Digital Hollywood panel presentation

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My presentation on brand entertainment at Digital Hollywood. …

My presentation on brand entertainment at Digital Hollywood.

Wednesday, October 21, 2009 Room # 731 Hollywood Content Summit" Session 10
TV Track - Academy of Television Arts and Sciences
Mini-Summit: Next TV and Beyond
2:00 PM - 3:30PM
The Return of the Sponsor: Programming and Brand Integration
Danila Koverman, Director of Development, Break.com
David Norton, VP Brand Integration, LadderUp Media
Mark Vega, Of Counsel, Luce Forward
Ryan Stoner, Director of Strategy, Omelet
Peter Yared, CEO, Transpond
Brian Seth Hurst, The Opportunity Management Company, Moderator
Presented by the Academy of Television Arts & Sciences

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  • Digital Hollywood PanelOctober21st, 2009, Ryan Stoner, Director of Strategy Omelet
  • We develop brand integration strategies for brands and products by harnessing cultural and consumer insights to engage in collaborative experiences that can re-invigorate brands or products.
  • Marketing Formats blend entertainment and strategic marketing, creating an opportunity to interact with viewers in new ways.
  • Marketing Formats blend entertainment and strategic marketing, creating an opportunity to interact with viewers in new ways.
  • Great advertising and relationships start with a clear vision that can provide mutual understanding, anticipated success and a jumping off point for big ideas
  • Strategy’s role is to create the strategic framework to create the jumping off point and innovate with new ideas. I also believe media is a strategic weapon. Using the right media outlet for a marketing format can make the difference between failure and success. It is not about being media neutral or idea leads the medium, but packaging media into the format. What real insights do we have about the people we are talking to?Not demographics, or meaningless clustersWould the audience recognize themselves? Think mindset, but remember emotions as well as rationale Hopes, fears, loves, hates, wants, needsPersonality traits, lifestyles, valuesWhat really makes them tick?Be specific, avoid bland generalizationsHow does all of this affect their relationship with the brand/ product and its market?
  • But remember a couple of things…. consumers rarely go out of their way to hunt down a brand message and the idea will change when brands become involved. Consumers are smarter than you think, so your brand integrations must be genuine. Provide meaning versus visibility in all integrations. If it doesn’t make sense---PUSH BACK!
  • http://www.dailymotion.com/video/xaiurf_brainstorm-trailer_shortfilmshttp://www.brainstormtheshow.com/
  • Appeal to things we all share as human beings. Make your idea dynamic and make your audience a part of the conversation.
  • Position your brand within the lifestyle of individual consumers and move away from a world of impressions into a world of brand conversations.
  • Call me and I’ll make you famous, rich or all of the above. -- Ryan Stoner

Transcript

  • 1. Creating Marketing Formats
    The Return of the Sponsor: Programming and Brand Integration
  • 2. Omelet works with brands, advertisers and content creators to create new media marketing formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities.
    The Return of the Sponsor: Programming and Brand Integration
  • 3. A marketing format is a unique creative solution comprised of strategic, yet entertaining content— original programming, ancillary content, corresponding advertising, social media, games or unique media.
    The Return of the Sponsor: Programming and Brand Integration
  • 4. IDEA
    DISTRIBUTION
    +
    The Return of the Sponsor: Programming and Brand Integration
  • 5. Begin with the audience and strategy first.
    Work to create a strategic framework to address client’s business needs and then determine the appropriate “media” to execute that vision.
    The Return of the Sponsor: Programming and Brand Integration
  • 6. Spend time understanding the consumer to cut through the clutter and connect. Uncovering a consumer insight should always be the first step in developing a big idea.
    • Know and articulate all aspects of a consumer audience
    • 7. Develop a creative brief
    • 8. Make the audience an accomplice
    The Return of the Sponsor: Programming and Brand Integration
  • 9. Begin with the audience and strategy first.
    Work to create a strategic framework to address client’s business needs and then determine the appropriate “media” to execute that vision.
    The Return of the Sponsor: Programming and Brand Integration
  • 10. 10/23/09
    8
    10/23/09
  • 11.
  • 12. Hip Hop Influence
    30
  • 13. Then ground the idea with a brand.
    AND find the right distribution partner for your audience.
    Distribution justifies the brand expenditure and gives you the freedom to entertain.
    The Return of the Sponsor: Programming and Brand Integration
  • 14. Brainstorm The Show
    The Return of the Sponsor: Programming and Brand Integration
  • 15. Video Analytics
    Views by Publisher
    Total Video Views
    Total views as of Oct. 16th: 1,675,943
    Growth since last week: 8%
    The Return of the Sponsor: Programming and Brand Integration
  • 16. Friends / Fans
    Total Fans / Friends as of Oct. 16th: 1,640
    Growth since last week: 4%
    Growth since Sept. 4th: 253%
    The Return of the Sponsor: Programming and Brand Integration
  • 17. RockShanz
    Exposure as of Oct. 2nd: 6,238 impressions
    Growth since last week: -80%
    Growth since Sept. 3rd: -55%
    Followers as of Oct. 2nd: 1080
    Growth since last week: 6%
    Growth since Sept. 3rd: 83%
    Reach as of Oct. 2nd: 3,969 people via 13 tweets
    Growth since last week: -74%
    Growth since Sept. 3rd: 500%
    The Return of the Sponsor: Programming and Brand Integration
  • 18. Lastly, remember that great content ideas don’t fit nicely into any specific medium.
    That is why we are in the business of giving viewers something unexpected and engaging.
    The Return of the Sponsor: Programming and Brand Integration
  • 19. But most importantly remember that all marketers aspire for their brands to be selected by the consumer for their own personal enjoyment.
    The Return of the Sponsor: Programming and Brand Integration
  • 20. Thank You
    Ryan.Stoner@omeletla.com
    (213) 427-6400
    The Return of the Sponsor: Programming and Brand Integration