A song and dance: branded entertainment and mobile promotion

Grainge, Paul (2012) A song and dance: branded entertainment and mobile promotion. International Journal of Cultural Studies, 15 (2). pp. 165-180. ISSN 1367-8779

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This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile technology through multimedia ad campaigns with an inscribed entertainment value. Focusing on brand campaigns for 3G mobile services that borrow explicitly from reality television (T-Mobile) and Hollywood film (Orange), the article explores the concept of branded entertainment in relation to the ‘popular imagination’ of mobile communication in the late 2000s. In doing so, it examines the particular relation of flash mobs to the production of brand community.

Item Type: Article
Keywords: affect, branding, digital media, entertainment, flash mobs, mobile phones, performance
Schools/Departments: University of Nottingham UK Campus > Faculty of Arts > School of Cultures, Languages and Area Studies > Department of Culture, Film and Media
Identification Number: https://doi.org/10.1177/1367877911416887
Depositing User: Grainge, Dr Paul
Date Deposited: 06 Aug 2015 16:49
Last Modified: 15 Sep 2016 18:35
URI: http://eprints.nottingham.ac.uk/id/eprint/29259

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