“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 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.