A song and dance: Branded entertainment and mobile promotion

Grainge, Paul

Abstract

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.

Citation

Grainge, P. (2012). A song and dance: Branded entertainment and mobile promotion. International Journal of Cultural Studies, 15(2), 165-180. https://doi.org/10.1177/1367877911416887

• 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
• DOI: https://doi.org/10.1177/1367877911416887
• Keywords: affect, branding, digital media, entertainment, flash mobs, mobile phones, performance
• Public URL: https://nottingham-repository.worktribe.com/output/709359
• Publisher URL: http://ics.sagepub.com/content/15/2/165