Branded content that humans actually chose to watch.
New GONG
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Best use of Film
Branded fiction, or factual films, series, or documentary/reality film created for cinema, TV, online or video on demand platforms.
Best use of Audio Content
Content created for radio, podcasts or other audio platforms.
Best use of Live Entertainment
Live entertainment, including concerts, live streams, stunts and festivals held physically or within virtual worlds, crafted to amplify a brand's message and increase engagement with an audience.
Best use of Metaverse, New Realities & Emerging Tech
Immersive experiences which creatively push the boundaries of technology within entertainment. Including but not limited to AR, VR, Al, voice technology, blockchain technology, gamification, virtual worlds, metaverse and all other emerging platforms. Does not include prototypes of early stage technology.
Best use of Cultural Insights
Creative use of insights derived from a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
Innovation in Branded Entertainment
Ground-breaking and unparalleled branded content.
Best use of Gaming
Creative content crafted to build awareness and promote a brand by associating it with culture and values through the use of gaming and storytelling. Including but not limited to audio-visual gaming content, live broadcast of gaming events and esports, mobile games, brand integration into games, and innovative use of gaming/streaming platforms.
Best use of Music
Creative musical collaborations and branded music content, demonstrating original production, promotion or distribution of music for brands and/or work where a recording artist or platform is creatively leveraged to communicate with consumers.
Best use of Sport
Creativity that taps into fan culture and leverages the power of sports and esports in connecting people to brands, demonstrating excellence in breakthrough creativity within the sports and esports ecosystem through the use of effective strategic planning, sponsorship, brand management, media, entertainment and/or talent.
Best Integrated Branded Entertainment
Campaign Entries will be judged on how successfully they have integrated the campaign with branded entertainment as its core. The brand's message is communicated throughout the campaign by building and/or using branded entertainment.
Breakthrough on a Budget: Branded Entertainment
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
Gong for Good: Branded Entertainment
The use of insightful creativity to solve a problem for a cause, ultimately leading to social impact. Only work for nonprofit organisations can be entered into this sub-category. Entries from this sub-category will be combined with all Gong for Good sub-categories and to be judged separately by Gong for Good Juries.
