Nurun Branded Entertainment

Slide 1: Branded Entertainment in the Digital Age

Slide 2: Pepsi Mentos 2 18/ 07 07/ Digital S trategy

Slide 3: W would you listen to me? hy 您为什么要听我们说？ 3 18/ 07 07/ Digital S trategy

Slide 4: http://del.icio.us/nicolasz thatwouldbeme.blogspot.com www.linkedin.com www.facebook.com nicolas@chinainteractive.com nicolasz@gmail.com 4 18/ 07 07/ Digital S trategy

Slide 5: Branded Entertainment is now about the community 社区化 5 18/ 07 07/ Digital S trategy

Slide 6: The Good Ole’ Days of Corporate Media 传统媒介昔日的黄金时代 We will decide what you want & need 我们将决定你的取求。 • Central editorial control “ 我才是传 • 媒体编辑为中心倾向媒” • Government regulation (censorship) • 政府言论管制 • One-way communication • 单向沟通 • Limited channels of information • I AM THE MEDIA 有限资讯渠道 Alain Thys http://www.slideshare.net/alainthys/i-am-the-media/ 6 18/ 07 07/ Digital S trategy

Slide 7: 34 million blogs 3 千 4 百万个博客 Almost 4,000,000 articles June – 1.2 billion films (10 languages) 60 million per day 10 个语种共 4 百万篇文案 6 月份达到 12 亿部视频，每天 6 百万 “The workers should 1.5 million appropriate the residents means of 33,347,000 profiles 150 万注册用户 production” 3 千 3 百 4 十 7 万个文档劳动者应当了解工作的真实含义——卡尔 · 马克思 I AM THE MEDIA Alain Thys 7 18/ 07 07/ Digital S trategy

Slide 8: • In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, BRANDS Global Marketing Officer, P&G) • 1965 年的美国，每 3 次 60 秒电视广告就能接触到 80%18-49 岁的人群，而 2002 年，你却需要花费 117 个黄金广告时段才能达到以上效果。（宝洁全球营销总裁 - 杰米 · 斯金格尔） • A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006) • 美国平均每黄金收视时段搭载 21 分钟广告，深夜节目例如“尼龙”或“优秀校队”则搭载 31 分钟 27 秒的广告（ TNS 媒介智库 06 年 1 季度数据） • Big Six Study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) • Big Six Study (US) 研究发现 : 使用 PVR’s 电视观众只观看 12% 以上的内容，仍有 90% 得观众忽略广告（德国为 88.2% ）。 • 78.2% of Germans are irritated by advertising, only 24% CONSUMERS actually still watches it (GfK Marktforschung) • 78.2% 的德国观众反感广告，仅 24% 的表示能够接受（数据源自来自 GfK 市场研究） • 54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) • 54% 的美国受众抗拒产品及服务使用“密集轰炸策略”（扬基洛维奇） • 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.) I AM THE MEDIA RESPONSE • 85% 中国受众在广告时段会停止收看当前频道，半数以上切换频道，余下的会操持家 Alain Thys 务、饮食、聊天亦或上洗手间（麦肯锡） 8 18/ 07 07/ Digital S trategy

Slide 9: Us ing online to power your branded entertainment 以在线营销提升您的品牌娱乐优势 Refuting vs . Relis hing 反驳与赞赏 Rolling your own vs . partnering 自娱自乐与合作分享 Trans media vs. Media Neutral 转述媒介与中立媒体 The power of community 社群能量 Let your content free 自由表达 9 18/ 07 07/ Digital S trategy

Slide 10: Refuting vs Relishing 反驳与赞赏 10 18/ 07 07/ Digital S trategy

Slide 11: •7500 videos tagged •7500 个视频标签 •More than 20 million views •超过 2 亿浏览量 •Almost 800 mentions in de.icio.us •在 de.icio.us 被提及约 800 次 •5,000 blog posts on Technorati •5000 个博客贴在 de.icio.us Surfing the Wave 网络冲浪 11 18/ 07 07/ Digital S trategy

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Slide 13: Mentos leveraged the existing community to drive a promotional campaign 曼妥思将即有网络社区转化为促销活动 13 18/ 07 07/ Digital S trategy

Slide 14: Coke developed their own video uploading site 可口可乐优化其视频上传站点 14 18/ 07 07/ Digital S trategy

Slide 15: “Mentos has attracted over 300 submissions, which have been viewed more than 400,000 times. The Coke Show, which wrapped up its first contest last week, got only 35 videos, with none getting more than 2,000 views.” “ 曼妥思吸引了 300 个作品并被浏览超过四十万次。上周经过包装后播出的可口可乐节目，仅获得上传 35 部作品，不到 2000 的浏览量。” 15 18/ 07 07/ Digital S trategy

Slide 16: Roll your own vs partnering 自娱自乐与合作分享 16 18/ 07 07/ Digital S trategy

Slide 17: The falling value of “destination” programming 电视节目收视下降趋势 17 18/ 07 07/ Digital S trategy

Slide 18: 雪碧 · 我型我秀 SMG 大型全国音乐选秀节目 18 18/ 07 07/ Digital S trategy

Slide 20: CoverGirl Top Model 20 18/ 07 07/ Digital S trategy

Slide 21: Transmedia vs Media Neutral Targeting the right idea to the right group 转述媒介与中立媒体以正确理念定位正确受众群 21 18/ 07 07/ Digital S trategy

Slide 22: Same idea – different channels 单一理念多渠道传达 http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html 22 18/ 07 07/ Digital S trategy

Slide 23: Thanks to http://rohitbhargava.typepad.com/weblog/2007/07/the-complete-ga.html 23 18/ 07 07/ Digital S trategy

Slide 30: Different Idea – different channel 多理念多重渠道传达 30 18/ 07 07/ Digital S trategy

Slide 31: Matrix Series 31 18/ 07 07/ Digital S trategy

Slide 35: Dove 多芬 Evolution viral video Self Esteem fund 优化过滤视频自我认同 Real Women Blogs Mother Daughter communication tools 真女人博客母女沟通工具 Pro•age internet Ad Internet survey 跨年龄网络广告网络调研 35 18/ 07 07/ Digital S trategy

Slide 36: Matrix Series 传播序列矩阵 36 18/ 07 07/ Digital S trategy

Slide 37: L your content free et 自由表达 37 18/ 07 07/ Digital S trategy

Slide 38: Diagram from www.slideshare.net/jeroendeb 38 18/ 07 07/ Digital S trategy

Slide 39: Multi Channel, Multi platform 多渠道，跨平台 RSS 39 18/ 07 07/ Digital S trategy

Slide 40: Multi Channel, Multi platform 多渠道，跨平台 Widgets : 40 18/ 07 07/ Digital S trategy

Slide 41: Multi Channel, Multi platform 多渠道，跨平台 Mobile 41 18/ 07 07/ Digital S trategy

Slide 42: Multi Channel, Multi platform 多渠道，跨平台 IPTV 42 18/ 07 07/ Digital S trategy

Slide 43: It’s about the community 43 18/ 07 07/ Digital S trategy

Slide 44: vs 44 18/ 07 07/ Digital S trategy

Slide 47: Ended/ 结果 Season Rank/ Viewers/ 浏览量 / 阶段评级 Date/ 日期 (in millions) Final Performances: September 3, 2002 18.69 #30 1st[33] Season Finale: September 4, 2002 22.77 #25 Final Performances: May 20, 2003 25.67 #5 2nd[34] Season Finale: May 21, 2003 34.24 #3 Final Performances: May 25, 2004 25.13 #2 3rd[35] Season Finale: May 26, 2004 28.84 #3 Final Performances: May 24, 2005 28.05 #1 4th[36] Season Finale: May 25, 2005 30.27 #3 Final Performances: May 23, 2006 31.78 #1 5th[37] Season Finale: May 24, 2006 36.38 #1 Final Performances: May 22, 2007 25.33 #2 6th[38][39] [40] Season Finale: May 23, 2007 30.74 #1 47 18/ 07 07/ Digital S trategy

Slide 49: Using online to power your branded entertainment Refuting vs Relishing Rolling your own vs partnering Transmedia vs media Neutral The power of community Let your content free 49 18/ 07 07/ Digital S trategy

Slide 50: It’s about the community 50 18/ 07 07/ Digital S trategy

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