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Deadline extended for Branded Entertainment Awards entries

Branded entertainment awards logoThe deadline for submissions for the Australasian Branded Entertainment Awards has been extended until the end of business this coming Monday November 5. The initial deadline was tomorrow.

The extension follows a number of requests from potential entrants.

The Australasian Branded Entertainment Awards recognise excellence in creative work and the bravery of brands seeking to engage consumers by entertaining them, rather than through traditional advertising. The Award categories were developed in consultation with the industry.

Entries must be submitted in electronic format. Further guidelines and an entry form can be accessed via this link.

Entries may be submitted to one or more of the following categories:

Best Brand commissioned project
This category is intended to reward the courage of commissioning brands and the successful execution of a creative project. Commissioned work might not contain an overt display of product or brand in the content, but must be funded by the brand with the primary intention of entertaining consumers.
The content may be aligned to a brand message or demonstrate a brand proposition through storytelling or entertainment. The work may include TV, mini-series, webisodes, cinema, DVD releases and online, be factual or fictional but crucially would not have been created without the support of a brand.

Best non-screen
This category is for creative positioning of a brand through the use of events, festivals, music, installations etc. It is not intended for experiential campaigns, but rather a brand offering an entertaining experience to the consumer which goes beyond a direct brand or product interaction.

Best integration or Brand storytelling – fiction
This category is for creative projects which successfully deliver entertainment for a brand using fictional storytelling, whether through original content or integration into an existing format. Formats may include TV, mini-series, webisodes, cinema, DVD releases, games and online.

Best integration or Brand storytelling – non-fiction
This category is for creative projects which successfully deliver factual or reality-based entertainment for a brand whether through original content or integration into an existing format. Formats may include TV, mini-series, webisodes, cinema, DVD releases, games and online.

Best transmedia
Best cross-platform storytelling, where a brand creates content elements designed for multiple platforms from the outset. The most successful examples are those where the story or brand experience is extended in a unique way on each platform.

Best use of a small Budget (under $25k production budget for each content piece, not including media buy or related distribution costs)
This category is for creative projects which successfully deliver entertainment (factual, reality or fiction) for a brand whether through original content or integration into an existing format. Formats may include TV, mini-series, webisodes, cinema, DVD releases, games and online.

The awards are organised by Mumbrella and sister title Encore.
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