“If brands try to sneak products into story lines, it can come off smelling fishy,” said Dominic Sandifer, president and managing partner at GreenLight Media and Marketing, which creates Web video series for advertisers like American Express.
Branded content “certainly has been done poorly in the past,” said Mr. Sandifer, who does not appear in the film. “It’s a fine line.”
“We advise our clients that it’s brand-funded entertainment, and it’s entertainment foremost,” he added. “When it’s done right, people will choose to engage with it.”
Has Mr. Spurlock done it right? The box office will begin to make its determination this weekend.
Branded Content and How It Blurs a Line - Advertising - NYTimes.com
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