It’s easier to do it for TV – the heartland of branded content – but becomes more tricky when the branded experience is only part of the entertainment experience, takes place as you walk through an urban area or brings the TV creative.

The definition we use is that consumers are clearly told that the content they are watching or consuming is coming from Brand X or Company Y.

We don’t restrict how or where they consume that information, so our definition includes Nissan’s venture into branded cities in the US as well as Nike iD’s use of the design process to create content for more potential consumers. 

We’ve identified 15 recent examples to inspire, including five from TV, five online examples as well as five others, from the broader world of integrated, outdoor, gaming and beyond.

The bottom line for successful branded content and all these examples is that the content is useful – as with MegaFon providing a messaging service for gamers – or is entertaining to the target audience.

If it’s not, all the clever targeting or demographic analysis and great creative work by partner agencies won’t help.