Leveraging Entertainment Marketing: A Comprehensive Strategy for Brand-Aligned Entertainment (BAE)

Why Is It Time for a New Approach? Transition to a Brand-Aligned Entertainment (BAE) Strategy Traditional print & broadcast declining in efficacy “ Megaphone” marketing Sophisticated consumers that are difficult to reach Why Is It Time for a New Approach? Efficient and impactful integrated marketing “ Conversational” marketing Emotional connections with consumers Where are We Now? Where are We Going?

Traditional print & broadcast declining in efficacy

“ Megaphone” marketing

Sophisticated consumers that are difficult to reach

Efficient and impactful integrated marketing

“ Conversational” marketing

Emotional connections with consumers

"I always called it third-party triangulation …You have the brand and the consumer -- that's two points of the triangle -- and the third point was something or someone else . It always felt foolish [for Nike] to stand up on a pedestal by itself and say, 'Please buy our products,' so we always brought in the third point in the triangle…We would develop a real relationship with the artist or athlete, and our consumers could feel the honesty in those relationships.“ Scott Bedbury, former advertising director of Nike and CMO of Starbucks Brand-Aligned Entertainment: Triangulation Brand Consumer Content Well-Crafted BAE Strategy

Bold New Approaches

BAE Strategy: Durable Engagement Adopt Absorb Assess Review Rant/Rave Share Language Style Attitudes Values Most media strategies stop here BAE Extends Across Engagement Spectrum Consumer Engagement High Low

Review

Rant/Rave

Share

Language

Style

Attitudes

Values

BAE Strategy: Strategic Brand Assessment Define BAE Goals Audit Media Initiatives Develop Brand Characters Implement Confidential

BAE Strategy: Defining BAE Goals Who is responsible for our BAE initiatives? What is our goal in pursuing BAE projects? How will we measure success of BAE projects? Confidential

Who is responsible for our BAE initiatives?

What is our goal in pursuing BAE projects?

How will we measure success of BAE projects?

Adopt Absorb Assess Brand-Driven Producer-Driven Product Placement Ad Spots (TV or Digital) Brand-Aligned Entertainment Branded Entertainment Co-Marketing Sponsorship Licensing BAE Strategy: Audit Existing Initiatives Confidential High Low Consumer Engagement

BAE Strategy: Developing Brand Characters Brand Characters Are Not… Brand Characters Are… Someone to endorse your product Celebrity that you’d like to meet The new “it” girl/guy Aligned with your brand values and identity Someone who would actually use your brand Emotionally relevant to your consumers Brand Characters Are Not… Brand Characters Are… Aligned with your brand values and identity Someone who would actually use your brand Emotionally relevant to your consumers Brand Characters Are Not… Brand Characters Are… Someone to endorse your product Celebrity that you’d like to meet The new “it” girl/guy Brand Characters Are Not… Brand Characters Are… Confidential

Someone to endorse your product

Celebrity that you’d like to meet

The new “it” girl/guy

Aligned with your brand values and identity

Someone who would actually use your brand

Emotionally relevant to your consumers

Aligned with your brand values and identity

Someone who would actually use your brand

Emotionally relevant to your consumers

Someone to endorse your product

Celebrity that you’d like to meet

The new “it” girl/guy

Adopt Absorb Assess Brand-Driven Producer-Driven Content BAE Strategy: Identifying Properties Social Media Mobile WOM Events Promotions Sales Identify Characters and Properties That Will Carry Across This Continuum Confidential High Low Consumer Engagement

BAE Strategy: Recommendations Categories of properties to pursue Recommended implementation next steps Confidential

Categories of properties to pursue

Recommended implementation next steps