Branded Entertainment Conference Johannesburg 2010


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Branded Entertainment Conference Johannesburg 2010 by Patrick Collings. Dieser Vortrag gibt einen sehr guten Überblick über die globale Situation von Branded Entertainment, Product Placement und Advertiser Funded Programming 2010 wieder. Vielen Dank Patrick. Kontaktdaten finden Sie auf der letzten Seite - gerne können Sie auch eine Mail an partner(ät)brandedentertainment(dot)de senden.
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BEO ist die News- und Austauschplattform zu den Themen Product Placement und Branded Entertainment in Deutschland. Ziel von BEO ist es, den Informationsaustausch zwischen den Marktteilnehmern zu fördern.

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Branded Entertainment Conference Johannesburg 2010

  1. 1. brandedentertainmentconferencejohannesburgmarch 2010
  2. 2. branded entertainment is the integration of a product or a brand into a piece of entertainment
  3. 3. branded content is when the brandbecomes or provides the entertainment
  4. 4. “branded content is original programmingthat a brand owns rather than rents, and the storyline or the program subject matter emanates from the brand dna.” doug scott executive director branded content ogilvy & mather
  5. 5. Branded entertainment in the late 19th century? Edouard Manet’s 1882 painting of the barat the Folies-Bergère clearly favours Bass beer over other beverages by showing its label.
  6. 6. In the 1890s La Diaphane powder advertised that performer Sarah Bernhardt wore theirproduct on stage.
  7. 7. The brothers Auguste and Louis Lumière included Sunlight soap in certain films made in1896.
  8. 8. At the beginning of the 20th century, Model T Fords were included in the comedies ofMack Sennett and were listed in the credits of the movies.
  9. 9. 137 72 102 66 93 63 75 57 73 53most placed brands in major commercial films 2001 - 2010
  10. 10. South African publisher NB Publishers has featured a number of their world-famous authorsin a popular television series.
  11. 11. Clip from Casino Royale showing the Omega watch placement. Widely regarded as one ofthe most forced product placements.
  12. 12. 96,75 4,52,25 0 2004 2005 2006 2007 2008 2009 2010 Actual & Projected Increase in Global Product Placement in USD Billions (Extrapolated Projections from PQ Media Research)
  13. 13. photo by tambako the jaguarThe lion’s share of product placement spend still goes to television and film. America is themain market for product placement, but the practice is growing elsewhere.
  14. 14. things are changing
  15. 15. Video of the director’s cut of Nike’s Take it to the Next Level, one of a new crop of shortbranded content films. Next slide shows photos from short films by Chanel and Lux.
  16. 16. The BMW series of branded content films introduced the concept of short, entertainingfilms made by brands and delivered primarily via the Internet.
  17. 17. photo by matthew
  18. 18. photo by onkel wart supremacy of the 30”ad goneexponential growth of online video changed media landscape
  19. 19. so brands started to create their owncontent, known as webisodes, to advertise around, reviving a strategy from the early days of radio and television
  20. 20. Easy to Assemble is a web series created for Ikea by actress Illeana Douglas and garneredover 5 million views in its second series. Features a host of well-known actors.
  21. 21. Dove adapted the Ugly Betty television series for the Chinese market and created UglyWudi taking the concept of branded content to new heights.
  22. 22. would they be building video games today?
  23. 23. photo by Вася Артёмов
  24. 24. “(takes a) Chanel lip palette from her Louis Vuitton clutch” “(like) Pierce Brosnan in an Armani suit” “consults her platinum Cartier watch that hung delicately on her slender wrist” “effortlessly lifted a case of Budweiser”Brands are also finding their ways into the story lines of novels.
  25. 25. debate whether realism or commercial opportunism
  26. 26. Bulgari admitted to paying Fay Weldon to heavily feature their brand in her 2001 book, whicheven incorporated the brand into the title.
  27. 27. Building on its short film series, in 2006 BMW commissioned writers to produce short storiesfeaturing their cars.
  28. 28. Supa Strikas is a soccer-themed comic that prints 1.4 million copies per month in 16 countries.Brands are inserted into the comic frames and use story characters in ads.
  29. 29. insert brand here (with or without brand’s consent) photo by selva
  30. 30. Cars and alcoholic drinks often feature by name in rap music emerging from the United States.
  31. 31. Brands featured unwillingly in rap music can be a double edged sword, with musicians eitherpraising or criticizing the brand.
  32. 32. UK government to allow limited commercial productplacement on British television for the first time and isexpected to bring in $100 million in first year - 16September 2009Publicis Worldwide, noting the increase in brandedentertainment, launches London-based branded-entertainment division - 5 October 2009News Corp, following lead of other broadcasters,creates Fox Digital Studios to focus on brandedprogramming - 19 October 2009
  33. 33. but not everyoneis happy with theconcept of brandedentertainment Photo by Darwin Bell
  34. 34. Electronic reader and computer tablets are going to change how content is delivered,throwing the current advertising model out of the window. Branded content offers a solution.
  35. 35. Trailer of the upcoming movie The Joneses were products are inserted into the lives of a fakefamily essentially creating a branded experience for their “friends and neighbours”.
  36. 36. patrick collingssagacitee: +27 (0)83 616 0967w: pjcollings (follow me on twitter)