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It’s funny to me that people think that “Branded Content” is a new idea .
It’s so old. (Vanha, as we say in Finland).
MIchelin first published its Michelin Guides in 1900. Michelin Stars are still the thing that all the world’s restaurants strive for.
I found a new example today. A radio show, completely commissioned by a drinks brand, in the 1940s.
The 10-2-4 Ranch was aired in the south during the second world war. Great tunes, and a great connection to the brand which was (according to their research) consumed mostly at 10am, 2pm and 4pm. They used the 10-2-4 thought in their print advertising too – a true 360 campaign based on a real insight and including branded content.. almost 70 years ago!
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Daniel Goodall
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