More and more, branded-entertainment is being used as a way to distribute corporate-responsibility campaigns, hoping to create stronger ties with socialy responsible consumers.  Some brands using this tactic include Boost Mobile, the Microsoft Network and Virgin Mobile USA.

“Content creates an emotional bond with the consumer. It [forges] a connection between the brand message … and the viewer in a way that a 30-second ad can’t do,” said Bill Hilary, president of Interpublic Group-owned Magna Global Entertainment.

Gayle Troberman, head of digital marketing at Microsoft’s consumer marketing group, added that social responsibility branded-entertainment marketing: “is going to be the next big wave of content and marketing investments.”

MSN has taken an innovative approach with its new Web portal — which launches next month WhatOnEarthIsGoingOn.msn.com. It’s a partnership with U.K.-based company What On Earth Is Going On, which focuses on socially relevant marketing initiatives. Users on the portal can connect to global brands based on their interests and passions.”It will be a curated site that celebrates different projects,” said David Alberts, founder of What On Earth.One such project will involve a partnership with Filmaka.com, a destination for filmmakers seeking to get their talent showcased for Hollywood decision makers. What On Earth will work with brands to create topics for short films. Alberts offered water as an example, with a theme of “What is the value of a glass of water?” Submissions will be narrowed down to 15 finalists by peer voting and a panel of judges, with the shorts being shown on both sites.

“It’s a way to get people thinking, and start a discussion in an entertaining and involving way,” said Alberts. [AdWeek.com]

MSN has already been working with environmental causes; in July 2007  they sponsored the Live Earth series of international concerts in conjunction with the “Save Our Selves (SOS) - The Campaign for a Climate in Crisis” initiative. The Live Earth concerts were shown on MSN, and according to the company, received a total of over 15 million video streams. and check out  http://www.liveearth.org/ for ways to get involved.

Related:  

The full AdWeek article

Filmaka.com

Liveearth.org