How brands and storytelling succeeds in the unscripted space

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

There is no question that Endemol Shine has made a significant impact in the unscripted entertainment space. In looking at their roster of programming, the LA-based company has been on the forefront of building content that has deeply impacted culture in the US and around the world.

From Big Brother to Fear Factor and MasterChef and MasterChef Junior, these shows have woven a significant cultural thread for audiences and brands alike. Tamaya Petteway, senior vice president of brand and licensing partnerships at Endemol Shine North America, knows what makes both a great story and an effective brand relationship.

As far as what makes a great story, Petteway believes that, in unscripted content, a connection between the viewers and contestants manifests itself.

When watching a great reality series, the audience often finds people that they can identify with — and the characters that have interesting and compelling backgrounds help drive the narrative forward. Additionally, viewers invest time and emotional energy in seeing their favorite contestants progress and when they deliver on their own story, the audience, the brands and characters stand to make a strong impact.

Where Petteway would like to see brands make a further impact in unscripted entertainment is in deeper integration with the plot. For a brand integration to work well, Petteway, who has been in entertainment since the late '90s, believes that fully understanding the DNA of a show and a brand - and where the roads meet - can create true magic.

One prime example of that success is the integration of Skype on MasterChef Junior. On the surface, it might not have seemed a great match, but when Endemol Shine and Skype dug in deeper, they found that the product and show matched up well and it ultimately became a hero in the series.

What's the Story? is sponsored by Branded Entertainment Network (BEN), the first global network for branded product integration in the entertainment industry, across all media, including the influencer space.

If you would like to pitch someone for “What’s the Story?“, please complete the linked form.

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