Is it possible to build a framework of concepts, tools and techniques capable of make media content more engaging?

Is there an identifiable play factor, a layer of playability that could be embedded in the content, using techniques developed for games, interaction design and social media?

What I can say is that it is not branding. Branding comes before and helps you develop the “rules” of your game, the type of play. But there is no doubt that it is a tool for branding.