P&G: Engaging Customers Through Branded Entertainment

by: Rajeev Batra

Publication Date: March 1, 2009
Length: 20 pages
Product ID#: 1-428-774

Core Disciplines: Communications, Marketing/Sales

Partner Collection:

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Teaching Note

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This case presents the novel approach Procter & Gamble (P&G) has taken to weave advertising into entertainment. As media channels have become more fragmented, P&G has developed branded entertainment campaigns to reach a more targeted set of consumers. P&G has employed these principles to reach what it terms the “branded entertainment sweetspot”. The case describes P&G’s branded entertainment principles and profiles numerous campaigns that the company has run. It then asks the students to evaluate the campaigns and determine how they would improve upon them. This case is currently only available to professors at the University of Michigan Ross School of Business, for educational purposes only. To purchase the case, please contact info@wdi-publishing.com.

Teaching Objectives

After reading and discussing the material, students should:

  • describe appropriate business terms and principles approriate to this case,
  • apply critical concepts from earlier learning to define a solution to the case,
  • successfully articulate data and information in support of the solution proposed,
  • critically analyze and discuss other responses and solutions to the case,
  • draw lessons from the case analysis,
  • generalize the learnings of this case to other business challenges and decisions in organizations other than the one analyzed in this case study,
  • demonstrate leadership and scholarship in analysis.