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?
"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
Brand Characters Are Not… Brand Characters Are… Confidential
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