Type A, also called commercial branded content,

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And it is precisely starting from these concepts that branded entertainment is considered the most effective communication strategy and is increasingly adopted by companies to create new bonds with consumers.

Based on the company's goal, we can distinguish 3 types of branded content (osservatoriobe.com):

Hybrid , when the marketing of a brand is inserted into editorial content, such as a TV program or a newspaper article. This type of hybridization is achieved with brand integration and is generally associated with product placement. Examples of this are the various cooking shows, such as Masterchef or Bake Off, in which the entertainment and the brand to be promoted flow into a single large content without, however, interrupting the program.
whose commercial intent is evident, the message focuses heavily on the albania phone data brand with shots or explicit references to the product and the storytelling is weak, aiming to enhance the characteristics of the product. An example is the web series Amiche di Matilde by Matilde Vicenzi, a well-known pastry brand, which was also associated with a prize competition.

Type B, also called immersive branded content, which communicates to the viewer rather than the consumer. This type of branded content, therefore, has no obvious commercial purpose, but is used to communicate the values ​​and identity of the brand without the product necessarily being present in the explicit narration (through shots or quotes). In implicit narration, on the other hand, you can tell not only the story of the brand but also the values ​​associated with it. The most successful and most current example is Barilla's The Rooftop Match : a video created as a response to another video that went viral during the lockdown in which two girls play tennis on the roofs of their city. In the video we see the meeting between the two girls and Roger Federer, a well-known tennis player and brand ambassador for Barilla, and their tennis match on the roofs. A branded content that entertains, involves and fully conveys the values ​​of the brand, always attentive to what happens in the world and to its consumers.