Zucker.Kommunikation

If the experts in the media are to be believed, a new trend has been discovered that is electrifying advertisers and marketers alike: “Branded Entertainment” is written all over the attractive packaging – but just what’s inside? Well, as everybody who's reading this knows from own experience: This is the era of the digital lifestyle. Using the endless possibilities of “Web 2.0” and other offerings in digital entertainment and communications is just as natural as visiting sporting, cultural and musical events. It's about creating your own agenda.
So it’s not surprising that basic advertising hardly gets noticed. Not least because what used to be fixed groups are breaking up into ever smaller fragments and reforming in totally new locations. The urge for individuality is great. And yet they are still to be found, the big communities. They are named MySpace and YouTube, LinkedIn and OpenBC, ebay and bwin, iTunes and Gamesload. Gaming, networking, sharing, betting, buying and selling ... With all this interaction going on, simply transmitting a message just doesn’t work anymore. The message for the brands is loud and clear: Get yourself attention by communicating through content and entertainment! And there we have it: Branded Entertainment.
Sounds good and it might just be the most appropriate description at the moment. It’s just that it’s not all that new. It's formerly known as Public Relations or Below-the-line Communications or Guerrilla Marketing or ... Whatever you name it: It's always about creativity and passion for communications. It's always Zucker.
Zucker.Kommunikation

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