A song and dance: branded entertainment and mobile promotion
This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile technology through multimedia ad campaigns with an insc...
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| Format: | Article |
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Sage
2012
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| Online Access: | https://eprints.nottingham.ac.uk/29259/ |
| _version_ | 1848793747846856704 |
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| author | Grainge, Paul |
| author_facet | Grainge, Paul |
| author_sort | Grainge, Paul |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile technology through multimedia ad campaigns with an inscribed entertainment value. Focusing on brand campaigns for 3G mobile services that borrow explicitly from reality television (T-Mobile) and Hollywood film (Orange), the article explores the concept of branded entertainment in relation to the ‘popular imagination’ of mobile communication in the late 2000s. In doing so, it examines the particular relation of flash mobs to the production of brand community. |
| first_indexed | 2025-11-14T19:05:13Z |
| format | Article |
| id | nottingham-29259 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:05:13Z |
| publishDate | 2012 |
| publisher | Sage |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-292592020-05-04T16:32:30Z https://eprints.nottingham.ac.uk/29259/ A song and dance: branded entertainment and mobile promotion Grainge, Paul This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile technology through multimedia ad campaigns with an inscribed entertainment value. Focusing on brand campaigns for 3G mobile services that borrow explicitly from reality television (T-Mobile) and Hollywood film (Orange), the article explores the concept of branded entertainment in relation to the ‘popular imagination’ of mobile communication in the late 2000s. In doing so, it examines the particular relation of flash mobs to the production of brand community. Sage 2012-02-20 Article PeerReviewed Grainge, Paul (2012) A song and dance: branded entertainment and mobile promotion. International Journal of Cultural Studies, 15 (2). pp. 165-180. ISSN 1367-8779 affect branding digital media entertainment flash mobs mobile phones performance http://ics.sagepub.com/content/15/2/165 doi:10.1177/1367877911416887 doi:10.1177/1367877911416887 |
| spellingShingle | affect branding digital media entertainment flash mobs mobile phones performance Grainge, Paul A song and dance: branded entertainment and mobile promotion |
| title | A song and dance: branded entertainment and mobile promotion |
| title_full | A song and dance: branded entertainment and mobile promotion |
| title_fullStr | A song and dance: branded entertainment and mobile promotion |
| title_full_unstemmed | A song and dance: branded entertainment and mobile promotion |
| title_short | A song and dance: branded entertainment and mobile promotion |
| title_sort | song and dance: branded entertainment and mobile promotion |
| topic | affect branding digital media entertainment flash mobs mobile phones performance |
| url | https://eprints.nottingham.ac.uk/29259/ https://eprints.nottingham.ac.uk/29259/ https://eprints.nottingham.ac.uk/29259/ |