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Brand-Funded Entertainment


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Brand-funded entertainment can be a key weapon in the armory of advertisers looking to resonate with audiences, create a deeper engagement platform for brands, and provide new sources of revenue for broadcasters, production houses and distributors. Join Peter Tortorici, former president of CBS Entertainment, Executive Producer at Carsey-Werner Co, and currently CEO of GroupM's Worldwide Entertainment Group as he walks you through the complexities of brand funded programming, and the role agencies like those in GroupM can take in working with external partners. Find out how digital media can allow storytellers and marketers to move beyond product placement to a level of dialogue that connects with audiences on a far deeper level and the role producer, agency, brand, network and distributor (TV-Digital-Online) play, and how each partner can broker an ad-funded deal. Join Peter as he looks to the future of brand funded programming and the role each of us can play.

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Brand-Funded Entertainment

  1. 1. Peter Tortorici<br />CEO, GroupM Entertainment WW<br />
  2. 2. A Fragmented, Yet Interconnected World<br /><ul><li> Accelerating Technology
  3. 3. Fragmented Marketplace
  4. 4. Maintenance of Fluid consumer experiences</li></li></ul><li>Creating Platforms to Drive EngagementImmersive Entertainment Exchanges with Consumers<br />
  5. 5. Breyers – Smooth & Dreamy<br />Product Innovation: In 2010, Breyers debuted Smooth & Dreamy (all-natural, ½ the fat modern takes on classic ice cream flavors)<br />Brand Challenges:<br /><ul><li>Drive Awareness & Brand Affinity
  6. 6. Convert “better for you” ice cream users to Smooth & Dreamy
  7. 7. Create an actionable articulation of “This is Love”
  8. 8. Surprisingly introduce Breyers Smooth & Dreamy </li></li></ul><li>Breyers – Smooth & Dreamy<br />Target Info/Insights:<br /><ul><li>Woman 35-54
  9. 9. Primary Consumption Occasion: Eating ice cream while watching romance movies on weekend nights
  10. 10. Currently eats “healthy alternatives” to Breyers traditional, but loves the classic flavors</li></ul>Content Strategy<br /><ul><li>Bring the idea of Breyers Smooth & Dreamy being a “modern take on an Classic” to life to drive awareness, volume and deeper levels of consumer engagement</li></li></ul><li>Breyers – Insights Driving Creative and Distribution<br />
  11. 11.
  12. 12. Breyers – Insights Driving Creative and Distribution<br />Distribution:<br /><ul><li>Premiere trailer across network finales (30 Rock, Ugly Betty, DWTS, and more)
  13. 13. Vignettes housed on microsite / hyper-syndication
  14. 14. Rich media units/Homepage Takeovers
  15. 15. Cinema “Behind the Scenes” Shorts
  16. 16. Print Advertorials
  17. 17. Sweeps with WB Studios</li></ul>Results:<br /><ul><li>Rich Media CTR significantly surpassed benchmarks
  18. 18. 440MM PR Impressions across 300 placements
  19. 19. Coverage on “Today,” “Entertainment Tonight,” “ABC News Now,”,,, In Touch, Star, and Woman’s World
  20. 20. Over 65,000 Sweepstakes Entries
  21. 21. Smooth & Dreamy = double-digit YOY increase </li></li></ul><li>
  22. 22. Insight: 1/3 women (18+) have LBL <br />Taboo: Nobody Talks About It<br />Goal: Get People Talking<br />Answer: “Great Women In History”<br />
  23. 23.
  24. 24. Launch: The View, Oscars Pre-Show <br />Online: Portal Partnership (Yahoo!), online syndication, rich media <br />Print: 1/3 units adjacent to brand equity ads<br />iTV: Out of samples in 2 weeks!!<br />
  25. 25.
  26. 26. Results to Date/ Igniting the Conversation:<br /><ul><li> 200 Million PR Impressions
  27. 27. Bill O’Reily, Howard Stern, Perez Hilton, and Jezebel all talked about Poise
  28. 28. SNL’s weekend update did an entire skit (Kenan Thompson as Whoopi) based on the WIH Vignettes, using “1 in 3” and Poise brand talking points.</li></li></ul><li>Audi: Leveraging a Heightened Audience with Contextually Relevant and Ownable Content<br />OPPORTUNITY:<br />Leverage the national anticipation for the 2010 Vancouver Winter Olympics to create a unique and ownable property for Audi<br />CHALLENGE:<br />Many consumers are unaware of Audi’s long-standing relationship with ski racing<br />INSIGHT:<br />Align Audi with the passion, speed, and precision of ski racing, showcasing it to draw awareness<br />
  29. 29.
  30. 30. Audi: Leveraging a Heightened Audience with Contextually Relevant and Ownable Content<br />1,905,497<br />Cable Network Views<br />1,510,200<br />NBC Viewers<br />WHAT IT WAS:<br />Follow the U.S. Ski Team hopefuls as they display what it takes to become an Olympian<br />Audi Truth In Motion<br />911,865<br />YouTube Views<br />110,000<br />iTunes Downloads<br />
  31. 31. Bertolli – Into the Heart of Italy<br />BRAND OBJECTIVE: <br />The Italian Passion Project <br />Bertolli is on a mission to bring expert quality Italian meal experiences to your dinner table. <br />It is a journey of discovery and inspiration that will enable you to experience and value what drives Bertolli’s passion, and how you can enjoy the fruits of that philosophy in your own home. <br />
  32. 32. Bertolli – Multi-Platform Distribution and New Technologies<br />The Idea:<br /><ul><li> “Into the Heart of Italy,” a multi-platform series uncovering the secrets of Italian Passion and Cooking
  33. 33. Starring Marissa Tomei, Rocco Dispirito, & Dan Cortese
  34. 34. Top Chef meets Amazing Race</li></li></ul><li>
  35. 35. Bertolli – Into the Heart of Italy<br />Distribution:<br /><ul><li> Launch: 30-second Teaser (Oscars) married to :15 Brand Equity Spot
  36. 36. 60-second custom spot in Desperate Housewives
  37. 37. Online: Rich Media, Banners, Portal Partnership (Yahoo!) & Hyper-syndication
  38. 38. Social: Facebook, Blogger-seeding, Twitter
  39. 39. iTV component (Brightline)</li></li></ul><li>Bertolli – Into the Heart of Italy<br />Distribution:<br /><ul><li> Creating fresh content for all of these platforms, not “repurposed content”
  40. 40. Old Media VS. New Media  Old Media + New Media
  41. 41. Using new technologies to keep the “marriage” fresh and exciting</li></ul>Results still ongoing<br />- Campaign Mentions in: Adweek, NYTimes, Mediaweek, AdAge<br />
  42. 42. IKEA Elevates Kitchens in Home Makeover Series<br />A new reality show where one lucky homeowner gets the shock of a lifetime when their favorite celebrity chef shows up at their door to help build a dream kitchen with help from IKEA.<br /><ul><li>Elevated the IKEA kitchen brand, putting it on par with the best in cooking and pop culture
  43. 43. Created consideration for IKEA products among a whole new set of consumers
  44. 44. Served as a powerful and flexible marketing platform, with content at its center
  45. 45. Managed in full (all production and distribution) by MEC Entertainment</li></li></ul><li>Show Details<br /><ul><li>6 Episodes, 4 guaranteed runs each
  46. 46. Airs within A&E’s weekend lifestyle programming block, “The Big Fix,” alongside shows like “Flip this House”
  47. 47. IKEA custom billboards and spots in show
  48. 48. Category exclusivity on air and online</li></li></ul><li>
  49. 49. Engagement Across Owned and Earned Media<br />Online<br /><ul><li>Web hub at
  50. 50. Special web videos and behind-the-scenes clips
  51. 51. Cooking tips and recipes from celebrity chefs
  52. 52. Design tips from show host
  53. 53. Photo galleries, including blueprints, before & after looks at the show’s kitchens
  54. 54. FTK promoted on
  55. 55. micro site created by IKEA
  56. 56. Email blast from IKEA</li></ul>In-Store & DR<br /><ul><li>Celebrity chef appearances
  57. 57. Signage, video clips, window clings, etc.
  58. 58. Show promotion included in 2 FSIs, mailed to 50MM households</li></ul>PR<br /><ul><li>National consumer press release
  59. 59. Local press in each homeowner’s market
  60. 60. Blogger coverage of the show
  61. 61. Chefs promoted shows across their social media assets and personal websites
  62. 62. Chef appearances on morning talk shows</li></li></ul><li>From marketing platform to Broadcast Net Comedy. The first ever Branded Entertainment Project to make it to Broadcast Television!<br />
  63. 63.
  64. 64. Consumers Gravitate to ITM<br />22MM+ VIDEO VIEWS<br />Home Page Records!<br />
  65. 65. Nestle North America content development and new structures<br />Measuring Up<br />Top Parenting <br />Websites<br />Sources: ComScore & Atlas<br />* Period while ITM was live<br />
  66. 66. Bringing “In the Motherhood” to Network Television<br />
  67. 67. HOLD FOR BLADES<br />
  68. 68.
  69. 69. Thank you for your time.<br />