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Evergreen Branded Media Master

Evergreen Branded Media Master



Evergreen Branded Media

Evergreen Branded Media



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    Evergreen Branded Media Master Evergreen Branded Media Master Presentation Transcript

    • A Transmedia Branded Entertainment Agency
    • Defining Transmedia Branded Entertainment Branded Entertainment is the integration of a product or a brand into a piece of entertainment content. Web Series “Transmedia is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world. By using different media formats, it attempts to create "entrypoints" through which consumers can become immersed in a story world.” - Henry Jenkins
    • What We Do www.backontopps.com Evergreen Branded Media starts with high quality content and organically integrates your brand messaging into the story line.
    • How We Do It Content Integration Distribution We identify and build relationships with top tier digital content studios and independent writers and directors. Current content producers we represent: - Vuguru - Comedy Time TV - Import Productions - Integrated Alchemy - Dice Films - Baditude Entertainment - Toggle TV We also create original content at our in house production facility, Cine Rent West.
    • How We Do It Content Integration Distribution Brand as Brand as Scenery Story Brand as Brand as Conversation Character Brand as Utility
    • How We Do It Content Integration Distribution Targeted distribution through leading: - Media Partners - Video portals Brand -- Top Publishers As - Ad Networks Broadcaster Extend the message through Transmedia Activation: - Social Media - Mobile - Gaming - Widgets - Live Events - Apps We provide detailed reporting metrics of user engagement for each project
    • The Result: Brandgagement Share of Share of Time Mind Share of Share of = Market Conversation
    • The Business Case For Branded Entertainment
    • A Major Marketing Disruption
    • The Numbers are Growing People consume an average of 75 Million + Twitter Accounts 186 videos online per month (average length 4 Min) 33 Billion monthly video streams (US) Hulu 44 Million Unique Viewers Facebook = More than 1 Billion streams / month 450+ million active users & 3rd largest video sharing platform DVR usage will grow more than 70%, to 51.1 million U.S. TV homes by 2014 160 Million Four Square Geo-location based service has over 1 mySpace users Million check in’s a week Source: Comscore 2010
    • Video Snacking is Now an all Day Media Habit TV Print Outdoor Radio Online / Mobile Morning Journey to 7:00 AM Breakfast Paper Morning Email /Video Work News Show Social/News 9:00 AM Search/Blogs 11:00 AM Paper Lunch Drive Time Magazines Video 1:00 PM Snacking 3:00 PM Search/Blogs 5:00 PM Journey Drive Leisure Home Time Magazines 7:00 PM News Out to Digital Sports Dinner Multitasking 9:00 PM (Video, Social, Mail, Entertainment Blogs, Podcasts) 11:00 PM Reaching Consumers Throughout Their Media Day
    • Net Result Consumers choosing to spend less time with your brand’s traditional media messaging
    • Solution Entertain : to Engage Integrate your brand messaging strategy into entertainment and STORY based content that your consumers choose to watch
    • Target New Profitable Consumer Segments (at a lower cost) Women 21 + into yoga Teen girls who play soccer Men 17+ Sports geeks Teen boys who Mothers 30+ Traditional Media Primary Brand play Lacrosse Proposition Secondary / Tertiary Brand Proposition Unlimited Digital Media Shelf Space Digital TransMedia: The Long Tail Of Brand Image
    • Activating A Transmedia Distribution Strategy Drives Engagement CRP Nielsen Rank Rank Lost: 2 34 Gossip Girl: 14 125 (Originally a Web Series) Chuck: 25 57 (Subway Brand sponsorship) CRP: Content Power Rating - combines TV and online social media metrics to measure full consumer engagement
    • The Economics of Branded Entertainment 90 Seconds 1.5+ Hours For less than the average cost of a 90 second broadcast TV media buy you can produce and distribute 1.5+ hours of targeted branded entertainment content that consumers choose to watch * based on average national Broadcast media buy cost of $300K for a 30 second spot
    • Client Case History - Web Series: www.backontopps.com - Client: Dicks Sporting Goods - Studio: Vuguru.com -Target Audience: Men 18+ who like sports and popular culture / sitcoms - Integration Strategy: “The Authentic sports retailer”. Connect the character’s passion for all things sports to the DSG brand. - Media Partner: www.foxsports.com http://www.YouTube.com/BackonTopps#p/u/4/ZwRLM-pM4Hs
    • evergreenbrandedmedia.com 2580 NW Upshur Portland, OR 97210 info@evergreenbrandedmedia.com 503-224-4087