Branded Entertainment 11.1

8/3/2019 Branded Entertainment 11.1

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Branded Entertainment

C PipalMajik

Chandradeep (CD) Mitra


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Enormous Reach

Assured Numbers

Engaged Audiences

Low Cost-per-contact

Why Brands have traditionally used

Mass Media to reach Consumers


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How Brands have traditionally used

Mass Media to reach Consumers

Buy time or space in between content, place ad

Audience drawn by content, views ad as part of

the content package

Accepts ads, often reluctantly, as part of

package deal to part subsidize content

Operates on interruption/Intrusion model


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The growing problem with the

traditional Interruption Model

Increasing Media Clutter, Time Pressure, Shorter

Attention Spans of Audiences

Many more media choices -> Option of viewing othercontent during ad break

Multiple technologies enable switching or skipping

during ad breaks

Growing impatience with ad breaks -> Ad AvoidancePhenomenon

One way Communication -> Limited scope of

engagement & relationship building

Decreasing credibility of advertised brands


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Communication Clutter and Information Overload

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A Permanent Power Shift has Occurred


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Ads are beginning to harm content

* Channels to choose from = 400+

* Ad breaks per hour = 6

*Ads per break = 7

Total time spent on TV gone

down from 107 minutes to 93minutes

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Different Solution Options

have emerged

Permission Marketing

(DM/CRM/Relationship Marketing)

Influential Marketing

(PR/WOM/Buzz/Viral Marketing)

Experiential Marketing

(Event/Activation/Retail/BTL Marketing)

Interactive Marketing(Digital/SEO/Social Media Marketing)

& more


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Communication that makes the audience come to it

Communication that is believable

Communication that involves the audience

Communication that influences brand perception

Communication that doesnt interrupt or intrude

Communication to which audience is most receptive

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How would Marketers like

Marketing Communication to be like?


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There could be yet another wayto solve the problem


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What if Brands could be part of

media content, not ad breaks?


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A way through the clutter

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People will pay more to beentertained than educated

-Johnny Carson

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It's what I would consider an

entertainment-based vehicle that is

complementary to a brand's

through-the-line strategy

that is funded by the brand

That is created, produced and fundedspecificallyfor a brand, by a brand,

for the purposes ofcommunicating

the brand strategy

using the entertainment medium

and owned by the brandin most cases.

- Chris MonacoEx-director of entertainment marketing for GoodLife Entertainment


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The brand influencesthe content of the content

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The Three Levels of Influence

Passive non-invasive way to get a brand within sometype of entertainment vehicle

Product Placement

Cross promotion

Borrowed equity

Brand Integration

Content funded and owned by the brand

Branded Content/Advertiser Funding

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Product Placement

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Ipad

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In the March 31, 2010, episode of the television series Modern Family the newApple iPad was used as part of the storyline and also displayed several of thefeatures to entice consumers


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Cross Promotion

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Reebok

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Reebok promoted its new design via the film My name is Khan


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Borrowed Equity

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Chrysler

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Pontiac G6s for 276 surprised audience members on The Oprah Winfrey Show

helped draw attention to its brand new sport sedan


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Branded Content/

Advertiser Funding

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BMW

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BMW created some exclusive web short films where

the automobile was the main character


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When to use?

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Deeper relationship with programme property beyond

traditional media

Entertainment that is created would not have existed

without the brand

Gateway to consumer dialogue and engagement off-airand on multiple platforms social currency


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When to use?

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The brand should fit naturally with the content, addingto the story in a relevant and tangible manner

A piece of entertainment will live of die based on itsability to forge a real emotional connect with theaudience

Play an important supporting role to traditional brandactivity until such time as the cost versus effectivenessratio of the traditional 30 spot has fallen belowacceptable levels


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Branded events, branded viral teasers,

branded video games, branded concerts,

branded mobile content, branded musicCDs and branded online content together

form a 3600 branded content initiative

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Paheli & Tanishq

Paheli

&

Tanishq

Mass media

TV, Outdoor, In-filmSpecially created TVCs inc

scenes of the film with

Rani and SRK endorsing

Events/PR

Internal

customers:

Sales

enhancement

POS, Direct

Paheli collection andTanishq booklets

at outletsAmol Palekar launched

Tanishq collection in Delhi

Screening invites for employees

Regionwise contests

130 designs launched

Designs now called Paheli

e.g. Paheli

& Tanishq


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The success factor

FIT The degree of interest in the brand or productcategory

The relevance of the content to the target audience

The fit between the content and the brand

FOCUS The degree to which the integration is engaging

The degree to which attention is focused on thebrand

FAME The level of additional supporting activity(advertising or publicity)

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Guidelines

Editorial context

Relevance in storyboard

Level of involvement

Visibility span

Direct/indirect

Reach

Effect on bottom-line

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Some Other Examples

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Spinach

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Popeye, who turns into a strong muscular manwas specially created, keeping the kids as TA,

for the Spinach Producers Chamber to

encourage the consumption of spinach


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Bulgari

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Bulgari launched its 1 million dollar jewel

through a dark novel in which the jewel

is the main character


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Prada

C PipalMajik

Prada produced the biggest blockbustermovie of 2006 with Merryl Streep as theleading actress


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Viagra

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Tom Hanks produced a series for HBO where

the leading actor had 3 wives and 7 children.

A series in which the co-producing brand was Viagra


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Pontiac

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More than just a product placement. Chrysler

created a 360-degree integrated marketing

campaign around the movie and the debut of the

Wrangler Rubicon Tomb Raider model


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Clorox

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The challenge here was to talk toLatin women in the language that

they understand best. So a soap

opera for a clorox cleaning line

was created

Clorox-exclusive Sponsor OfDisney Online Web Series 'The

Possibility Shop' W/Courtney

Watkins


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Fedex Cast Away

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Fedex produced a 2hr spot that, without doubts, is thelongest in history


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Hum Tum/TOI

C PipalMajik

Hum Tum movie cartoon strips in TOI becameteaser for the film and invoked curiosity


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Amul

C PipalMajik

Shyam Benegalsmovie Manthan

about the White Revolution in Gujarat

tells the Amul Story


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Tiffany

C PipalMajik

The book, which was later turned into a film,Breakfast at Tiffany created a sensation

which is remembered even today


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Axe

C PipalMajik

In Argentina, Axe had created a comic strip of 30minutes that was aired on Fox


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Corona Typewriter

C PipalMajik

Corona typewriter appeared in the film

The Lost World (1925)


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Absolut Vodka

C PipalMajik

Absolut Vodka utilized the theme of thesoap, now movie, Sex and the City tofeature itself


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Bajaj Pulsar

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Pulsar MTV stunt mania is a reality show for a nation wide hunt for theultimate stuntman


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Tag Heuer

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Tag Heuer launched a new range of watchwhich was used in the film Don featuring the

brands endorser SRK


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Wait! Isnt that sponsorship?

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The advertiser plans the

content idea and approaches

the production house for

content creation

It is a part of marketing

strategy

The editorial context should

match with brand identity andbrand image

Sponsorship

The advertiser is approached

for finance by the production

house

It is a PR tool

The focus is on eyeballs andratings

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Branded Entertainment Sponsorship

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The savviest consumers will soon

Demand Entertainment in place ofAdvertising

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THANK YOU

Documents

Branded Entertainment 11.1