This study aims to explore the field of branded entertainment in three white papers. The first document – The Branded Entertainment Landscape – was primarily an introduction to the terminology and practices of the industry today.
In this paper Branded Entertainment: The Canadian Experience, we explore the peculiarities of the Canadian context for branded entertainment in order to provide independent producers guidance on how to best navigate these waters. Through an examination of several outstanding case studies of branded entertainment properties, best practices do emerge for producers interested in tapping into this burgeoning sector of the industry. Finally, this paper points to issues and concerns expressed by industry leaders, both on the brand marketing and producer side of the equation, to pave the way to greater collaboration in the creation and financing of original Canadian content.
The last fold of this trilogy, exploring potential avenues for the future of branded entertainment, will be available in April 2014.