BE Awards call for entries announced
The call for entries for the second year of the awards for Australasia’s best branded content and branded entertainment is now open.
The 2013 BE Festival of Branded Content and Entertainment takes place in October. The BE Awards aim to recognise excellence in creative work and the bravery of brands seeking to engage consumers by entertaining them, rather than through traditional advertising.
This year’s BE Awards are open to work from across the APAC region. New categories include native advertising, music, sponsorship, experiential and gaming, along with an award for a branded content campaign. The work will be judged by a two-stage judging process.
Details of how to enter are available via this link.
The BE Awards and Festival have been developed in consultation with the industry and an advisory panel of experts on different disciplines within the branded content space.
In the awards, branded content and entertainment is being defined as original content created or funded by a brand, or where a brand integrates marketing messages into content, with the primary intention of delivering an entertaining and engaging experience to consumers.
The closing date for entries is the 25th August 2013, and the winners will be announced at the Festival.
The BE Award categories are:
- Best brand-commissioned project
- Best integration or brand storytelling (fiction)
- Best integration or brand storytelling (non-fiction)
- Best transmedia
- Best use of a small budget
- Best use of interactive
- Best use of experiential
- Best use of music
- Sponsorship / product integration (into an existing property)
- Best use of gaming
- Best branded content campaign
- Best use of native advertising
A full breakdown of category definitions and entry criteria can be found here.
All enquiries should be directed to Festival curator Cathie McGinn via email or by calling +61 2 8296 0205.
In Media Watch on 22 July, Paul Barry critiqued PR & “editorial” content.
Check Media Watch link: http://www.abc.net.au/mediawat…..808548.htm
BRANDED CONTENT is slanted, deceptive propaganda posing as neutral information.
Heaven help us all when commercial brands rule our mindspace.
Except, of course, they already do.
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