branded-content-online-events
Online & Hybrid Events

Type of branded content for each online event

Branded content, as you can see in more detail in this previous article, is a marketing strategy that involves creating content linked to the brand that captures the audience’s attention in an organic and authentic way. This post focuses on what type of branded content best suits each online event.

Unlike other content more focused on promoting products or services, branded content emphasizes the brand’s values, aiming to impact the target audience by generating conversation and awareness around the brand while providing real value to the user experience.

Adapting branded content to the specific format and objectives of each event not only ensures a more consistent and engaging experience for attendees but also allows brands to build a deeper and more lasting connection.

Branded content for online events

Each online event has its own set of dynamics and expectations, which requires a strategic approach to branded content creation.

From webinars to virtual product launches, virtual conferences, and interactive workshops, among others, considering what type of content is most suitable for each format is key to meaningfully connecting with attendees and maximizing brand impact.

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Below are the main types of branded content for specific online event formats:

Webinars

Webinars are online events primarily designed to share knowledge, conduct presentations, and foster audience interaction. The main objective of this format is to provide informational value to participants, so branded content should be organically integrated and aligned with the educational purpose of the event.

Thus, branded content should not be intrusive or perceived as promotional but should align with the event’s goal of educating and training participants. Therefore, the brand should position itself as a facilitator of knowledge rather than a seller, reinforcing positive perception and audience trust.

Types of branded content that work best in webinars:

  1. Presentations and/or resources with corporate visual identity.
    The logo and corporate colors should be integrated into the design of the materials or resources shared, reinforcing the branding and encouraging attendees to remember it.
  2. Educational content and practical guides.
    Brands can develop e-books, whitepapers, practical guides, or downloadable infographics that complement the webinar’s topic. These resources not only add value but also position the brand as a leader in its sector. This type of content drives lead generation, as attendees will be willing to share their information in exchange for these supporting materials.
  3. Case studies or success stories.
    Integrating real examples of clients who have successfully used the product or service allows the audience to see how the brand can be useful in a more practical and relatable way, without the webinar seeming purely promotional. By presenting these cases, a compelling and realistic narrative is created that shows how the brand can add practical value. This generates trust and an emotional connection with the audience, by demonstrating that the products/services have a tangible impact.
  4. Collaborations with experts.
    A brand’s collaboration with experts or thought leaders in the topic area not only adds credibility to its message but also helps reach the expert’s audience, expanding the brand’s reach. Furthermore, the participation of experts allows the brand’s content to be perceived as more objective and valuable, as it is presented in an educational rather than a commercial context.
  5. Audience interactivity.
    Webinars allow for direct participation from attendees, opening the door to a range of opportunities for interactive branded content. Brands can integrate live polls, Q&A sessions, or even small challenges during the event to encourage active participation. Offering rewards or recognition, such as access to exclusive content or special discounts, can further engage the audience and make them remember the brand experience.
  6. Post-webinar branded content.
    After the event, brands can continue to promote branded content by distributing webinar recordings, visual summaries, etc., in the form of articles or short videos. These materials can serve both attendees who wish to revisit the content and those who could not participate, allowing the brand’s message to have a longer life cycle.

Virtual conferences

Virtual conferences are broader and more complex online events than webinars. They generally encompass multiple presentations, parallel sessions, and usually attract a diverse audience. These events aim not only to share knowledge but also to promote networking opportunities and active participation.

Branded content in virtual conferences should be equally dynamic and versatile, adapting to different moments and spaces within the event, requiring a more immersive and participatory approach. It should create experiences that go beyond simply conveying messages, inviting attendees to interact with the brand in various ways, from personalized sessions to exclusive content. The brand can take advantage of different event spaces to seamlessly and valuably integrate into the overall attendee experience.

Types of branded content that best suit virtual conferences:

  1. Sponsored spaces and virtual booths.
    In a virtual conference, brands can stand out by creating sponsored spaces or virtual booths within the event platform. These spaces allow brands to interact more directly with attendees by offering live demos, product presentations, or even private meetings with potential clients. Additionally, booths can include exclusive downloadable materials, such as catalogs, guides, or studies related to the conference theme, strategically reinforcing the brand’s presence.
  2. Interactive and dynamic content.
    Virtual conferences offer multiple moments to interact with attendees, and branded content can leverage tools like gamification, live polls, raffles, etc. For example, the brand can organize interactive games or challenges during conference breaks, offering prizes related to its product or service. This not only increases brand visibility but also creates a playful interaction space that attendees will appreciate.
  3. Session sponsorships and personalized content.
    In virtual conferences, brands have the opportunity to sponsor specific sessions, positioning themselves as leaders within a particular thematic area. This type of branded content is not just an advertising insertion but can include the brand’s direct participation, such as delivering a keynote or presenting an industry study conducted by the company. By sponsoring key sessions or roundtables, the brand is associated with high-value content for attendees, enhancing its prestige and credibility in the industry.
  4. Sponsored networking.
    A key feature of conferences is the opportunity for networking among attendees. Brands can sponsor networking sessions or parallel events like virtual breakout rooms, offering branded content such as conversation topics, specialized moderators, or even interactive experiences. This strategy creates an environment where the brand becomes a facilitator of meaningful connections, enhancing the perception of its leadership and commitment to the event community.
  5. Multimedia branded content.
    Given the visual and experiential nature of virtual conferences, multimedia branded content is highly effective. This includes creating short videos, animations, interactive infographics, or mini-documentaries that are distributed during breaks or between main sessions. Additionally, brands can offer access to exclusive material, such as interactive demos or virtual tours of products or facilities, that complement the conference sessions and keep the audience engaged.
  6. Event platform sponsorship.
    Virtual conferences rely on technological platforms for their execution, and brands can take advantage of this by sponsoring the platform itself. This could include branding in the event interface, sponsorship of specific areas like the Q&A room or internal messaging, or the inclusion of banners and personalized messages during transitions between sessions. This type of branded content ensures that the brand is present at all times without being intrusive.

Interactive workshops and online courses

These are training sessions that focus on practical skills development and active learning for participants. These events aim not only to transfer knowledge but also to encourage the direct application of the acquired skills. Branded content, in this case, should be integrated in a way that not only reinforces learning but is also perceived as a tool that enhances the overall training experience.

The most important thing is that branded content is not seen as a commercial distraction but as an integral support to the learning process. By adding tangible value, such as access to tools, certifications, or downloadable materials, brands can strengthen their connection with the audience, positioning themselves as facilitators of knowledge, success, and professional growth.

Types of branded content for interactive workshops and online courses:

  1. Supporting materials and downloadable content.
    One of the most valuable resources in these online events is supplementary materials. Brands can create branded content in the form of manuals, step-by-step guides, templates, and practical exercises that participants can use during and after the workshop. These resources not only reinforce the concepts learned but also leave a positive brand impression, as they are associated with practical, useful content that users can apply to their daily or professional lives.
  2. Case studies and practical demonstrations.
    In interactive workshops, demonstrations and case studies are essential to illustrate the application of concepts. Branded content can take advantage of these opportunities to showcase how the brand’s products or services have been used in real-life situations. Through live demonstrations, brands can show the practical value of their offerings, directly connecting with the attendees’ needs and turning branded content into something functional and applicable, rather than being perceived as promotional.
  3. Sponsored tools and software.
    In courses or workshops that require the use of specific tools or software, branded content can include the offer of free access or an extended trial period for these solutions. For example, a brand that offers design or management software could sponsor a workshop by providing participants with temporary access to its platform. This allows them to experience the product firsthand while applying what they’ve learned, creating a positive and direct connection between the knowledge and the brand.
  4. Branded certifications and diplomas.
    Completion certificates are an important part of many workshops or training courses. Brands can leverage this opportunity to subtly integrate their branding by sponsoring the diplomas participants receive. This type of branded content reinforces the brand’s image by associating it with professional or personal achievements. Additionally, the use of branded digital badges or seals can increase visibility when participants share them on social media or platforms like LinkedIn.
  5. Customized learning platforms and environments.
    If the workshop or course is hosted on an e-learning or online training platform, the brand can personalize the learning environment. This can include branding in the user interface, sponsoring key sections of the course, or incorporating motivational or informational messages. Integrating the brand’s presence seamlessly into the platform ensures greater exposure without disrupting the learning flow.
  6. Immersive and interactive branded content.
    To fully capitalize on the interactivity of these events, brands can develop immersive elements, such as gamified experiences or interactive tools. For example, a brand could offer virtual simulators, apps, or augmented reality environments for attendees to practice what they’ve learned. This type of content not only enhances the user experience but also associates the brand with innovation and cutting-edge technology.
  7. Community and post-workshop follow-up.
    Branded content can extend beyond the event by creating an online community or an exclusive space for participants. Brands can offer additional content, discussion forums, or access to experts to continue the training. This approach not only fosters long-term engagement but also strengthens the relationship between the brand and participants by creating an environment where the brand continues to provide value even after the event.

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Product launches

Virtual product launches are events designed to introduce and promote new products or services to the target audience. These events are key for brands as they generate excitement and attention, becoming opportunities to create experiences that not only inform but also emotionally connect with the audience.

Branded content in these types of online events needs to be captivating, dynamic, and perfectly aligned with the brand’s identity and the product message. The main goal is to create emotions and meaningful connections with the audience. By focusing the content on storytelling, interactivity, and usefulness, brands can ensure that the launch is not only memorable but also has a lasting impact on brand perception and consumer behavior.

Types of branded content for product launches:

  1. Promotional videos and teasers.
    Creating launch videos is essential for building anticipation. Teasers and trailers can be used to visually present the features and benefits of the new product in an appealing way. These videos can include testimonials, live demonstrations, and behind-the-scenes footage showing the product’s creation process and how it works. This enhances the impact of the message, maximizes the event’s anticipation, and builds audience trust.
  2. Live events and interactive experiences.
    A product launch can leverage the interactivity of online platforms by organizing live events. This could include real-time demonstrations, Q&A sessions, and even contests giving away the new product. By creating an immersive and participatory experience, a sense of community and connection with the brand is fostered, making the launch more memorable and effective.
  3. Behind-the-scenes content and storytelling.
    Using storytelling to share the story behind the product development can be a powerful strategy. Including behind-the-scenes content, interviews with the design team, or insights into the innovation process humanizes the brand and creates an emotional bond with the audience. This approach not only makes the launch more engaging but also helps convey the brand’s vision and values.
  4. Exclusive trials and samples.
    Offering early trials or exclusive product samples to influencers, journalists, and select customers can create buzz ahead of the official launch. Brands can encourage these individuals to share their experiences on social media, generating authentic content that amplifies the launch’s reach. This strategy not only boosts product visibility but also builds consumer trust by receiving feedback from influential voices.
  5. User guides and educational content.
    Once a product is launched, it’s crucial to help consumers understand its use and benefits. Producing user guides, video tutorials, and educational content related to the product can be an excellent type of branded content. By providing useful information, the brand not only enhances the user experience but also positions itself as an expert, increasing customer loyalty.
  6. Immersive experience platforms.
    For more innovative product launches, brands can use virtual reality or augmented reality platforms to create unique experiences. These technologies allow attendees to interact with the product in surprising and memorable ways, such as visualizing how it would fit into their daily lives. This type of content not only captures attention but also strengthens positive brand perception by associating it with innovation and modernity.
  7. Post-launch follow-up.
    Branded content doesn’t end with the launch. Brands should create follow-up strategies to maintain interest in the new product. This can include sending emails with usage tips, offering special promotions, or creating an online community where users can share their experiences. This approach helps increase customer loyalty.

Real examples of branded content in online events

RED BULL – Virtual Extreme Sports Summit

Red Bull has successfully positioned itself not just as an energy drink, but as a synonym for action, adrenaline, and extreme sports. Over the years, their approach to branded content has been impeccable, seamlessly integrating their brand into sporting events, documentaries, and experiences. A prime example of this strategy was their “Virtual Extreme Sports Summit,” an initiative that not only promoted the drink but reinforced Red Bull’s identity as a leader in extreme sports culture.

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In the latest edition of this Summit, the brand organized an online event that discussed the future of extreme sports and risk culture. The event included interviews with Red Bull-sponsored athletes, clips of iconic moments, and conversations about how Red Bull has impacted the sports world.

What was most interesting about this event was how Red Bull used branded content to naturally integrate itself into the narrative. Instead of focusing directly on promoting the energy drink, Red Bull placed its brand at the heart of the event, associating itself with a lifestyle full of adventure and achievement.

Key branded content elements in the Summit:

  • Valuable content for the community: The Summit wasn’t a direct product sale. Instead, the event focused on providing valuable content for the audience passionate about extreme sports. Athletes shared their personal stories, discussing their careers, challenges, and successes, to connect deeply with the community.
  • Brand integration into the experience: Even though the event was virtual, Red Bull managed to ensure that the audience felt its presence. In every talk or demonstration, the brand’s logo and corporate colors were visible, and the athletes Red Bull sponsors were key participants. However, it never felt intrusive or forced, instead coming across as a natural extension of the extreme sports environment.
  • Immersive experiences: To increase engagement, Red Bull offered interactive elements such as live polls, Q&A sessions with athletes, and skill demonstrations. Participants could also view exclusive videos from past competitions and iconic extreme sports moments, all produced or supported by Red Bull.
  • Collaborations with brand ambassadors: The Summit featured several athletes already aligned with Red Bull as sponsors, including BMX riders, motocross pilots, and snowboarders. These athletes not only offered high-value content but also reinforced the brand’s association with competition, risk, and adventure.

Apple – WWDC (Worldwide Developers Conference)

The WWDC is an annual conference hosted by Apple for developers worldwide. During the event, the company presents its latest updates in operating systems such as iOS, macOS, watchOS, and tvOS, as well as new features for devices like the iPhone, iPad, Apple Watch, and Mac.

Although it’s a technical event aimed at professionals, Apple transforms this conference into a brand experience that attracts a much wider audience, including technology enthusiasts and brand fans. Since 2020, due to the pandemic, WWDC has been entirely virtual, allowing Apple’s global audience to access the event for free.

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Key branded content elements in the WWDC:

  • Apple doesn’t just present products, it tells stories: During WWDC, each presentation follows a narrative structure, with controlled pacing, cinematic transitions, and impeccable visual aesthetics. This approach makes technical announcements and software updates feel like exciting moments. Apple seamlessly integrates its brand with storytelling by demonstrating how its products and platforms not only improve people’s daily lives but also empower developers to create experiences that can change the world.
  • Innovation in action: Instead of simply promoting products, Apple uses WWDC as a stage to showcase innovation in action. Every new software or hardware announcement is framed as a significant improvement for users and developers. For example, the launch of new development tools like Swift or improvements to ARKit (augmented reality) are presented not just with their features, but as creative opportunities for developers around the world. In this way, Apple not only promotes its products but also positions them as key pieces for future innovation.
  • Flawless brand content integration: Apple doesn’t just talk about what its software or hardware does, but rather about the impact it has on users’ lives and the potential it gives developers to innovate.

In an increasingly competitive digital world, creativity and content relevance are key factors that can differentiate your brand. Every online event has its own characteristics and objectives, so choosing the type of branded content that best fits your brand and specific context is essential to maximize impact and effectiveness. Different formats offer valuable opportunities to connect and generate value, allowing you to create experiences that resonate with the audience and enhance engagement.

When planning your online events, it’s crucial to dedicate time to analyzing and defining which type of branded content aligns best with your goals and audience expectations. The synergy between the event and the branded content can be the key to not only capturing attention but also building lasting relationships with your current and potential customers.

Have you considered offering online events for your target audience? Or if you already offer them, have you thought about improving the production and management of your broadcast content? If so, you can contact us through this form.

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