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Brand breaks. US-based Break Media says it has significantly upped the number of branded content projects it makes for advertisers, having already completed more than 25 campaigns so far this year.
“Brands and agencies are seeing a measurable difference in engagement and viral distribution in the campaigns that we’ve executed,” said Keith Richman, CEO and founder of Break, which publishes guy-oriented video (see below). “And we’ve learned a thing or two along the way about how we make content that really speaks to our audience, and do it on a budget that can provide real returns for brands.”
In 2009 to date, Break has produced a four-part series of ‘docusodes’ for Levi’s chronicling stories about offbeat events, while Castrol commissioned a campaign that resulted in a series of videos, Urban Car Legends.
And KFC used the man-on-the-street interview style in three webisodes which starred the brand’s iconic Colonel Sanders.
“We came to Break because they know how to produce quality content that speaks specifically to guys,” says Deva Bronson, digital media manager of KFC. “We worked together with the Break Media Creative Lab to come up with custom ideas and solutions for the KFC brand, and we were very happy with the high level of engagement the brand experienced with this creative content approach.”