The Cannes Lions International Festival of Creativity has a new category this year: it will reward creativity in branded content and entertainment, defined as the “creation of, or natural integration into, original content by a brand”.
Avi Savar, founder and chief creative officer of Big Fuel, a full-service global social media marketing and communications company based in New York that takes brands from content to commerce, will chair the inaugural Branded Content & Entertainment Lions jury.
The purpose of branded content and entertainment is to deliver marketing messages by engaging consumers via relevant content platforms, rather than traditional advertising methods. Entrants to the Branded Content & Entertainment Lions category will demonstrate how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience.
Entries should demonstrate how consumer insight successfully integrated into original content drives audience engagement and creates synergy across paid, owned and earned media. Entries to Branded Content & Entertainment Lions might leverage a single media channel, such as web video or broadcast, but may also use multiple platforms to deliver content to audiences across various channels, including: radio, magazines, books, gaming, music, video, mobile, social, community, blogs, experiential events, and more.
Branded Content & Entertainment, together with the already announced new Mobile Lions section, brings the total number of Cannes Lions awards categories to 15.
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