Digital Design Blog

Future of Entertainment Advertising Panel: Back To the Glory Days of Soap and Sponsorships

Inspired by the Futures of Entertainment 2 talk: Advertising and Convergence Culture
Panelists: Mike Rubenstein, Baba Shetty, Tina Wells, Faris Yakob, and Bill Fox

Did you know that soap operas were named that because they were originally just long skits used to shill laundry detergent? Proctor & Gamble started the phenomenon, with the dramatic radio (now TV) serial Guiding Light, in 1937.

And what was our past seems to be our future, too. With traditional advertising taking a debatable dive, the big marketers of the world are hunting for fresh blood. And their new favorite kill appears to be “branded entertainment” - sponsoring TV shows, films, sports teams, games, musicians, and anything else that you like that might make you like them, too.

Paul McCartney, brought to you by Apple, “24″ supported by Cisco Systems, ” The Chicago Bulls powered by KIA Motors, Second Life as envisioned by American Apparel, Boing Boing sponsored by HP. One brand halos another and we all get free content. Or something like that.

The most interesting part: it’s not just the big ad guys, either. We’re all getting into the act. Sites like Yelp! and Facebook give us countless opportunities to associate ourselves with our favorite (or not-so-favorite) things. Even a group of ordinary Brits pulled a Packers maneuver and pooled their money to buy a soccer team.

Guess we’re all looking to participate and engage - it’s not just a personal phenomenon, but a corporate one, too.