Hasbro to Create Branded Cable Channel through a joint venture with Discovery Communications, to launch in late 2010.

Ce sont les enfants qui vont être contents

"Today's announcement speaks once again to the power of Hasbro's brands and affirms the company's strategy of providing innovative and immersive entertainment experiences for consumers of all ages in any form or format where and when they want it," he said. "We recognized that if we were going to reach our potential both in terms of satisfying interest in our brands and enhancing shareholder value, we knew we needed to extend our value beyond our games."

Hasbro CEO Brian Goldner

MSN Creates Online Content That Actually Draws People

Quelques case studies américains toujours plein d'enseignements...


... et un lien vers un contenu qui illustre à nouveau, sur une thématique pas des plus sexy, l'énorme potentiel des contenus de marque
Il y a 3 ans j'étais allée voir YahooFinance pour leur proposer 4 émissions de vulgarisation de l'univers de la finance... un peu top sans doute; bravo à Barclays pour Bienvenue chez les Barclays !

Scion rolls out second branded film

Toyota Brand's 'Stomping Grounds' Sticks With Storytelling, Not Ad Message

Toyota Motor Sales USA's cutting-edge, youth-centric brand Scion is rolling out its second branded-entertainment film, the 22-minute, documentary-style "Stomping Grounds." If you don't catch a screening at a film festival, the short will be airing on Scion Broadband, the car brand's online TV network.

Source : Madison&Vine

Is Bud.tv a case study for Branded Entertainment ?

Clamor Over Site Shows That Marketers Who Own Media May Be Playing Under Tougher Rule

Are marketers who create channels to disseminate their own branded content subject to a different standard than standard-issue advertisers?
After the attorneys general of 21 states told the No. 1 U.S. brewer that, as a media owner, it is playing by a different, more stringent, set of rules, the notion of a higher standard for branded-entertainment ventures could have a chilling effect if it's applied broadly.

Source : Madison&Vine