Hudson 2006: A conceptual framework for understanding the various forms of product placement is presented, and this highlights the key influences on the effectiveness of this fast-growing marketing phenomenon.Moore & Rideout 2007: Childhood obesity; systematic content analysis of food marketers' Web sites that either target children directly or contain content of interest to them.Pellegrini 1995: an edited collection of scholarly articles of the child's playTerlutter 2010: A collection of research articles e.g. Waigamy: brand related entertainment for children, Okazaki Brand Campaigning on FacebookZhang 2010; Employed Pellegrinis’ Play themes in the analysis of entertainment valued content in Facebooks’ brand profile pages
Brand entertainment and play presentation
BRAND ENTERTAINMENT AND PLAYEvidence from National Restaurant Chain’s Integrated Marketing Communications and Social Media Management Pasi P Tuominen University of Hertfordshire Business School World Research Summit for Tourism and Hospitality 13 Dec, 2011, Hong Kong, China
“DEFINITION” OF BRANDED ENTERTAINMENT• A convergence of advertising and entertainment.• A new term to describe a more contemporary, sophisticated use of product placement• Branded products are no longer just placed; they are entwined into entertainment content making a stronger emotional connection with the consumer
LITERATURE• Hudson, S. (2006). Branded entertainment: A new advertising technique or product placement in disguise? Journal of Marketing Management , 22, 489-504.• Moore, E.S. & Rideout, V.J. (2007). The Online Marketing of Food to Children: Is It Just Fun and Games? Journal of Public Policy & Marketing: Vol. 26, No. 2, pp. 202-220.• Pellegrini, A. (1995). Future of Play Theory: A Multidisciplinary Inquiry into the Contributions of Brian Sutton-Smith. Albany, NY: State University of New York Press.• Terlutter, R.D. (Ed.). (2010). Advances in Advertising Research (Vol. 1). Cutting Edge International Research. Germany: Gable Verlag.• Zhang, J.Y. (2010). To Play or Not to Play: An exploratory Analysis of Branded Entertainment in Facebook. American Journal of Business , 25 (1).
exampleEnergy Drink Red Bull• Introduction and background stories about the designated X-fighters• Redbull.tv with multiple channels for (extreme) sports, music and fashion• High class Games & Apps are changing according to their usage• News, results and video footage from around the world• 23,6 million followers in Facebook
Sample for this researchAmarillo Restaurant Chain• Casual restaurant chain with 21 units operating in Finland and Estonia• 31 000 followers in Facebook• Research period June – December 2010 • Facebook Insight Reports • Whitevector Chat Reports (Social Media Monitoring) • Snoobi web traffic reports
35000 30000Findings from the study 25000• Campaigns started late August or during September. No. Of followers 20000• The amount of followers in Facebook increased with 2504% 15000• Between August and October, the increase was from 3174 to 25113 10000 5000 0
80 70Findings from the study 60• Interaction (the volume of) were highest, when company (or a 50 devotee) published content at the end of the week. 40• Cross-media content provision by the company created most 30 interaction in Facebook, re-tweets and blog reading. 20 10 0 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127
1800 1600 1400 1200Findings from the study 1000• Incoming web traffic was higher in 800 other medias than Social 600 Networking Services. 400 200• To be able to participate or to be 0 able to gain monetary compensation or status proliferation enhanced the incoming web traffic.
300 250Findings from the study• Reactions to content 200 Number of reactions 150 Promotion Fact Entertainment 100 50 0 0 1 2 3 4 Subject category
PRELIMINARY CONCLUSIONS• Ambient presence is required in order to compete in the evolving brandsphere• Active and creative content creation and customer service play key role in acceptance• Entertainment valued content creates most impressions ( and reactions )• Promotion or fact related content has to be exclusive and offer real long term value• Bargain hunters will rarely commit or build emotional connection to the brand perusing special price incentives