Reading this article about brands creating actual content as a way to grab new consumers made me smile.

Companies are aiming for a more authentic connection than they could get by a product placement deal or with the standard promotional efforts around a Hollywood movie premiere. Instead, the documentary format allows the companies to immerse viewers in the brand’s imagery and lifestyle attributes without—for the most part—the blatant branding that tends to turn off their core consumers. Plus, brands are finding that a documentary can provide a bona fide platform for live events and other marketing communications.

The full article really is a worth a read. If you ever ask yourself “how does a brand like Mountain Dew or Dr. Martens get such an avid base?”, this is part of your answer.