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The Brand Show : Blog : The U.S. Army makes Hollywood a brand ally

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Lt. Col. Gregory Bishop (fourth from left) and his team on the set of Transformers: Revenge of the Fallen at White Sands Missile Range in New Mexico.
Oct 19, 2009
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podcast : branded entertainment

The U.S. Army makes Hollywood a brand ally

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19 min 26 sec

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When Reese’s Pieces lured a shy little alien from the bushes in the 1982 blockbuster E.T., sales for the bite-size candy shot through the roof. Fast forward to the summer of 2009: the aliens are much, much bigger and so is the opportunity for brands that appear in Transformers: Revenge of the Fallen. Like other brands featured in the film, The United States Army takes its screen time seriously. Lieutenant Colonel Gregory Bishop , Entertainment Liaison for the U.S. Army, joins The Brand Show to offer his perspective on the value of entertainment as a branding vehicle. The seasoned officer discusses his organization’s role in film and television projects including G.I. Joe and Army Wives.

Listen as Lt. Col. Bishop talks with our hosts from Two West about:

  • The process of choosing projects that fit a brand’s strategic objectives.
  • How the U.S. Army measures the effectiveness of branded entertainment.
  • The delicate balance between creative storytelling and authentic messaging.

What is the most effective branded entertainment project currently on television or in theaters? Join us on our LinkedIn group and share your thoughts.

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