Mondelez International is making headlines with their new media strategy - branded content that's so entertaining, it not only helps build their brands but also adds a new revenue stream. Their "fearless" plan comes in three phases: it all begins with a live Skydiving stunt for Stride Gum, followed by a partnership with Buzzfeed, and lastly, a series of mobile games. If the way to consumer's hearts and wallets is from entertaining content, why not make that content and make extra from distribution rights, brand integration, and ad space? Their goal is to "break even (globally by 10%) or turn a profit by 2020."
"Interruptive advertising is irrelevant," they argue. "This new approach will make our media spending more sustainable," they say. It sounds great on paper and I understand the holistic 'why not' but let's be realistic.
Remember Flappy Bird? The low budget game from a no-name Vietnamese developer? OK, now try and remember the last branded mobile game you downloaded (research reasons don't count). No? I didn't think so.