7 Branded Content Ideas to Fire Up Your Imagination!

 

Why Branded Content?

Branded content is the new marketing buzz word and Summit Media has been a leader in this field.

“Branded content is advertising that is relevant created so that they are useful to our readers,” says Florence Magno, Group Advertising Director for Summit Media. “Readers appreciate the advertising because we integrate their message into the product in a very seamless manner.”

1. Ace Paints and Real Living

Summit’s shelter magazine, Real Living, created a bookazine for ACE Hardware called “Real Color Ideas” which incorporated ACE Hardware’s branded paints (ACE PAINTS) seamlessly into the magazine’s editorial. Ace’s various paint palettes were placed side by side with photos of home interiors that used the color palette.

“The readers who buy the book are interested in using color to spruce up their home,” says Frances Haw, Real Living’s associate publisher. “That ACE color palettes are integrated into the magazine will most likely point the reader to the closest ACE HARDWARE when they think of buying paint.”

For more information please contact
frances.haw[at]summitmedia.com.ph

2. Maggi Magic Sarap and Yummy

Another effective execution appeared in Yummy magazine. Maggi Magic Sarap wanted to be in Yummy’s “baon special” and had recipes created specifically for the theme. Summit’s in-house creative agency created four back-to-school recipes for the issue and these were featured in a two-page spread in Yummy.

Frances Haw, who is also associate publisher for Yummy, says, “We are able to give readers recipe ideas from Maggi that make both groups happy. In fact, we have received reader mail thanking us for making their lives easier with these recipes.”

For more information please contact
frances.haw[at]summitmedia.com.ph

3. Goldilocks Customized Wedding Cakes and Martha Stewart Weddings

When Goldilocks wanted to show their made-to-order wedding cakes to the public, they chose to do so in two Summit titles, Martha Stewart Weddings and Preview.

Tara Santos, associate publisher for Martha Stewart Weddings, says that Summit Media created a magazine called Luxe for Goldilocks that was inserted in every issue of MSW’s second issue.

There were two ideas that Goldilocks wanted to tie together. First, that in a wedding, the cake, the flowers, and the gown were three of the most important things. Second, that the wedding cake was the center of the wedding’s theme.

Tara thought of bringing together the best of each of these fields to collaborate in putting together a mini-magazine to be inserted inside Martha Stewart Wedding’s March issue. That’s how icons – fashion designer Inno Sotto and florist/caterer Margarita Fores came into the picture.

Inno designed a cake and gown just for Goldilocks and Margarita created a table setting for the shoot. The product was a keepsake supplement..

For more information please contact
tara.santos[at]summitmedia.com.ph

4. Goldilocks Customized Wedding Cakes and Preview

Preview, the country’s leading magazine, also worked with Goldilocks to promote its customized wedding cakes. For Preview’s June issue, which also happened to be its wedding issue, a Goldilocks 28-page wedding cake supplement called “Preview Bride:Sweet Inspirations” was inserted in every issue of the magazine.

Preview’s team publisher Ichi Apostol says, “We wanted to communicate that Goldilocks customized cakes were an important element in any stylish wedding.”

To achieve this goal, the mini-magazine included stories on fashionista brides and trends in wedding fashion. But the highlight of the special was the 8-page fashion feature which put together 18 cakes designed by Preview’s creative director Vince Uy photographed beside models donned in wedding gowns made by the country’s most famous designers like Jun Escario, Mich Dulce, and Randy Ortiz.

“This is a keepsake for our readers,” adds Ichi. “When they eventually tie the knot, they will refer to this magazine for cake and gown ideas.”

For more information please contact
ichi.apostol[at]summitmedia.com.ph and denise.congco[at]summitmedia.com.ph

5. Samsung Ultra Touch and Preview

When Samsung wanted to launch its new Ultra Touch phone, it approached Preview and two other competitor magazines to create concepts around “style icon.” The brief from Samsung wanted Preview’s readers to vote for their style icons on the Samsung website.

Preview’s team publisher Ichi Apostol says, “Since we were all in the running, I wanted to make sure we had an original concept and original set of style icon nominees. Seeing that Samsung wanted to drive people to its website, our Creative Director Vince Uy immediately recommended the country’s most prominent fashion bloggers.”

“So we picked three of them—Cecille Zamora, Daphne Osena, and Ingrid Go who each had a cult following among the country’s fashionable set,” adds Ichi.

According to Ichi, the idea so caught Samsung’s imagination, they gave Preview the go-signal to produce a 12-page supplement called “Virtual Style”.

“The best thing about getting the bloggers was they all wrote about the campaign.”

For more information please contact
ichi.apostol[at]summitmedia.com.ph and denise.congco[at]summitmedia.com.ph

6. K-Zone and Toys R Us exclusive brands

Toys R Us wanted to communicate their fun brand and at the same time showcase their toys in a soft-sell way. K-Zone pitched their annual “K-Zone’s Guide to Surviving a Bummer Summer” that contained more than 70 puzzles and games aimed at kids 9 to 12. “K-Zone is known for its puzzles and its fun activities. These games included about five puzzles highlighting TRU’s exclusive brands,” Christine Ko, K-Zone’s team publisher comments about the tie-up. Twenty thousand copies of “K-Zone’s Guide to Surviving a Bummer Summer” were distributed in book stores, supermarkets, and all Toys R Us outlets.

For more information please contact
christine.ko[at]summitmedia.com.ph

7. Total Girl and Fresher Feminine Wash

When Fresher Feminine Fresh was relaunched in the market to tween girls, they wanted more than a regular ad inset in tween magazines. Total Girl, Summit’s magazine for 9- to 12-year-old girls, pitched a SLAMBOOK that would incorporate Fresher’s three characters representing each of Fresher’s three variants.

Team publisher Christine Ko explains “When I was in grade school, slambooks were all the rage. Everyone had one. We wanted to bring the fad back.”

Ten thousand copies of the Slambook were printed and sold out within a month. Another 10,000 copies were reprinted and sold out as well. “To this day, ’ says Christine, “some kids are still looking for the Slambook.” The Slambook 2009 is open for sponsorship.

For more information please contact
christine.ko[at]summitmedia.com.ph