A Workshop-Event of UFA brand communication, @radical.media and HMR International
In Kooperation with kress, Branded Entertainment Online, Medienboard Berlin-Brandenburg and media.net
Location: Bertelsmann Repräsentanz, Unter den Linden 1, 10117 Berlin
Date: 23th (Cocktail with lection) and 24th of January 2012 (Workshop-Event)
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After the successful premiere in early 2011, the media industry is gathering once more at the Bertelsmann Repräsentanz in Berlin to further investigate the topic of „Branded Entertainment“: Where do we find ourselves one year later? Are there cases that prove how and why „Branded Entertainement“ functions, especially in comparison to a more classical advertising approach?
- fully occupied seminar room
When it comes to the challenge of receiving the audience’s attention, from a creative point of view, we are now more than ever revolving around the question of how to integrate brand communication in actual content, programming surroundings and formats apart from singled out commercial messages or product placements. The industry needs to understand, how important narrative power and dramaturgy have become for the mediation of branded contents within the actual programs offered on-screen. Additionally, one needs to be reminded of what potentials lie within the combination of the classical range of influence of brands and the immense power that social networks can generate.
Wolf Bauer, CoB, UFA
In this workshop-event, we are aiming not only to give an effective and up-to-date definition of „Branded Entertainement“ and its functions, but we also intend to show common links between brands, marketers, the media and content-producers. We will be focussing on keynote presentations of successful cases as well as the active exchange among the participants themselves. Also, besides highlighting questions on new formats and collaborations, we will also be investigating the actual numbers concerning budgets, brand reception and its measurability..
