Insider Interviews

Leap Into Engaging Branded Entertainment

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Episode notes

Can branded entertainment ever feel "bingeable?" If it's engaging and the characters are relatable! What if no one watches? They will if that branded content is made -- then promoted -- by Leap Media Group. That's what Chris Pizzurro, their Co-Founder, and Michele Fino, Head of Branded Entertainment at Crackle, explain to host E.B. Moss in this episode of Insider Interviews.
While Pizzurro, who had 12 years at Turner Broadcasting learning under Ted Turner before another dozen at advanced ad company, Canoe Ventures, always aims for top quality productions, Leap puts equal focus on distribution and promotion to drive awareness, viewership and ROAS -- Return on Ad Spend. After all, even if a show is well-made, if no one sees it, it doesn't matter how good it is. Leap's recipe for success is evident in such shows created in conjunction with major brands and production companies, as "The Next Turn" from Expedia, and "Bigger Bolder Baking" with chef Gemma Stafford. They've trademarked that one-two punch as LFBE, or Long Form Brand Engagement, complete with a formula for calls to action and show length.

For her part, Fino, who brings a wealth of experience in creating and promoting quality content to the Chicken Soup for the Soul-owned Crackle – from her time working in Branded Entertainment on “American Idol” to marketing at highly regarded non-profits -- is clear that it's about quality and "creating an experience that extends beyond the show." After she offered a detailed explanation of industry acronyms like AVOD, TVOD, CTV, and FAST, she also shared how this content can be a force for good, even if subtly. Producers can organically incorporate social messaging in a "purple" kind of way. For example, showing cooking show chefs using a compost bin or wedding shows including LGBTQ+ couples.
"In every show where they gift somebody a home, there should be a moment where the person uses their new address to register to vote."
Together, they explain the importance of show distribution married to tune-in promotional media... and how when the entertainment content and ads "travel together" it helps defray the cost of production and definitely boosts the value for all partners.

Key takeaways? Production values, a relatable host and an informative, entertaining story drives trust among viewers -- a big factor in building successful personal and business relationships – as well as engaging content. Adding the shoppable element with clear but organic calls to action, and a big helping of tune-in promotion delivers on the promised ROI. Get the full how-to details in this engaging 40 minute episode. And please share, like, review!