Branded content isn’t just about figuring out when your product should show up in that totally hilarious video you’re making, or whether the spaceships in that online game your making should all sport your logo. It’s about the brand creating an environment of great social content that then allows the brand to play in and out in a number of ways. Maybe sometime be the spaceship. But also maybe sometimes be the guy that comes in and has a fun contest to get people more involved, or gets them access to even more content.