Home › Marketing

By Jessica Wright•Last Updated August 30, 2025

How Branded Entertainment Drives Growth: Strategies, Examples, and Implementation

Photo by Caleb Oquendo on Unsplash

Introduction: The Rise of Branded Entertainment in Growth Marketing

Today’s digital landscape is crowded with advertisements, making it harder than ever to capture and maintain consumer attention. In response, forward-thinking brands are turning to branded entertainment -content that seamlessly blends marketing messages with engaging storytelling-to foster deeper connections with audiences and drive sustainable growth. Rather than relying on traditional, interruptive advertising, branded entertainment produces content that audiences
choose
to watch, listen to, or interact with, resulting in higher engagement and long-term brand affinity [4] .

What is Branded Entertainment?

Branded entertainment refers to the creation of original content-films, series, podcasts, events, or digital experiences-where the brand is an integral part of the story or experience. This approach goes beyond traditional product placements; it weaves the brand’s values, products, or services into narratives that resonate emotionally and culturally with the target audience [1] .

Key Characteristics

Story-driven and emotionally engaging
Non-disruptive-viewers opt in to consume the content
Brand integration is organic and enhances the viewing experience
Distributed across platforms: digital, TV, social media, and live events

Advantages of Branded Entertainment for Growth Marketing

Branded entertainment offers distinct strategic advantages that make it a highly effective growth marketing tactic:

Deeper Consumer Engagement: By offering value through entertainment or education, brands become part of cultural conversations, creating memorable experiences that foster loyalty [4] .
Emotional Storytelling: Content that evokes real emotion-whether humor, inspiration, or empathy-builds authentic relationships with audiences.
Long-Term Brand Affinity: Well-crafted stories create positive associations, encouraging repeat engagement and word-of-mouth sharing.
Shareability and Virality: Audiences are more likely to share entertaining or meaningful content, amplifying reach organically.
Flexibility: Complex messages or brand values can be explored in depth, beyond what’s possible in short-form ads.

Branded Entertainment in Action: Real-World Examples

Several high-profile campaigns illustrate the power and versatility of branded entertainment as a growth tool:

Nike: Storytelling Through Sports

Nike’s campaigns consistently leverage real athletes and personal stories. The
Nike Run Club
app, for example, combines utility with inspiration, featuring stories and challenges that motivate users-building both community and brand loyalty [1] .

The Lego Movie: Product and Plot in Harmony

The Lego Movie
is often cited as a masterclass in branded entertainment. The film’s global success not only boosted sales but also rejuvenated the Lego brand for new generations, with sequels and spin-offs multiplying the effect [1] .

Red Bull: Extreme Experiences

Red Bull’s sponsorship of extreme events, such as Felix Baumgartner’s space jump, demonstrates how immersive branded content can cement a brand’s association with adventure and innovation, reaching millions worldwide [1] .

McDonald’s “Summer Scoop” on 4Music

McDonald’s collaborated on an entertainment show to promote the McFlurry, blending music, pop culture, and brand messaging to connect with young, music-loving consumers. The content was entertaining first, subtly reinforcing the brand’s summer positioning [2] .

GoPro: User-Generated Storytelling

GoPro’s strategy focuses on inspiring customers to share their own adventures using the product, turning users into brand advocates and content creators. This approach generates thousands of authentic, shareable videos, reinforcing GoPro’s adventurous identity [2] .

Barbie Feature Film

The Barbie movie’s critical and commercial success, generating over $1 billion, is a testament to branded entertainment’s potential to relaunch and reposition iconic brands for new audiences [3] .

Implementing Branded Entertainment: Step-by-Step Guidance

Transitioning to a branded entertainment model requires thoughtful planning and creativity. Here’s how brands can systematically approach this growth tactic:

1. Define Your Purpose and Audience

Start by clarifying the brand’s core values and the audience’s interests. Conduct research to determine what types of stories or entertainment formats resonate most with your target demographic. Consider conducting surveys, focus groups, or analyzing consumer behavior data.

2. Develop a Compelling Narrative

Identify stories that align with both your brand and your audience’s aspirations. This could involve real-life testimonials, fictional series, or cause-driven narratives. The story must feel authentic and provide value beyond a sales pitch.

3. Choose the Right Format and Channels

Decide whether your campaign will take the form of a video series, podcast, interactive experience, live event, or other medium. Select distribution channels where your audience is most active-such as YouTube, streaming platforms, or social media.

4. Integrate Your Brand Organically

Ensure the brand’s presence enhances, rather than distracts from, the story. Avoid overt sales messaging; instead, let the brand’s values and products play a natural role in the content. Collaboration with skilled storytellers and production partners can help maintain this balance [4] .

5. Invest in Production Quality

High production values signal credibility and respect for the audience. Allocate resources for talented writers, directors, and on-screen talent. Consider working with experienced agencies or content studios for best results.

6. Amplify and Share

Promote your content across multiple platforms and encourage audience participation. Use hashtags, contests, or user-generated content campaigns to increase shareability and engagement. Consider partnerships with influencers or media outlets for broader reach.

7. Measure Impact and Optimize

Track key metrics such as viewership, engagement rates, social shares, and brand sentiment. Use analytics tools to understand what works and refine your approach for future campaigns.

Potential Challenges and Solutions

Challenge 1: High Production Costs Branded entertainment can require significant investment in creative development and production. To manage costs, start with smaller-scale projects or collaborate with existing content creators. Gradually scale up as you demonstrate ROI.

Challenge 2: Maintaining Authenticity Audiences are quick to spot inauthentic or overly commercial content. Work closely with creative professionals and, if possible, involve your audience in the content creation process to ensure genuine resonance.

Challenge 3: Measuring ROI Unlike direct-response ads, branded entertainment’s impact is often long-term and brand-focused. Use a mix of quantitative (views, shares, leads) and qualitative (sentiment, brand lift) metrics to evaluate success.

Alternative Approaches to Branded Entertainment

If large-scale productions aren’t feasible, brands can explore alternative tactics:

Podcast Sponsorships: Partner with existing podcasts that align with your brand, or co-produce branded series targeting your niche audience.
User-Generated Content: Encourage and curate content from your community, highlighting how your product fits into real stories and experiences.
Interactive Experiences: Develop digital games, quizzes, or challenges that entertain while integrating your brand.

How to Access Branded Entertainment Services

Brands looking to implement branded entertainment can:

Consult with creative agencies specializing in branded content and entertainment strategy. You can search for terms like “branded content agency” or “branded entertainment production” to find reputable partners in your industry.
Reach out to established media companies or production studios with experience in branded storytelling.
Connect with freelance writers, directors, and influencers who have a track record of successful branded projects.
For small businesses, consider collaborating with local content creators or leveraging platforms like YouTube and TikTok to produce and distribute lower-budget branded entertainment.

When evaluating partners, look for portfolios featuring relevant case studies, testimonials, and proven results. Many agencies and studios list their branded entertainment work on their official websites, so review these resources for inspiration and validation.

Key Takeaways

Branded entertainment is a powerful growth marketing tactic that can deliver deeper engagement, brand loyalty, and organic reach when executed thoughtfully. By prioritizing authentic storytelling and value-driven content, brands can cut through advertising clutter and become part of the culture and conversations that matter most to their audiences.