How Storytelling Transforms Brands Into Cultural Icons Through Emotion, Connection, and Creativity
By Evan J. Cholfin
Imagine this: You’re captivated by a thrilling short film or moved by a heartfelt story. You laugh, cry, or feel inspired—only to discover it’s part of a brand’s campaign. You don’t feel marketed to; instead, you feel connected to something meaningful. That’s the magic of branded entertainment.
Traditional advertising—interruption-based and overtly promotional—is losing its grip on modern audiences. Equipped with ad-blockers and selective media habits, consumers seek content that engages, entertains, and resonates authentically. Branded entertainment answers this call, blending storytelling with brand values to craft narratives that audiences actively choose to watch, remember, and share.
This approach transforms marketing into an experience, offering brands the opportunity to connect on a human level and become part of cultural conversations.
Why Branded Entertainment Works
Mirror Neurons and Empathy:Stories activate mirror neurons, enabling audiences to experience emotions as if they were their own. This creates a sense of shared connection with the characters—and, by extension, the brand.
Cognitive Processing and Memory:Narratives are easier for the brain to process and remember than raw information. Unlike traditional ads that rely on facts or features, stories make a lasting emotional and intellectual impression.
Social Identity and Belonging:Great stories reflect shared values and aspirations, aligning the brand with its audience’s social identity. This fosters a sense of belonging and loyalty.
Emotional Resonance:Emotions drive decisions. Whether evoking joy, nostalgia, or inspiration, branded entertainment embeds a brand into the audience’s emotional memory.
Authenticity:By prioritizing the story over the brand, branded entertainment feels genuine. This approach builds trust, as audiences see the brand as a natural participant in the narrative rather than a disruptive force.
Examples of Branded Entertainment That Changed the Game
1. BMW Films’ The Hire: A Cinematic Benchmark
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Objective: Showcase BMW’s innovation, luxury, and performance.
Execution: Directed by Ang Lee and Guy Ritchie, The Hire features Clive Owen as a mysterious driver navigating dangerous missions. Released online—a groundbreaking strategy at the time—the series paired BMW’s vehicles with thrilling, cinematic storytelling.
Results:
Millions of views and critical acclaim.
Elevated BMW’s reputation as a sophisticated, aspirational brand.
Why It Works: By focusing on artistry and storytelling, BMW aligned its brand with creativity, adventure, and excellence, leaving a lasting impression on its audience.
2. Santander Bank’s Beyond Money: Shifting Perceptions of Wealth
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Objective: Reframe banking as a tool for meaningful life experiences rather than material accumulation.
Execution: This short film tells the story of a woman who trades her memories for financial gain, only to discover the priceless value of her experiences. By focusing on themes of loss and fulfillment, Santander positioned itself as a brand that understands the deeper meaning of wealth.
Results:
Achieved the fastest sign-up rate in Santander’s 160-year history.
Sparked global conversations about wealth and happiness.
Why It Works: Beyond Money uses emotional storytelling to humanize banking, making its message resonate universally.
3. Mailchimp’s Wi-Finders: Empowering Creativity
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Objective: Position Mailchimp as a partner for creative entrepreneurs.
Execution: The docuseries profiles inventors and innovators worldwide, celebrating their ingenuity and aligning Mailchimp’s brand with creativity and problem-solving.
Results:
Strengthened its reputation among creators.
Expanded its audience by reflecting its users’ values and aspirations.
Why It Works: By celebrating creativity, Wi-Finders made Mailchimp feel like a collaborator in its audience’s success.
4. SuperMouth’s The Rise of SuperMouth: Turning Oral Care Into Adventure
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Objective: Build awareness for a new oral care brand by making oral care fun and empowering.
Execution: The Rise of SuperMouth is a 34-minute hybrid live-action and animated film about the SuperMouth Squad battling Cavitar to save teeth across the galaxy. The campaign expanded into a multi-platform experience, including a comic book, original songs, and live events.
Results:
Reached 1.05 billion unique monthly visitors across media.
Named one of “The 4 Best Summer Marketing Campaigns of 2023” by Springboard.
Why It Works: By turning a mundane task into an epic adventure, SuperMouth connected with families in a meaningful way, fostering excitement and loyalty.
5. JW Marriott’s “Two Bellmen”: Modernizing Luxury
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Objective: Reposition JW Marriott as a bold, modern destination for Millennials.
Execution: The 17-minute short film blends action, comedy, and luxury, following two bellmen as they thwart an art heist. The series, including sequels, premiered with a Hollywood-style event and leveraged social media for global reach.
Results:
5M+ views within three weeks.
247 million media impressions, worth $34M in earned media value.
Why It Works: Two Bellmen combined humor, action, and aspirational visuals, reshaping perceptions of JW Marriott and making it appealing to younger travelers.
How to Create Effective Branded Entertainment
Understand Your Audience:Start by identifying your audience’s values, aspirations, and interests. For example, Santander Bank’s Beyond Money reflects its audience’s desire for meaningful wealth, positioning the brand as empathetic and forward-thinking.
Find the Right Story:The narrative must align with the brand’s philosophy and address universal themes. BMW’s The Hire aligns its vehicles with sophistication, performance, and adventure through cinematic storytelling.
Seamless Brand Integration:The brand should enhance the story, not overshadow it. For instance, Mailchimp’s Wi-Finders positions the platform as a creative partner without being intrusive.
Invest in Quality Production:Audiences expect cinematic quality, from visuals to scripts. High production value, as seen in Two Bellmen and The Rise of SuperMouth, ensures engagement and credibility.
Leverage Multi-Platform Experiences:Extend the narrative beyond one medium. SuperMouth’s campaign included a comic book, original songs, and live events, creating a rich branded universe.
Measure Holistically:Beyond views and impressions, assess changes in brand sentiment, customer retention, and long-term loyalty to understand the full impact of the campaign.
Future Trends in Branded Entertainment
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Interactive Storytelling: Campaigns like Perrier’s The Secret Place let viewers actively explore and influence the story, offering deeper engagement. This immersive experience allowed users to navigate a Parisian nightclub mystery through multiple character perspectives, showcasing Perrier’s brand in a glamorous and adventurous context.
AI-Driven Personalization: AI allows brands to create tailored stories for specific audience segments, delivering personalized content that resonates deeply.
Cross-Platform Universes: Expanding narratives across films, games, and virtual spaces deepens engagement. A campaign like The Rise of SuperMouth, with its mix of film, comics, and live events, exemplifies how brands can extend their reach across multiple mediums.
Ethical Storytelling: Transparency and authenticity will remain critical as storytelling evolves. Brands must ensure their content reflects genuine values and avoids manipulative tactics.
Conclusion
Branded entertainment turns marketing into cultural moments that audiences choose to engage with and remember. By focusing on values, emotions, and shared experiences, brands can transcend traditional advertising and create lasting connections.
Your story is waiting to be told. Let’s create something unforgettable.
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