Once upon a time, in a land far, far removed from the Internet, brands were relegated to traditional modes of advertising. Those were the days before the wind whispered “content marketing” as it gently blew through the trees, when “lifestyle” was simply the way to describe how someone lived, and “social media” was a Polaroid camera passed around a room.
In today’s media-saturated world, brands are not only sponsors, but creators too. And over the past few years we have honored several masterworks of the genre, from Old Spice’s innovative Response campaign in 2011 to this past year’s Scarecrow campaign from Chipotle, and the viral hit Telekinetic Coffee Shop Surprise.
This year we felt it was time to give this brand of content its very own suite of categories. Not quite Interactive Advertising, not quite traditional Online Film & Video, this type of work will now be honored under the banner of Branded Entertainment.
Whether animated, integrated, live, viral, scripted, unscripted, short, or long, there are several brand new categories dedicated to your branded work.
Want to see what happened at the 20th Annual Webby Awards? Watch the show on WebbyAwards.com and all the highlights now.