Propaganda at The Future of Branded Content conference by Fire Circus
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Propaganda at The Future of Branded Content conference by Fire Circus

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Giles Pocock's presentation for at The Future of Branded Content conference, brought to you by Fire Circus

Giles Pocock's presentation for at The Future of Branded Content conference, brought to you by Fire Circus

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Propaganda at The Future of Branded Content conference by Fire Circus Propaganda at The Future of Branded Content conference by Fire Circus Presentation Transcript

  • ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHAT WE WILL DISCUSS. THE FUTURE OF BRANDED CONTENT ENTERTAINMENT’S ROLE IN BRANDED CONTENT BRANDED ENTERTAINMENT. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHY WE ARE HERE. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHY WE ARE HERE. MEDIA IS CHANGING - FROM THE FEW TO THE MANY. MEDIA IS NOW IN THE HANDS OF THE PEOPLE. CONSUMERS ARE CHANGING - THEY DON’T WANT TO BE SOLD AT. THEY WANT TO DISCOVER THROUGH PIERS AND NETWORKS. WHAT THIS MEANS - BRANDS NEED TO ADAPT. NOW, MORE THAN EVER, SUCCESSFUL BRANDS WILL NEED TO ENGAGE. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • THE RELEVANCE OF ENTERTAINMENT. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • PEOPLE WANT TO BE ENTERTAINED. CONSUMERS WANT IMMERSIVE AND INTERACTIVE EXPERIENCES: SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey ©2013. PROPAGANDA GEM. All Rights Reserved.
  • PEOPLE WANT TO BE ENTERTAINED. SEVEN-IN-TEN ENHANCE ENTERTAINMENT BY SIMULTANEOUSLY USING ANOTHER DEVICE 96% 70% HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO “ALWAYS” OR “MOST OF THE TIME. TEND TO BE: SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey ©2013. PROPAGANDA GEM. All Rights Reserved. 80to95er College educated Constant user of social media Significantly more likely than average to socialize content about entertainment
  • PEOPLE WANT TO BE ENTERTAINED. PEOPLE ARE AS LIKELY TO SHARE ABOUT ENTERTAINMENT AS THEY ARE ABOUT THEMSELVES OR THEIR FRIENDS. 76% ENTERTAINMENT 76% FRIENDS 75% YOURSELF 67% FAMILY 65% WORLD NEWS ©2013. PROPAGANDA GEM. All Rights Reserved.
  • PEOPLE WANT TO BE ENTERTAINED. THE WAYS IN WHICH CONSUMERS CHOOSE TO CONSUME THEIR ENTERTAINMENT AND CONTENT CONTINUES TO DEVELOP. SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey ©2013. PROPAGANDA GEM. All Rights Reserved.
  • THE ROLE OF BRANDED ENTERTAINMENT. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • THE ROLE OF BRANDED ENTERTAINMENT. TRADITIONAL ENTERTAINMENT BORROWING EQUITY from established content and property owners BRANDED CONTENT BUILDING EQUITY using original content to own the audience and the message ©2013. PROPAGANDA GEM. All Rights Reserved.
  • THE ROLE OF BRANDED ENTERTAINMENT. TRADITIONAL ENTERTAINMENT BORROWING EQUITY BRANDED CONTENT BUILDING EQUITY BRANDED ENTERTAINMENT ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHAT WE BELIEVE. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHAT WE BELIEVE. WE BELIEVE THAT BRANDS NEED TO HOLD A CONVERSATION THAT FOLLOWS TOPICS THEIR CONSUMERS ARE INTERESTED IN, RAISING AWARENESS OF THE BRAND, PRODUCT OR SERVICE IN A NATURAL AND POSITIVE WAY... ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHAT WE BELIEVE. THE SMART BRANDS WILL TALK TO PEOPLE. THEY WILL ENTERTAIN. AND THEY WILL BE INVITED IN. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WHAT WE BELIEVE. TO MAKE THE FUTURE OF BRANDED ENTERTAINMENT MORE IMPACTFUL, THERE IS AN OPPORTUNITY TO LOOK AT THINGS DIFFERENTLY. INSTEAD OF BRANDED ENTERTAINMENT, WE NEED TO FOCUS ON MAKING ENTERTAINMENT BRANDS. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • IN SUMMARY. ENTERTAINMENT IS AS POWERFUL A SOCIAL MEDIA DRIVER AS PERSONAL INFORMATION AND CONTENT. HOW CONSUMERS HEAR ABOUT AND CONSUME ENTERTAINMENT HAS CHANGED. PEOPLE’S DEFINITION OF ENTERTAINMENT BRANDS IS CHANGING. LOOK AT THE LONG TERM STRATEGY AND GOALS, AND NOT JUST AT THE SHORT TERM SALES, LIKES AND SHARES. ASSESS LONG TERM GOALS AND DECIDE IF YOU WANT TO BORROW OR BUILD EQUITY ©2013. PROPAGANDA GEM. All Rights Reserved.
  • FINAL THOUGHT FOR THE DAY. DON’T USE MARKETING TO PROP UP BORING CONTENT, USE IT TO ACCELERATE SUCCESSFUL CONTENT. ©2013. PROPAGANDA GEM. All Rights Reserved.
  • THANKS FOR LISTENING... ©2013. PROPAGANDA GEM. All Rights Reserved.
  • WE ARE PROPAGANDA. ©2013. PROPAGANDA GEM. All Rights Reserved.