Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
A very brief history of Branded ContentBC 1.0– Event/TV show SponsorshipBC 2.0– Product Placement• Guru – Hero Cycles, Bobby – Rajdoot Motorcycle, Black Eyed Peas ‘I’ve Got A Feeling’ – NokiaBC 3.0– Content Creation• Coke Studio, Dewarists, Hero RoadiesBC 4.0– Next is what?
A brand is merely abrand, an inanimateobject, until enoughpeople care about it
Once enough people care, theycongregate & form a community around the brand
The confluence of the congregation creates an energy field around the brand
The energy field then reaches a critical mass, and as an organic force ofnature, breathes life into the brand
It is at this point that the brand develops a heartbeat and becomes a living, breathing entity
Coke Studio is BrandALIVE!• In Pakistan, the show airs on over 23 channels• Time magazine once called it “one of the 10 best things to happen to Pakistan”• 39.3 million youth were reached via the TV show in India• More than 4 Million radio listeners across 29 cities in India• 700,000 Facebook fans in India & 1 million+ in Pakistan and counting• 75,000 subscribers & 50 Million+ views on YouTube collectively• India website garnered 100,000 visitors in 3 weeks• More than 10 million Mobile downloads thru BluFi• 16 Live concerts took place across India to reach & engage directly with over 10,000 fans• CD album sets in India went platinum within weeks• Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
Platinum Rules of Engagement!§ Be relevant!§ Generate attraction!§ Be transparent / generate trust!§ Be authentic!§ Invite interaction!§ Allow customers to share control!§ Celebrate aesthetics!