Posts
People don't want to be sold... they want to be engaged and entertained.
Advotainment: Engaging your Consumer Community.
Home » advertising, Blog, Brainworm™, Brands, Business, entertainment, Facebook, Movies, music, Poetry, Social Media, TV, Video, YouTube » Advotainment: Engaging your Consumer Community.
At over three and a half minutes, you can’t really call it a jingle. I suppose technically it is, but I have a hard time thinking of it in those terms, especially since it made Billboards Top 100 list.
In 2007 in conjunction with the US National Guard, melodic metal band 3 Doors Down released the song Citizen Soldiers. The video featured members of the Guard and was shot on a National Guard base. It released for viewing in theaters before the movie as a recruiting tool. The song is well written, well produced and stirring.
This was great for both the band and the Guard. The band got even more exposure from the video playing in theaters. The Guard got a shot in the arm as radio stations around the country played their ad. Umm… song.
The song doesn’t have the feel of a jingle. It’s written differently. You can’t call it advertising, even though that’s what it is. It’s not entertainment, either, though. It was written to sell a product.
At Brainworm, for years we’ve called the line between entertainment and advertisement Advotainment.
Advotainment is tricky. It has to be written well or the product advertised will have no credibility. In addition, it can’t be written by a traditional copywriter, or it will be traditional ad copy. At the same time, entertainment writers can’t advertise; that’s not what they do.
The solution is finding a creative copywriter. Creative copywriting is different than entertainment writing, different than ad copywriting.
Advotainment is a totally different animal, and Brainworm is built around it. It’s a great way to engage your Consumer Community and build and maintain relationships.
No comments:
Post a Comment