sites
RedLever partners with the Joost Video Network to reach an audience of 350 million unique Internet users globally every month. Unlike video destination websites that rely on audiences coming to them, RedLever’s branded entertainment is distributed to targeted audiences throughout the world through the Joost Video Network.
Army: an original, non-scripted web series
Challenge
Get young males to engage with the U.S. Army video content among all the other rich content clutter found on the Internet and competing content consumption devices (e.g. iPhone, video games) and drive traffic to the U.S. Army landing page to generate an interest to join the U.S. Army.
Approach
Agency requested RedLever‘s help to find their target audience and captivate them with fresh, high energy content that promotes an exciting and team building environment in the Army. The agency and client worked closely with RedLever to define the goals of the campaign on which RedLever developed the content strategy.
Solution
RedLever produced and distributed SPORTS EXPLORERES, an original, non-scripted web series about the genesis of unique extreme sports. The series aligned the U.S. Army’s target audience with content they prefer to consume. RedLever distributed the content by syndicating it where the target audience most frequently consumes media on the web via the Adconion.TV platform.
McDonalds: Licensed branded entertainment
Challenge
Bring awareness of McDonald’s new late night menu and their initiative to stay open 24 hrs a day to their target demographic, who represent a large percentage of digital music consumers. McDonald’s brand popularity is also the challenge in this case, as its target audience has no incentive to find out more about McDonald’s since they already believe they know everything the brand has to offer.
Approach
Moroch, McDonald’s regional online ad agency, challenged RedLever in locating McDonald’s target demographic on the web, and engaging them with premium music related content in order to get your males and females to engage with the McDonald’s ad, thereby learning about a special late night menu offering in select markets.
Solution
Produce and distribute the REDLEVER VIDEOBOX sponsored by McDonalds A unique product that helps connect bands & brands by engaging users with premium artist music videos and behind-the-scenes content, in a rich video experience all brought to you by McDonalds.
Tresemme: an original scripted web series
Challenge
Get Tresemme’s line of hair care products to stand out among the immense offering of beauty products targeted at young women. Create a positive association between the brand and how its products help overcome everyday challenges in the life of young women.
Approach
The client requested RedLever’s assistance in the development and production of an entertainment product ripe for product integration, that would speak to an audience of hip young women. The client, agency and Red Lever work shopped the brief and a variety of options.
Solution
Develop, produce and distribute THE SHOP GIRLS OF MADISON LANE, an original scripted web series that explores the glamorous lives of four women living in New York and working together at an online fashion company. Viewers watch as these young women face issues related to work, love friendship and more. The series aligns young women facing these real everyday problems with entertaining content that speaks directly to them. The Shop Girls of Madison Lane also allowed the brand to seamlessly integrate their product at script stage.
