Profiting From Transmedia Branded Entertainment


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How brands can profit from integrating their messaging into short form digital Transmedia Branded Entertainment.

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Profiting From Transmedia Branded Entertainment

  1. 1. Move from Delivering Advertising Impressions to Consumer ConnectionsProfiting from Transmedia Branded Entertainment Evergreen Branded Media
  2. 2. THIS PRESENTATION WILL COVER...- What is Transmedia Branded Entertainment andwhy brands should include it into their annualmarketing mix?* TV series LOST is used throughout as asuccessful example of what is possible when astory is expanded through Transmedia activation
  3. 3. A Major Marketing Disruption
  4. 4. Entertainment is one of the most talked about and shared social media activity globally• 30 billion – Pieces of content (comments, votes, photos, etc.) shared on Facebook per month.• 34 Billion - number of monthly video streams (USA)• 152 million – The number of blogs on the Internet• 25 billion – Number of sent tweets on Twitter in 2010• 100 million – New accounts added on Twitter in 2010• 175 million – People on Twitter as of September 2010• 39 million – People following lady Gaga on facebook and Twitter.• 250 million – New people on Facebook in 2010. Now 600 million• 70% – Share of Facebook’s user base located outside the USA.• 20 million – The number of Facebook apps installed each day.
  5. 5. Video Snacking is Now an all Day Media Habit TV Print Outdoor Radio Online / Mobile Morning Journey to7:00 AM Breakfast Paper Morning Email /Video Work News Show Social/News9:00 AM Search/Blogs11:00 AM Paper Lunch Drive Time Magazines Video1:00 PM Snacking3:00 PM Search/Blogs5:00 PM Journey Drive Leisure Home Time Magazines7:00 PM News Out to Dinner Multitasking Sports9:00 PM (TV, Video, Social, Mail, Entertainment Blogs, Podcasts)11:00 PM Reaching Consumers Throughout Their Media Day
  6. 6. The result is a bigopportunity for brands to partner with content creators to createTRANSMEDIA BRANDED ENTERTAINMENT content that consumerschoose to engage with and share with their friends across multiple platforms
  7. 7. What is Transmedia?“Transmedia is storytelling acrossmultiple forms of media with eachelement making distinctive contributionsto a viewer/user/players understandingof the story world. By using differentmedia formats, it creates "entry-points"through which consumers can becomeimmersed in a story world”. Henry Jenkins Social Mobile Gaming TV Show Media Apps Web Series Print Music UGC DL Storytelling with new tools
  8. 8. Integrating brand messaging into digital short-form content:Entertain first, advertise second… it’s all about a quality storytelling experience. Brands havethe opportunity to ORGANICALLY integrate their messaging across multiple dimensions of a story or realityformat. Viewers should feel rewarded for their selection, attention and advocacy. Brand as Brand as Scenery Story Brand as Brand as Conversation Character Brand as Utility
  9. 9. Design Transmedia content for the 1% heavy usersIn most online communities, 90% ofusers are lurkers who nevercontribute, 9% of users contributea little, and 1% of users account foralmost all the action. Giveimmersed users a platformto entertain the lurkers
  10. 10. Brands can organically integrate messaging into a variety of consumer video viewing needsHelpful video Entertaining video Let me Provide me with Connect me Help me find experience Give me a utility and to community cool stuff something new chance to win convenience Help me fit Let me Let me Show me how Make me smile, your product experience express it works laugh or cry into my life something new myself Brand / Consumer Video Engagement Opportunities
  11. 11. Advertisers can use Transmedia Branded Entertainment tobetter Target & Engage new profitable consumer segments (at a lower cost) Teen girls Women 21 + interested in into yoga art Men 18+ Sports Teen boys who geeks Traditional Media play Lacrosse New Brides 22+ Primary Brand Proposition Secondary / Tertiary Brand Proposition Unlimited Digital Media Shelf Space TransMedia: The Long Tail Of Brand Image
  12. 12. Transmedia Activation Drives Significant ConsumerEngagement (ratings) CPR Nielsen Rank Rank Lost: 2 34 Gossip Girl: 14 125 (Originally a Web Series) Chuck: 25 57 (Subway Brand sponsorship)CPR: Content Power Rating - combines TV andonline social media metrics to measure full consumerengagement (Optimedia / Nielsen USA 2010)
  13. 13. Brand Advertisers benefit from Transmedia Branded Entertainment becauseconsumers CHOOSE to ENGAGE with and SHARE the content acrossmultiple platforms, leading to more time spent with Brand messaging. Share of Share of Time Mind Share of = Share of MARKET Conversation iLost. 4 8 15 16 23 42
  14. 14. Transmedia: A Win Win Win ResultBrand Advertisers:- ENTERTAIN TO ENGAGE: Brand message integration into entertainment basedcontent creates stronger emotional appeal and connection with consumers- Stays connected with consumers throughout their media dayConsumers:- More interesting content that is targeted to their tastes / lifestyle and how they consumemedia- More FREE content to engage with and share with their friendsContent Creators:- New revenue streams
  15. 15. Scott Hicks - Partnerscott@evergreenbrandedmedia.comOffice: 503-224-4087Cell: 503-702-07592580 NW Upshur StreetPortland, OR 97210