Storytelling: Introduction + Best of Branded Entertainment

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Branded Entertainment has reached a tipping point thanks to our time hungry and tech-savvy world. Consumers won't waste time on irrelevant messages, so brands must use data to make stories smarter and to both entertain and provide utility in new ways.

Storytelling: Introduction + Best of Branded Entertainment

  1. 1. ! " # $ % & ( ) * # ! + , !. Introduc)on  to  Branded   Entertainment  &   Case  Study  screening $! Doug  Sco(   Cody  Hogarth - 9:40  -­‐  11:00 / *0123)45 0 6 & *7& ) 8 8 5 19
  2. 2. JOIN THECONVERSATION. # LTF2012 # @ Storytelling OgilvyUK @ DougScottOGILVY @ OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT CODY HOGARTH, HEAD OF ENTERTAINMENT, OGILVY & MATHER UK
  3. 3. THE EVOLUTION OF BRANDEDENTERTAINMENT
  4. 4. 1960sSPONSORED CONTENT
  5. 5. BORROWED EQUITY
  6. 6. 1990sINTERRUPTED DISASSOCIATED CONTENT EQUITY
  7. 7. 2010CO-CREATED COLLABORATIVE CONTENT EQUITY
  8. 8. OLD MODEL...NEW BRANDSCAPE
  9. 9. THE MEDIA THE NETWORK THE CHANNELCOMPANY
  10. 10. TV SERIES HULU iTUNES
  11. 11. MULTI-SCREEN GAMING77% of TV viewers use 68MM mobile usersanother device at the are playing games onsame time in a typical their mobile andday tablet devicesTABLETS SOCIALBy 2015, the number 40% of consumersof global tablet sales is use social mediaexpected to reach while watching TV248.6MM units
  12. 12. 2011-2012CONTENT TIPPING POINT
  13. 13. COCA-COLA COMPANYCONTENT 2020
  14. 14. ANA finds 63% of client-side marketers plan to spend onbranded entertainment in 2012
  15. 15. “VC funds are being redirected away from technology and toward content.”
  16. 16. 2015FUTURE OUTLOOK
  17. 17. $1.8 TRILLION
  18. 18. BEST OF BRANDEDENTERTAINMENT
  19. 19. Lead platform select BROADCAST-LED EVENT-LED one TYPES OF PROGRAMS An event-led program is driven by an experiential A broadcast-led program is typically narrative driven and occurrence, such as a concert is delivered in broadcast form, or sporting event such as a television show or DIGITAL-LED PROPERTY-LED radio program EVENT-LED Set Program Objective Select Lead Platform BROADCAST-LED Determine BE Mix Execute with BEAM Checklist A digital-led program exists A property-led program is driven An event-led program isdigital space, primarily in the A broadcast-led program is entity, such by a centrally owned driven by either on a bespoke online an experiential typically narrative drivencore brand idea, as a mascot or and Lead platformone select occurrence, such as a concert hub or on content/experience is delivered incomes to lifeform, and broadcast through a variety or sporting event an existing digital platform, such as aof tactics —showexample, events, television for or such as Facebook or YouTube radio program digital content, new products, or even thought leadership DIGITAL-LED EVENT-LED A digital-led program exists select one primarily in An event-led program is the digital space, PROPERTY-LED BROADCAST-LED A property-led program is driven by a centrally A broadcast-led program is owned entity, such either on adriven byonline bespoke an experiential as a mascottypicallybrand idea, driven and or core narrative occurrence, such on a concert content/experience hub or as is delivered invariety and comes to life through a broadcast form, or sporting event an existing digital platform, such as a television show or of tactics — for example, events, DIGITAL-LED PROPERTY-LED such as Facebook or YouTube radio program digital content, new products, or even thought leadership A digital-led program exists A property-led program is driven primarily in the digital space, by a centrally owned entity, such
  20. 20. DOUG SCOTTTHANK PRESIDENT, OGILVYENTERTAINMENT CODY HOGARTH YOU. HEAD OF ENTERTAINMENT, OGILVY & MATHER UK # LTF2012 # Storytelling @ DougScottOGILVY @ OgilvyUK @OgilvyEnt
  21. 21. ! " # $ % & ( ) * # ! + , !. www.ogilvy.co.uk #LTF2012 $! #storytelling - @ogilvyuk / *0123)45 0 6 & *7& ) 8 8 5 19

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