The Association of National Advertisers(ANA) has found that nearly two-thirds of client-side marketers—63 percent—plan to participate in branded entertainment projects in 2012, making branded entertainment a common marketing strategy for many companies.

Further statistics from the article point to why client-side marketers are embracing the medium of advertainment:

• The ability to make a stronger emotional connection with the consumer (78 percent)
• The ability to align their brand with relevant content (75 percent)
•  And the ability to build brand affinity with a desired target group or demographic (73 percent)

Branded entertainment faces challenges, however, as it relates to tracking effectiveness:

Though branded entertainment provides many opportunities, client-side marketers indicated that they are not satisfied with the quality of research available to measure its effectiveness in both 2006 and 2011 (64 percent and 65 percent, respectively). While 83 percent of today’s marketers’ companies are measuring the impact of their branded entertainment integrations, 63 percent find it challenging to do so. In the 2006 survey, the same percentage (63 percent) indicated that it was a challenge to measure branded entertainment activities.

The shorts highlight the ship’s environment and multitude of activities that can be done while onboard. The copy isn’t “adcentric” but does include mentions of the Allure’s features and benefits, which is to be expected since the shorts are branded entertainment (“advertainment”) with a specific purpose in mind – entice the consumer to book passage.

Here’s the short The Allure of Love, which is the one directed by Jenny McCarthy.

The Allure of Love

The short directed by James Brolin, Royal Reunion is below:

Royal Reunion

In addition to James Brolin and Jenny McCarthy, the shorts star Dean Cain, Amy Yasbeck, Scott Elrod and Courtney Henggeler.  So while there may not be an A-lister among the group, there is star power and recognizable faces / names that assist the entertainment ads in rising above the noise.  The company’s Facebook page features production images; and based on those photographs, each short film was shot on Arri’s Alexa, a high-end production camera.  With both exotic locations and the Allure of the Seas, there is a lot of production value on screen.  The point of the matter is that the company invested wisely to create entertainment vehicles that feature its product in an innovative way and potentially make the consumer interested in purchasing a ticket.

Please note that Royal Caribbean and Ocean Views Films are the copyright holders for all images and videos within the post related to The Allure of Love and Royal Reunion. The copyright holder reserves all rights.

There are three leading strategies being used for the multiplatform content model, these being:

1. Brand awareness;
2. Entertainment with promotional tie-ins and premium content and;
3. Cause marketing / social impact.

Examples of each are outlined below:

An important component of multiplatform content is social media, i.e., using social media as a way to engage super users (brand champions), consumers and fans in order to have open, two-way communication. This involves the use of blogs, vlogs (video blogging), forums, Facebook, Twitter, YouTube channels, et al.

Content distribution contains touch points along several paths, these being PC’s – websites, Facebook, Twitter, the blogosphere, YouTube, portal sites (AOL, Yahoo!), MySpace; mobile handsets – iOS, Android, Windows, streaming services (e.g., Netflix, Amazon, iTunes), TV (cable, broadcast); and handheld devices – iPod, iPad, Playstation Portable (PSP) and tablets.

It must be understood that not every brand will use all distribution channels for content. The methods of distribution and how to employ social media in the process are formulated strategies designed by consulting with key decision makers. The cornerstone of this conversation should be a thorough and attentive comprehension of the brand’s overall marketing strategy and how to best leverage multiplatform content as a portion of this plan.

Originally produced for 168 Hour Film Project, ‘Living Waters’ is a short film that I wrote. It was directed by Brad Burrow and stars Anita Cordell. Noted photographer Isaac Alongi did the DP honors.