Generally, we think of marketing as a thing that interrupts our entertainment – but entertainment marketing takes things in an entirely new direction by combining content and ads. Big brands are willing to spend a lot of money for celebrity endorsements as well as invest money in product placement in movies and TV shows. This trend and its success have slowly given birth to entertainment marketing, which incorporates the use of entertainment mediums to market a product. However, traditional marketing and entertainment marketing do differ from each other.
Two Types of Entertainment Marketing
When it comes to entertainment marketing, it can easily be broken down into two different types of marketing strategies, namely:
- Celebrity endorsements for marketing of products. This also includes sponsorship or endorsement of events for the express purpose of marketing of the brand as well as their latest products. An example of this is visible in the marketing strategies of premium brands such as Gucci, Prada, Dior, Nike, Adidas, Reebok, BMW and others like them that have worked with renowned celebrities like Johnny Depp, James Franco, Charlize Theron, Gigi Hadid, Daniel Craig and Scarlett Johansson as brand ambassadors.
- Product placement in movies, TV shows, and more for the express purpose of creating brand awareness as well as marketing their latest product. A good example is the inclusion of Ray-Ban Aviators in “Top Gun” in 1986, which increased Ray-Ban’s sales by 40% and has managed to keep the Aviators one of their top selling products. A more recent example would be the TV series, “Stranger Things” that featured characters consuming Coca-Cola and Eggos or the movie “Deadpool” where characters wear Crocs and try to put together an Ikea dresser.
The Importance of Entertainment Marketing
Entertainment marketing serves a dual purpose; in many cases helping to establish a win-win scenario for all parties involved. Apart from brand awareness and product exposure, entertainment marketing has also become a way for providing vital funds to film and TV projects.
Many movies and TV shows have relied on entertainment marketing as a means of helping to finance the production of their show as well. In the famed series “Sex and the City,” the producers, including Sarah Jessica Parker, have admitted that without product placement they would have been unable to go ahead with the series.
Online Entertainment Marketing
With the introduction of the online world, entertainment marketing has evolved to become more inclusive of the consumers as well. Reality TV shows such as “American Idol” and “Big Brother” rely on public votes and opinion to keep contestants in the TV show. The success of this mode of interaction is evident in the increased viewership these shows enjoy every season.
Moreover, almost all actors, actresses and TV shows have their own Facebook and Twitter for public relations that help them endorse products with ease. The Kardashians are the most prominent examples, effectively using Facebook, Instagram, Twitter and Snapchat for their product launches, workshops, events, and more. This alone helps to showcase just how effective entertainment marketing is and what a significant role it plays in the media and entertainment industry.