“If it’s not meaningful then it’s just another gimmick,” says Rissin. “It really comes down to the brand and how adventurous they are.”

http://www.entrepreneur.com/article/236875

This article highlights Kraft and their hightened focus on content. I see them as a pioneer as far as branded content marketing goes and tip my hat for their analytical approach to storytelling.

https://adage.com/abstract?article_id=294892