Articlegreen2011

A song and dance: Branded entertainment and mobile promotion

12 citations0/0 files storedInternational Journal of Cultural Studies

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile technology through multimedia ad campaigns with an inscribed entertainment value. Focusing on brand campaigns for 3G mobile services that borrow explicitly from reality television (T-Mobile) and Hollywood film (Orange), the article explores the concept of branded entertainment in relation to the ‘popular imagination’ of mobile communication in the late 2000s. In doing so, it examines the particular relation of flash mobs to the production of brand community.

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References

2003Smart mobs: the next social revolution 2003Smart Mobs: The Next Social Revolution 2006From Cyber to Hybrid 2008Production Culture 2006The television will be revolutionized 2008The Ethical Economy of Customer Coproduction 2005The mobile phone as media 2004It’s all about the Fit: The Hand, the Mobile Screenic Device and Tactile Vision

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