"But as media fragmentation has gone into hyperdrive over the past two decades, brands have been forced to diversify the ways in which they gain and hold our attention. It's no longer viable or effective to overly depend on traditional paid media tools. Marketers can create content and experiences that attract and engage audiences rather than interrupt and annoy them-and drive results. Some of the best examples of this is what we call "brand entertainment." Brands of all stripes talk about it, but it is the exceptions that truly invest in making actual entertainment."
"Dick's Sporting Goods has been funding and producing award-winning content for years. Over the past decade, the retailer has built an impressive catalog of five feature-length films and 10 short-form or episodic documentaries. Its 2014 doc We Could Be King premiered at the Tribeca Film Festival, streamed on Netflix, and won the 2015 Sports Emmy Award for Outstanding Sports Documentary. It won its second Sports Emmy for a doc called The Turnaround last year."
Media fragmentation has forced brands to diversify attention strategies beyond traditional paid media. Marketers can create content and experiences that attract and engage audiences rather than interrupt them and drive results. Brand entertainment includes box-office hits like Barbie and The Lego Movie and branded projects such as BMW's The Hire and Red Bull's Stratos. Dick's Sporting Goods has funded and produced award-winning content, building a catalog of five feature-length films and 10 short-form documentaries. Its films have premiered at festivals, streamed on Netflix, and earned multiple Sports Emmy Awards. In August it premiered Big Dreams: The Little League World Series 2024 and launched an in-house studio, Cookie Jar & A Dream Studios, partnering with Imagine Entertainment and MLB Studios.
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