Amazon’s approach allows brands to integrate themselves into stories in a way that feels organic, thereby engaging viewers without being disruptive or interruptive.
Claudine Cheever, VP of Global Brand and Marketing for Amazon, emphasizes the importance of adding value and fitting naturally into the story to earn a spot in the narrative.
The brand's strategy is to present itself in a way that is valuable to the viewer's experience, using shows like 'Celebrity Substitute' and a TikTok series to achieve this.
Cheever predicts that Amazon's foray into branded content is just beginning, hinting at more engaging shows to come that will continue to blend storytelling and marketing effectively.
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