“In the Experience Economy, a Brand is a form of storytelling
and branding is the production and consumption of Stories”
“The efforts in Advertainment can cover a strategic role in the so-called
Integrated Marketing Communication (IMC)”
When ADVERtising and EnterTAINMENT
collide,
ADVERTAINMENT born
ADVERTAINMENT born
Advertainment is the advertising technique that uses
different forms of entertainment to promote products or brands.
Advertainment projects mixing entertainment with advertising, can gain a
strategic role in companies’ communication mix, and integrating with other
advertising techniques it can gain cross-media characteristics.
Actually, until now new creative technologies and their applications
have had the capacity of generating fascination which goes beyond their
commercial perspectives and practical imitations, before they even have the
possibility of undertaking, as each emerging technologies does, to a mutation
process. The deep study of the audience’s engaging components in the scope of
cognitive disciplines, instead, highlights to us that the intersection between
new digital creative technologies and Communication is, effectively, a “cross
fertilization” of different disciplines which refer to the humanistic area in
order to complete itself with the expertise available from the technological
area.