Branded entertainment in the UK continues to become more prevalent among advertisers, mimicking the exponential growth it has seen in other parts of the world over the past decade. This strategy has proven to be a powerful tool that brands can use across all types of media. Marketers are finding that branded entertainment is a useful way to engage consumers on an interactive level. While it would seem that every major brand company would be taking full advantage of this strategy, the reality is that many are slow to take the leap onto the branded entertainment platform.Many marketing and branding executives feel that branded entertainment is under-utilised due to companies being stuck in the past. There is still not nearly enough branded entertainment or product placement out there because of a dated media planning process. Some brands and marketing companies perceive the process more expensive than other strategies, and are having trouble investing the money due to the return-on-investment demands.Some are working to make branded entertainment a more credible component of the marketing mix in England and around the globe, establishing a way to measure its effectiveness in a standardised way.

The pod stood in an open space in 2 locations for 3 weeks. Consumers were able to choose their favourite song and had freedom to move around in the pod. Spectators also enjoyed watching outside of the pod. Participants stated that they felt like they were in a cocoon or bubble - a safe zone. It created a special vibe and put them in a good mood. Drink vouchers were distributed for the live event and the event was promoted through social media. People had extra incentive to come to the final event to see themselves projected on giant screens.

Creating an experiential platform for the ABSOLUT Blank campaign beyond launch communications measures on:•Creative brand 41%, Trendy & Fashionable 34%•62% purchased in last month, 71% consider drinking, 69% likely to purchase•84% something genuinely different to other promotions•92% had fun at Blank Live, 66% told friends about the activity•88% who recall Blank Campaign say it fits well with the ATL advertising Engaging style and status consumers & rewarding them for their interaction and involvement:•1,191 videos created at events •720 total attendance to final events (sold out)•700 drinks sold, 1455 drinks vouchers exchanged = 2155 ABSOLUT drinksEnsuring that digital engagement is at the heart of amplification from both a consumer and PR perspective:•Print 4 & Online 46 PR coverage hits at launch event•Facebook fans increased by 2,000 from 12k to 14k•948 videos uploaded & emails sent out•Total Video Views 2,419 & Total video shares 910, Total video exposure to 34,580 friendsDriving footfall to on-trade accounts in areas of activation:•Over 1,000 complimentary drinks vouchers given out•70% redemption, 75% very happy with the voucher, venue well liked