Definition of Entertainment Marketing
Entertainment marketing refers to the process of using different elements of the entertainment industry, such as movies, music, sports, and celebrities, to promote a brand, product, or service. This strategy involves leveraging the appeal and popularity of the entertainment world to attract the target audience and create brand awareness. It includes partnering with entertainment properties, celebrity endorsements, and event sponsorships.
The phonetic pronunciation of “Entertainment Marketing” is:/ˌɛn.tərˈteɪn.mənt ˈmɑr.kɪt.ɪŋ/Here it is broken down into syllables:En-ter-tain-ment Mar-ket-ing
- Entertainment marketing focuses on promoting and creating a buzz around movies, television shows, live events, and celebrities, with the aim of attracting and retaining audiences.
- It combines advertising, public relations, and content creation to generate interest and strengthen the connection between audiences and the entertainment world.
- Evolution and growth in technology, especially social media and digital streaming platforms, have significantly impacted entertainment marketing, allowing for more targeted and personalized campaigns.
Importance of Entertainment Marketing
Entertainment marketing is a significant digital marketing term as it involves creating engaging promotional strategies intended to capture the attention of the target audience through various channels such as music, video games, film, and television.
By incorporating elements of entertainment, marketers make the content more appealing, encouraging brand awareness, social sharing, customer retention, and generating leads or conversions.
Additionally, as the media landscape continuously evolves, brands that utilize entertainment marketing effectively establish stronger connections with their audience by offering emotive experiences, unique storytelling, and an enjoyable escape, thus fostering consumer loyalty, credibility, and overall market competitiveness.
Entertainment marketing is a dynamic niche within the broader field of digital marketing that serves to captivate and engage audiences by leveraging the power of captivating storytelling and unique experiences. At its core, entertainment marketing is focused on making a brand or product memorable and relatable by evoking emotional response as a result of a delightful experience, rather than solely focusing on informative advertisements or direct sales pitches.
This approach aims to foster deeper connections between consumers and brands, oftentimes blurring the line between marketing and pure entertainment. The purpose of striking this balance is building brand loyalty, increased customer retention, and the generation of organic word-of-mouth recommendations among consumers who are genuinely entertained and intrigued by what a brand has to offer.
In an increasingly competitive digital landscape, entertainment marketing has become an essential strategy for brands to differentiate themselves from competitors and make a lasting impression. Methods used for entertainment marketing include collaborations with leading influencers, the creation of high-quality content such as viral videos, unique events, or gamified brand experiences, as well as fostering organic social media conversations and harnessing the power of virtual and augmented reality platforms.
While these creative pursuits can require substantial investment, the long-term benefits of fostering positive consumer experiences, generating high social media engagement, and driving organic brand advocacy make entertainment marketing a compelling avenue for brands looking to maximize their impact in the digital world.
Examples of Entertainment Marketing
Red Bull Stratos: In 2012, Red Bull executed a groundbreaking entertainment marketing campaign by sponsoring Austrian skydiver Felix Baumgartner’s record-breaking freefall from the edge of space. Dubbed the “Red Bull Stratos” project, the event was live-streamed on the company’s website and YouTube channel, attracting millions of viewers worldwide. The adrenaline-filled campaign managed to associate Red Bull with extreme sports, adventure, and excitement, ultimately enhancing brand visibility and boosting sales.
The LEGO Movie: The 2014 animated film, “The LEGO Movie,” was an ambitious content marketing project by the iconic toy company, LEGO. The film effectively promoted their brand without explicitly selling their products. The movie brought together characters from various LEGO sets while featuring a unique storyline and engaging visuals. The film’s success—both commercially and critically—helped LEGO achieve a significant revenue boost and rekindled interest in their brick-building toys among children and adults alike.
Nike’s “Dream Crazy” Campaign: In 2018, Nike collaborated with controversial former NFL player Colin Kaepernick for their “Dream Crazy” campaign. This marketing move aimed to inspire and entertain audiences while presenting a powerful message encouraging people to ‘Believe in something. Even if it means sacrificing everything.’ The campaign generated massive media attention and online buzz, and despite the initial backlash, it led to increased sales and social media reach for Nike.All three examples showcase the power of entertainment marketing in the digital age. They managed to engage audiences by fusing storytelling, emotion, and entertainment while promoting their brand values and offerings.
Entertainment Marketing FAQ
What is Entertainment Marketing?
Entertainment marketing is a specialized branch of marketing that focuses on promoting entertainment products and services, such as movies, TV shows, music, video games, and live events. This marketing strategy typically involves collaborations with celebrities, influencers, and various media platforms to create buzz and promote the product to its target audience.
What strategies are involved in Entertainment Marketing?
Some popular strategies in entertainment marketing include celebrity endorsements, product placements, event sponsorships, social media campaigns, and the use of virtual reality or augmented reality experiences. These approaches help engage the target audience and drive consumers’ interest in the entertainment product or service.
What are some examples of Entertainment Marketing campaigns?
A few examples of successful entertainment marketing campaigns include Marvel’s social media campaigns for its movies, collaborations between musicians and fashion brands, and Netflix leveraging its original content for cross-promotional events. These campaigns help generate excitement and awareness around entertainment products, ultimately increasing engagement and driving sales.
Why is Entertainment Marketing important?
Entertainment marketing is important because the industry is highly competitive and constantly evolving. Effective marketing campaigns are essential for building awareness, attracting new customers, and retaining current audiences. Moreover, it helps connect with the target demographic, create brand associations, and ultimately improve overall brand positioning in the marketplace.
What skills are required for a career in Entertainment Marketing?
Working in entertainment marketing typically requires skills such as creativity, effective communication, strategic thinking, project management, and familiarity with various marketing channels. An understanding of the entertainment industry, consumer behavior, and the ability to analyze market trends and data are also valuable skills in this field.
Related Digital Marketing Terms
- Brand Integration
- Influencer Partnerships
- Content Sponsorship
- Event Marketing
- Social Media Campaigns