HAMISH MCCOLLESTER, RAPP LA, WEIGHS ON ON THE BEST BRAND STORIES

"Ever since consumers started fast-forwarding through commercials and streaming TV shows through ad-free services, companies have had to get creative with consumer engagement. They've sponsored potentially viral videos on YouTube and other social media channels, leveraged websites like Vox and BuzzFeed and even partnered with filmmakers to create short documentaries about their products.

Apparently, those companies have learned some things: Today, the best branded content and stories are those that are immersive, dynamic, interactive and integrated into consumers’ lives.

Use these three tips to pull off the kind of immersive, dynamic storytelling that even the most ad-shunning of consumers will find hard to ignore."

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