Branded Entertainment in B2B: Why is it Important?

Apurva Pathak | July 11, 2022 | 975 views | Read Time : 02:02 min

Branded Entertainment in B2B
Global B2B companies churn out content pieces such as infographics, case studies, assessments, and other forms of thought leadership content to create brand awareness. But is this content enough to engage the customers and the market? Not really. Marketers like you need to look into branded entertainment to get more customer engagement and brand loyalty.


What is Branded Entertainment?

Adweek loosely describes “branded entertainment” as any content that starts a positive conversation around a product, service, or set of values. This content builds a story around your product or services, showing it in a positive light and getting the audience to engage in your content as much as a film or a TV show. As opposed to other marketing endeavors, branded entertainment doesn’t focus on your products and their features but on entertaining the audience.


Incorporating Branded Entertainment into Your Marketing Strategy

Here are some ways to get it done without much hassle:


Web Series

Original programming, such as web series published on the brand’s social media channels, can help you raise awareness through stories that share your brand’s values instead of directly marketing your product or services.


PR Stunts

Create social media brand content that is entertaining and exciting enough for the audience to make it viral. Such PR brings positive media attention to your brand and creates mass awareness for your brand or product.


Videos

Volvo's entertaining video of Van Damme's split stunt on YouTube has 114.5 million views. The video didn't need a call-to-action because it wasn’t to convert leads. Instead, it was meant to showcase a piece of business-use truck technology and get engagement.


Podcasting

GE used podcasting for advertising twice, once with its show ‘The Message’ and again with its new series ‘LifeAfter.’ Neither show discusses GE's products. Instead, they were "GE-presented" and were received well.


Summing It Up

People are less likely to comment on or share brand posts directly, but they are more likely to tweet or share them on their Instagram stories. This way you can measure the impact of branded entertainment. B2B marketers should consider branded entertainment as a way to build trust and start conversations between their brands and their audience to get a long-term ROI.

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Founded by Rasha Drachkovitch and Stephanie Noonan Drachkovitch, unscripted powerhouse 44 Blue Productions is an award-winning producer of non-fiction and unscripted content whose series have aired on more than 20 domestic television networks and in more than 120 countries worldwide. As influencers of this storied generation of unscripted programming, 44 Blue’s creativity and sensibilities have made their mark on the nonfiction television landscape for decades.

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This seamless experience shows how in-car entertainment can reach exciting new levels by perfectly integrating hardware and software.” -Markus Schäfer, Member of the Board of Management of Mercedes‑Benz Group AG, Chief Technology Officer Mercedes-Benz drivers who are already subscribed to Apple Music gain immediate access to an ever-growing selection of songs and albums available in Spatial Audio from some of the world’s biggest artists spanning all genres, including hip-hop, country, Latin, pop, and classical1. Apple Music also offers curated Spatial Audio playlists like Driving in Spatial Audio and Hip-Hop in Spatial Audio, where listeners can find and discover songs from their favorite artists. Additionally, subscribers can access Apple Music’s entire catalog of 100 million songs, thousands of editorially curated playlists, and daily selections from the world’s best music experts, including all of the artists and hosts broadcasting across its Apple Music 1, Apple Music Hits, and Apple Music Country global live-stream radio stations. The limited edition Mercedes‑Maybach by Virgil Abloh, released to consumers recently, was one of the first cars in the world — and the first model in the Mercedes‑Benz lineup — to offer this superior, multidimensional soundscape powered by the Burmester® high-end 4D sound system. The technology will be rolled out to other models soon. The Burmester® high-end 4D sound system includes: 31 speakers, including six 3D speakers that emit their sound from above, 4 near-ear speakers in the front seats, an 18.5-liter subwoofer 8 sound transducers (two per seat) 2 amplifiers 1750 watts power About Apple Music Apple loves music. Apple revolutionized the music experience with iPod and iTunes. Today, the award-winning Apple Music celebrates musicians, songwriters, producers, and fans with a catalog of over 100 million songs, expertly curated playlists, and the best artist interviews, conversations, and global premieres with Apple Music Radio. With original content from the most respected and beloved people in music, autoplay, time-synced lyrics, lossless audio, and immersive sound powered by Spatial Audio with Dolby Atmos, Apple Music offers the world’s best listening experience, helping listeners discover new music and enjoy their favorites while empowering the global artist community. Apple Music is available in over 167 countries and regions on iPhone, iPad, iPod touch, Mac, Apple Watch, Apple TV, HomePod mini, CarPlay, and online at music.apple.com, plus popular smart speakers, smart TVs, and Android and Windows devices. Apple Music is ad-free and never shares consumer data with third parties. More information is available at apple.com/apple-music. Further information about Mercedes-Benz is available at www.mercedes-benz.com. Press information and digital services for journalists and multipliers can be found on our Mercedes me media online platform at media.mercedes-benz.com as well as on our Mercedes-Benz media site at group-media.mercedes-benz.com. Learn more about current topics and events related to Mercedes-Benz Cars & Vans on our Mercedes-Benz AG at a glance Mercedes‑Benz AG is responsible for the global business of Mercedes‑Benz Cars and Mercedes‑Benz Vans, with around 172,000 employees worldwide. Ola Källenius is Chairman of the Board of Management of Mercedes‑Benz AG. The company focuses on the development, production and sales of passenger cars, vans and vehicle-related services. Furthermore, the company aspires to be the leader in the fields of electric mobility and vehicle software. The product portfolio comprises the Mercedes‑Benz brand with the brands of Mercedes‑AMG, Mercedes‑Maybach, Mercedes‑EQ, G‑Class as well as products of the smart brand. The Mercedes me brand offers access to the digital services from Mercedes‑Benz. Mercedes‑Benz AG is one of the world's largest manufacturers of luxury passenger cars. In 2021 it sold around 1.9 million passenger cars and nearly 386,200 vans. In its two business segments, Mercedes‑Benz AG is continually expanding its worldwide production network with around 35 production sites on four continents, while gearing itself to meet the requirements of electric mobility. At the same time, the company is constructing and extending its global battery production network on three continents. As sustainability is the guiding principle of the Mercedes‑Benz strategy and for the company itself, this means creating lasting value for all stakeholders: for customers, employees, investors, business partners and society as a whole. The basis for this is the sustainable business strategy of the Mercedes‑Benz Group. The company thus takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.

Read More

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