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• Branded content is relevant, engaging and it converts liking to sale To create awareness among the target audience of 15 –25year old males.
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Hvorfor?
The Shift
Millions ofdestinations...
The fundamental shift...
How do brands navigate and get attention?
BloggingBlogging Social Networking
Social Networking
VideoSharingVideo
SharingPhoto SharingPhoto Sharing PodcastsPodcasts
AggregatorsAggregators RSSRSS Content DistributionContent
Distribution WikisWikis VideocastsVideocasts
Instant Messenger
Instant Messenger VOIPVOIP SeedingSeeding Collaborative
MediaCollaborative
Media IPTVIPTV
The Social Tools
SOCIAL MEDIA: “Online applications, platforms and media that allow users tointeract, connect and contribute. Social Media orientates the development of the
Internet in the hands of consumers”
The Distributed Marketing Model
The Content IS the Destination
Why follow the consumer?
• Branded content is relevant,engaging and it converts liking tosale
• CTR, View-through and participationare extremely high
• It generates brand engagementthrough user conversation anddiscussion
• Obtain cost efficiency withperformance based model
• Pay per view of the content(performance based branding)
• Increase your reach• With a new breed of publishers
..Because we have very little choice in an increasingly cluttered media landscape...
http://drerimix.blogspot.com/2008/06/battlefield-bad-company.html
A comment from auser who is inspired tobuy the new gameafter watching SnakeEyes viral trailer....
The Model
Branded Content Distribution
ContentNetworkContentNetwork
SeedingSeeding Content
Placement
Content
Placement
The activation platform: Content Network
The activation approaches: Seeding Content Placement
The Activation
Seeding in action
SeedingActivation: The Long-tailAmount of sites: 100+Breakdown: 80% will deliver 80% of the trafficVerticals: 8-10 verticals
20% oftraffic
80% oftraffic
Long-tail =Contextuality
Reach
Relevance
Digital Brand Activation
CONTENTCONTENT ACTIVATIONACTIVATION ATTENTIONATTENTION
CREATECREATE TESTTEST PLANPLAN DISTRIBUTEDISTRIBUTE EVALUATEEVALUATE OPTIMIZEOPTIMIZE
CONTENT SCREENINGCONTENT SCREENING SEEDINGSEEDING TRACKINGTRACKING
Content Spider
Activation Plan
Week 1-2
ContextualSeeding
Week 2-3
Non CommercialSeeding
Week 3-4
CommercialSeeding
-10 Days
Campiagn Plan,Embedding ofTracking & Testing
Prelaunchplanning,
selection oftools, sites
andtechnical
setup
Influencers EasilyInfluenced
Masses Cultivation
Growth
Monitoring & Optimierung
LaunchExposure/interaction
Content Placement: Goes straight to thecommercial wave and will experiencefaster momentum, but no long-tail
Seeding: Builds up slowly, but will have along-tail and momemtum
Case: Rejsen til Saturn
Content
SitesCampaign objective :To create awareness among the target audience of 15–25year old males.Campaign strategy:I To get the best result possible – i.e. as much traffic intothe video as possible – the seeding strategy is dividedinto three phases:1. Activation of ‘Highly Influencials’2. Activation of ‘Influencers’
Campaign Information:Client: A Film/Nordisk FilmMedia: NoneLaunched: September 2008Markets: DenmarkPeriod: SeptemberContent: 5 virals
Results
The End
