Showing is always more effective than telling, particularly if you use the movies. Here's how one speaker used the 2003 remake of the movie "The Italian Job" to show a group of technology marketers the power of branded content over a hard-sell approach.
He opened his speech by giving a brief overview of the movie's plot and by showing a few short action clips. The movie is essentially one giant commercial for BMW's MINI Cooper. After an hour and a half, the cars become co-stars in a fast-paced caper flick.
After showing the clips, he asked the audience if they thought the movie had any affect on the sale of MINI Coopers. After a short discussion, he shared the results of his research with them: Thirty-three MINI Coopers were used during the filming and sales increased at least 20 percent in every market where the movie was shown.
The movie quickly became a compelling example of branded content and served as a springboard for further discussion.