Branded Entertainment/Content and Product Placement
Product Placement has been established as a term for the strategic placement of products and brands in media formats. Based on that the term Branded Entertainment was established. Product Placement and Branded Entertainment allow producers and broadcasters additional opportunities for financing and marketing films and television broadcasts. Furthermore, new forms of entertainment like video-clips or online-games also increasingly rely on the creative and authentic integration of brands and products. Product Placement/Branded Entertainment continues to gain international significance for strategic brand management – also in reaction to changes in consumer behaviour.
Film history has shown Product Placement since its earliest days, amongst others with Fritz Lang, Clark Gabel, Marlon Brando, James Dean, Humphrey Bogart and Stanley Kubrick. When the chocolate sweets “Reese´s Pieces” played a decisive role in the story of the blockbuster movie “E.T.” in 1982, the manufacturer Hershey increased its sales by 65 percent. Since 1995, the German car manufacturer BMW has also written marketing history with the Product Placement in James Bond movies.
Branded Entertainment in turn is based on the BMW series of advertising clips “Hire”, which achieved cult status. 80 million downloads confirm the popularity of these clips. Branded Entertainment describes the individual creation of media formats by brand manufacturers and was a further development of BMW’s successful Product Placement.
Product Placement and Branded Entertainment Conference
The industry forum ProPKo has established itself as a constant in the professional discourse on media experience communication in German-speaking countries. The 16th conference takes place on October 21, 2019 in Stuttgart / Germany. Well-known media partners, public institutions and sponsors from the corporate sector have over the years contributed to its success just as much as the international leading experts in the event program.
The ProPKo promotes expert knowledge and practical experience in Product Placement and Branded Entertainment – themes around which an entire creative industry of producers, marketers, agencies, film, TV and online-entertainment have meanwhile been established.
In Product Placement and Branded Entertainment only an overall strategy with a high demand on quality results in the desired effect for brand management. To promote this requirement and to thereby contribute to its professional further development, a jury of high profile experts from the media industry supports the Product Placement Award in its ninth year.
The creative award will be awarded on October 21, 2019 in the Literaturhaus Stuttgart on the evening after to the ProPKo Summit. It honors particularly successful brand integrations in film, TV, video and online. Advertisers, agencies, producers and broadcasters can submit entries.
Initiator and Organizer
The organizer of the ProPKo is WALDNER.TV Entertainment Marketing. The company was founded in Nürtingen/Germany in 1996 by Andreas Waldner. Prior to that, inter alia, he was the founding partner of the ESB Marketing Netzwerk AG in St. Gallen/Switzerland. Andreas Waldner completed a degree in business administration with a focus on marketing in 1990 and then gathered first working experience abroad at Creative Entertainment Services Inc. in Hollywood/Los Angeles. Following that, he worked in the marketing department of a medium-sized industrial company, which was market leader in different product areas. He is a lecturer for marketing and commuications and publishes specialist articles, at latest in the blog BEO Branded Entertainment Online.