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A song and dance: Branded entertainment and mobile promotion

Grainge, Paul

Authors

Paul Grainge paul.grainge@nottingham.ac.uk



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.

Journal Article Type Article
Publication Date 2012-03
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
Institution 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
DOI https://doi.org/10.1177/1367877911416887
Keywords affect, branding, digital media, entertainment, flash mobs, mobile phones, performance
Publisher URL http://ics.sagepub.com/content/15/2/165
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingh.../end_user_agreement.pdf

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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