Branded Entertainment | Patrick Collings 2010


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This is an introduction to Branded Entertainment that I gave at the Branded Entertainment Conference held in Johannesburg in March 2010. I have included notes on a number of the slides that may be meaningless without a talking head in front of them. The presentation is best viewed in conjunction with Doing The Deal in Branded Entertainment presentation which I also gave at the conference and have uploaded.

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Branded Entertainment | Patrick Collings 2010

  1. 1. branded entertainment conference johannesburg march 2010
  2. 2. branded entertainment is the integration of a product or a brand into a piece of entertainment
  3. 3. branded content is when the brand becomes or provides the entertainment
  4. 4. “branded content is original programming that a brand owns rather than rents, and the storyline or the program subject matter emanates from the brand dna.” doug scott executive director branded content ogilvy & mather
  5. 5. Branded entertainment in the late 19th century? Edouard Manet’s 1882 painting of the bar at the Folies-Bergère clearly favours Bass beer over other beverages by showing its label.
  6. 6. In the 1890s La Diaphane powder advertised that performer Sarah Bernhardt wore their product on stage.
  7. 7. The brothers Auguste and Louis Lumière included Sunlight soap in certain films made in 1896.
  8. 8. At the beginning of the 20th century, Model T Fords were included in the comedies of Mack Sennett and were listed in the credits of the movies.
  9. 9. 137 72 102 66 93 63 75 57 73 53 most placed brands in major commercial films 2001 - 2010
  10. 10. South African publisher NB Publishers has featured a number of their world-famous authors in a popular television series.
  11. 11. Clip from Casino Royale showing the Omega watch placement. Widely regarded as one of the most forced product placements.
  12. 12. 9 6,75 4,5 2,25 0 2004 2005 2006 2007 2008 2009 2010 Actual & Projected Increase in Global Product Placement in USD Billions (Extrapolated Projections from PQ Media Research)
  13. 13. photo by tambako the jaguar The lion’s share of product placement spend still goes to television and film. America is the main market for product placement, but the practice is growing elsewhere.
  14. 14. things are changing
  15. 15. Video of the director’s cut of Nike’s Take it to the Next Level, one of a new crop of short branded content films. Next slide shows photos from short films by Chanel and Lux.
  16. 16. The BMW series of branded content films introduced the concept of short, entertaining films made by brands and delivered primarily via the Internet.
  17. 17. photo by matthew
  18. 18. photo by onkel wart supremacy of the 30”ad gone exponential growth of online video changed media landscape
  19. 19. so brands started to create their own content, known as webisodes, to advertise around, reviving a strategy from the early days of radio and television
  20. 20. Easy to Assemble is a web series created for Ikea by actress Illeana Douglas and garnered over 5 million views in its second series. Features a host of well-known actors.
  21. 21. Dove adapted the Ugly Betty television series for the Chinese market and created Ugly Wudi taking the concept of branded content to new heights.
  22. 22. would they be building video games today?
  23. 23. photo by Вася Артёмов
  24. 24. “(takes a) Chanel lip palette from her Louis Vuitton clutch” “(like) Pierce Brosnan in an Armani suit” “consults her platinum Cartier watch that hung delicately on her slender wrist” “effortlessly lifted a case of Budweiser” Brands are also finding their ways into the story lines of novels.
  25. 25. debate whether realism or commercial opportunism
  26. 26. Bulgari admitted to paying Fay Weldon to heavily feature their brand in her 2001 book, which even incorporated the brand into the title.
  27. 27. Building on its short film series, in 2006 BMW commissioned writers to produce short stories featuring their cars.
  28. 28. Supa Strikas is a soccer-themed comic that prints 1.4 million copies per month in 16 countries. Brands are inserted into the comic frames and use story characters in ads.
  29. 29. insert brand here (with or without brand’s consent) photo by selva
  30. 30. Cars and alcoholic drinks often feature by name in rap music emerging from the United States.
  31. 31. Brands featured unwillingly in rap music can be a double edged sword, with musicians either praising or criticizing the brand.
  32. 32. UK government to allow limited commercial product placement on British television for the first time and is expected to bring in $100 million in first year - 16 September 2009 Publicis Worldwide, noting the increase in branded entertainment, launches London-based branded- entertainment division - 5 October 2009 News Corp, following lead of other broadcasters, creates Fox Digital Studios to focus on branded programming - 19 October 2009
  33. 33. but not everyone is happy with the concept of branded entertainment Photo by Darwin Bell
  34. 34. Electronic reader and computer tablets are going to change how content is delivered, throwing the current advertising model out of the window. Branded content offers a solution.
  35. 35. Trailer of the upcoming movie The Joneses were products are inserted into the lives of a fake family essentially creating a branded experience for their “friends and neighbours”.
  36. 36. patrick collings sagacite e: m: +27 (0)83 616 0967 w: b: t: pjcollings (follow me on twitter)