A Recipe for Tasteful Branded Content
The “content is king” maxim still reigns supreme in the digital marketing world, but people are increasingly put off by anything that reads too sales-y. As a result, brands and agencies are tasked with producing ever-better content, something that resonates with audiences and drives sales.
Not an easy task, and attempts often fall short. But we recently discovered a video series that feels like a real success. Diageo – spirits producer behind big names like Bulleit and Tanqueray – teamed up with Amazon Prime and Something Studios content agency for a shoppable travel documentary series.
Viewers join the show’s host, Carey Watkins – a charming and perfectly bobo LA-based Melbournian – on a cocktail-driven journey, World Class List. Each 20-minute episode takes place in a different city – Sydney, Taipei, Barcelona, San Francisco, and Mexico City – and features some of the world’s best bartenders as tour guides. Since the bartenders are in-the-know locals, the series also serves as a useful food-and-drink city guide.
We undoubtedly see Diageo product placement – an ode to blended Johnny Walker Gold as symbolic of the smoky BBQ culture of Sydney, for example – and links to Diageo’s e-commerce site are embedded in the films, but it doesn’t feel too forced. And that makes all the difference.
Our takeaway from the series? The key to successful branded content is identifying a product or brand’s home, then showcasing a naturally occurring story. And if you can make it functional, and thereby bookmark-worthy, all the better.