Branded Entertainment: An Independent Production Company Viewpoint

OUTLINE

1. Who are Pulse

2.  Pulse Films and Branded Entertainment

3.  Branded entertainment case studies Live and Lost with Blackberry Professor Green (Puma)

4.  Challenges and opportunities 5.  Brief video montage

WHO ARE PULSE Overview

Pulse is a talent management and production company based in London and New York We have four principal divisions:

•  Music •  TV •  Advertising •  Film

Divisions are integrated – our directors are encouraged to work across multiple divisions

WHO ARE PULSE Music

Music Videos Coldplay, Jessie J, Chase & Status, Mumford and Sons, Laura Marling

Long Form Music

Take That – “Look Back Don’t Stare”

•  5 million viewers on ITV1 Blur – “No distance left to Run”

•  Nominated for 2009 Grammy

Bjork – Upcoming 60 minute program on Channel 4

WHO ARE PULSE Television

“Pineapple Dance Studio” (2010 Sky) “Louis Spence’s Showbusiness” (2010/11 Sky) “A Different Breed” (2011 Sky) “Live and Lost with Blackberry” (2011, C4) “Professor Green” (2011, C4)

WHO ARE PULSE Advertising

TV Commercials – Kronenbourg, Nokia, Lexus Integrated Campaigns – Reebok, Island Records Digital/Interactive – MySpace, Skype Virals – RBS, Nokia Feature Documentary – Red Bull

WHO ARE PULSE Films

Who is Dayani Cristal (2012, Gael Garcia Bernal)

Shut up and Play the Hits (2012, premiering at Sundance

PULSE AND BRANDED ENTERTAINMENT Introduction

Branded Entertainment is natural for Pulse:

•  Advertising integrated with Film, TV and Music •  We value our brand clients – we are not film “snobs”

Examples:

•  Live and Lost with Blackberry •  The JD Set (Jack Daniels) •  Red Bull Music Academy •  Professor Green (Puma)

Short Virals

Ad Funded Television Programming

Bespoke Multi-Platform (e.g. “The Creators Project”)

PULSE AND BRANDED ENTERTAINMENT Pulse Film’s desired trajectory

LIVE & LOST with BLACKBERRY

Engage online audience and drive cost effective traffic to build fan base for brand and band.

Objective:

Repeatable Format (Interactive Artist Tour: Social Engagement, Bespoke Messaging, Experiential, Distribution, PR).

Brand product central to the narrative.

Solution:

AD FUNDED PROGRAMMING CASE STUDY

.

11

Foursquare Enabled On Artists’ Phone & Synced To Hub

Youtube App Enabled On Artists’ Phone & Synced Into Hub

Flickr App Enabled On Artist Phones To Enable Direct Upload

Twitter App Enabled On Artist Phones For Live Updates Direct

To Hub Updates On

Facebook Wall Driving Fans To Hub

The Hub acted as an “aggregator” for all social media content that was produced by the show’s protagonists, and also by the

fans of Live and Lost

AD FUNDED PROGRAMMING CASE STUDY Overview of Digital Activity

PROFESSOR GREEN UNSEEN

•  Build TV vehicle for music star •  Promote upcoming EMI album •  Create brand awareness for Puma •  Make successful series for C4

Objectives:

•  6 x 15 mins and 6 x 30 mins broadcast •  Product placement for Puma •  Puma limited use of clips on web-site

Solution:

AD FUNDED PROGRAMMING CASE STUDY

Not an easy deal to put together!

BRANDED ENTERTAINMENT Commercial Challenges

Large number of stakeholders

•  Brands, broadcasters, artists, record companies

Regulatory uncertainty Conservative brands/challenging economy Relatively small budgets

BRANDED ENTERTAINMENT Commercial Opportunities

Brands are looking for innovative ways to reach and engage audiences Few companies can understand storytelling, brands and talent Brands are starting to spend large sums in this area

Branded Entertainment: An Independent Production Company Viewpoint