MKTG 313 Lecture Notes - Lecture 8: Branded Content, Spotify, San Diego Zoo
Support Media L8
Advertainment
The creation of video and/or music content by an advertiser in an attempt to entertain viewers
while advertising their products is known as advertainment.
For example, Beyoncé’s viral “I Was Here” music video designed to promote World
Humanitarian Day was created by Droga5—an agency specializing in the creation of
advertainment.
The same agency created Follow Phoenix to promote Spotify’s feature that allows users to
follow musicians on their service with the click of a button.
• The 18-minute documentary, which lived on YouTube’s homepage for a day, followed
the band Phoenix for 24 hours in segments in an attempt to get more subscribers to
Spotify.
• Perhaps the most classic piece of advertainment was Red Bull –sponsored Stratos
space jump
• The live stream of skydiver Felix Baumgartener jumping from 127,900 feet and landing
on his feet while breaking the record for the world’s highest free fall was viewed live by
7.1 million viewers. That was way back in 2012!
Ad-Supported Video on Demand (VOD)
VODs are specialized content programs offered online and by some cable TV networks that are
developed by advertisers and provided to the cable operators for free.
find more resources at oneclass.com
find more resources at oneclass.com
