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Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
Chicago New Media Summit - Miguel Gonzalez on Persuasive Content
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Chicago New Media Summit - Miguel Gonzalez on Persuasive Content

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In this talk from the Chicago New Media Summit -- now known as The Chicago Convergence conference, I talk about Depth On Demand™, the five types of branded content

In this talk from the Chicago New Media Summit -- now known as The Chicago Convergence conference, I talk about Depth On Demand™, the five types of branded content

Published in: Business, Technology
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  • Production company model emerging 72 minutes of content Local angle: Colossal Squid, eatdrink, Domani Studios and Foundation
  • Transcript

    • 1.  
    • 2. BRANDED CONTENT: AN AGENCY PERSPECTIVE Miguel Gonzalez Vice President, Creative Director / Content Director Tuesday, September 16, 2008
    • 3. “ WE ARE ALL IN THE CONTENT BUSINESS” We’re in a transitional time, actually The convergence is converging agency services Advertising relies on persuasion , Hollywood doesn’t
    • 4. PERSUASIVE CONTENT? Worth the viewer’s time Worth sharing with others Lean forward vs. lean back Depth on demand
    • 5. THERE’S A CONVERGENCE GOING ON <ul><li>General Advertising : Commercials, print and outdoor </li></ul><ul><li>Direct Response : DRTV, direct mail, email and print </li></ul><ul><li>Promotion : Point of sale, retail programs, sweeps/contests and events </li></ul><ul><li>Interactive : Sites, display (banners), email and search </li></ul>
    • 6. THERE’S A CONVERGENCE GOING ON Persuasive content is moving into the interactive space
    • 7. WHAT MUST WE DO? Brand Narrative No longer just a “user experience” Not just one message, a brand story Sustainable Discovery We ask for her time and attention We owe her new content over time (just like studios)
    • 8. SAVE THE PANTS!!!
    • 9. BASIC TRAINING
    • 10. NOLAF
    • 11. KMART SHOW YOUR STYLE
    • 12. CONTENT ARCHETYPES Scripted : Drama, Sitcom, Sketch/Spoof Unscripted : Reality, Makeover, Contests Variety/Gaming : Sports, Music, Game Show News/Documentary User Generated : Numa, Response, Oddity, Parody
    • 13. CONTENT ARCHETYPES Scripted : HP, Crash Course with Shaun White Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks Variety/Gaming : McDonald’s, The Lost Ring News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show User Generated : DiGiorno, The Ditcher; Scion, United
    • 14. ONE BRAND STORY, MANY PLATFORMS VOD WEB PODCAST GAMING MOBILE WIDGET SOCIAL APPS TV/C RADIO RETAIL EXPERIENTIAL PRINT OOH GUERILLA
    • 15.  

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