Branded entertainment - an independent production company viewpoint


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Branded Entertainment Online - kurz: BEO - ist die News- und Austauschplattform zu den Themen Product Placement und Branded Entertainment in Deutschland. Ziel von BEO ist es, den Informationsaustausch zwischen den Marktteilnehmern zu fördern.

Die UFA brand communication, und HMR International veranstalten in der Bertelmann-Repräsentanz in Berlin vom 23.01.-24.01.2012 einen Workshop zum Thema Branded Entertainment. Das Ziel dieses Workshops ist es, zentrale Begrifflichkeit zu definieren, einzigartige Wirkungsweisen des Kommunikationsinstrumentes aufzuzeigen, sowie die Anknüpfungspunkte für Marken, Vermarkter, Medienproduzenten und Medien aufzuzeigen.

Der Workshop wird hochkarätig besetzt sein: Gregor Gründgens, Director Brand and Marketing Communications, Vodafone, Düsseldorf, Evan Schechtman, CTO, Inc., New York, Ariane Gut, Global Brand Research Director, FremantleMedia, New York, Wolf Bauer, Vorsitzender der Geschäftsführung, UFA Film & TV Produktion GmbH, Potsdam, Marcel Loko, Geschäftsführer & Gründer, Zum Goldenen Hirschen GmbH, Hamburg, Ivo Hoevel, Senior Vice President Marketing, Sky, Unterföhring, Markus Großweischede, Marketing Director, Hasbro Deutschland GmbH, Dreieich, Sabine Eckhardt, Vorsitzende der Geschäftsführung, SevenOne AdFactory GmbH, Unterföhring Lars-Eric Mann, Verkaufsdirektor, IP Solutions, IP Deutschland GmbH, Köln u.v.m.

Ort: Bertelsmann Repräsentanz, Unter den Linden 1, 10117 Berlin

Termin: 23. Januar 2012, 19.30 - 21.30 Uhr - Cocktail mit Lesung 24. Januar 2012, 10.00 - 17.00 Uhr - Workshop-Event

Das gesamte Programm finden Sie hier.

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Branded entertainment - an independent production company viewpoint

  1. 1. An Independent Production Company Viewpoint
  2. 2. OUTLINE1.  Who are Pulse2.  Pulse Films and Branded Entertainment3.  Branded entertainment case studies Live and Lost with Blackberry Professor Green (Puma)4.  Challenges and opportunities5.  Brief video montage
  3. 3. OverviewPulse is a talent management and productioncompany based in London and New YorkWe have four principal divisions: •  Music •  TV •  Advertising •  FilmDivisions are integrated – our directors areencouraged to work across multiple divisions
  4. 4. MusicMusic VideosColdplay, Jessie J, Chase & Status, Mumford and Sons,Laura MarlingLong Form MusicTake That – “Look Back Don’t Stare” •  5 million viewers on ITV1Blur – “No distance left to Run” •  Nominated for 2009 GrammyBjork – Upcoming 60 minute program on Channel 4
  5. 5. Television“Pineapple Dance Studio” (2010 Sky)“Louis Spence’s Showbusiness” (2010/11 Sky)“A Different Breed” (2011 Sky)“Live and Lost with Blackberry” (2011, C4)“Professor Green” (2011, C4)
  6. 6. AdvertisingTV Commercials – Kronenbourg, Nokia, LexusIntegrated Campaigns – Reebok, Island RecordsDigital/Interactive – MySpace, SkypeVirals – RBS, NokiaFeature Documentary – Red Bull
  7. 7. Filmso is Dayani Cristal (2012,el Garcia Bernal) t up and Play the Hits12, premiering at dance
  8. 8. IntroductionBranded Entertainment is natural for Pulse: •  Advertising integrated with Film, TV and Music •  We value our brand clients – we are not film “snobs”Examples: •  Live and Lost with Blackberry •  The JD Set (Jack Daniels) •  Red Bull Music Academy •  Professor Green (Puma)
  9. 9. Pulse Film’s desired trajectory Bespoke Multi Platform (e.g. Ad Funded “The Creators Television Project”) Short Virals Programming
  10. 10. IVE & LOSTwith BLACKBERRYbjective:ngage online audience and drive cost effective traffic to build fan base for brand and band.olution:epeatable Format (Interactive Artist Tour: Social Engagement, Bespoessaging, Experiential, Distribution, PR).rand product central to the narrative.
  11. 11. Overview of Digital ActivityThe Hub acted as an aggregator for all social media contenhat was produced by the show s protagonists, and also by th fans of Live and Lost Youtube App Enabled On Artists’ Phone & Synced Into Hub Flickr App Enabled On Artist Phones Foursquare Enabled On Artists’ To Enable Direct Upload Phone & Synced To Hub p Enabled hones For es Direct Updates OHub Facebook W Driving Fans T
  12. 12. PROFESSOR GREENUNSEENbjectives: Build TV vehicle for music star Promote upcoming EMI album Create brand awareness for Puma Make successful series for C4olution: 6 x 15 mins and 6 x 30 mins broadcast Product placement for Puma Puma limited use of clips on web-siteot an easy deal to put together!
  13. 13. Commercial ChallengesLarge number of stakeholders •  Brands, broadcasters, artists, record companiesRegulatory uncertaintyConservative brands/challenging economyRelatively small budgets
  14. 14. Commercial OpportunitiesBrands are looking for innovative ways to reach andengage audiencesFew companies can understand storytelling, brandsand talentBrands are starting to spend large sums in this area
  15. 15. An Independent Production Company Viewpoint