Skip to main content

Research Repository

Advanced Search

A song and dance: Branded entertainment and mobile promotion

Grainge, Paul

A song and dance: Branded entertainment and mobile promotion Thumbnail



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.


Grainge, P. (2012). A song and dance: Branded entertainment and mobile promotion. International Journal of Cultural Studies, 15(2), 165-180.

Journal Article Type Article
Online Publication Date Aug 18, 2011
Publication Date 2012-03
Deposit Date Aug 6, 2015
Publicly Available Date Aug 6, 2015
Journal International Journal of Cultural Studies
Print ISSN 1367-8779
Electronic ISSN 1460-356X
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 15
Issue 2
Pages 165-180
Keywords affect, branding, digital media, entertainment, flash mobs, mobile phones, performance
Public URL
Publisher URL


You might also like

Downloadable Citations