Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition

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Paul Malina, Former National Sports Marketing Manager, Red Bull Australia

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Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition

  1. 1. Standing  Out  in  a  Noisy  Environment   Providing  Great  Content  to  Remain   Head  and  Shoulders  Above  the   Compe>>on  Presented  by:  Paul  Malina  September  26th  2011  Contact:  pgmalina@gmail.com  
  2. 2. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  Study:  Red  Bull  Riders  Cup  •  User  Generated  Content  •  Distribu@on    •  In  summary  
  3. 3. Introduc>on   Branded  Entertainment  
  4. 4. Consumers  experience  their  content  in  a  variety  of  mediums   Website Social media Content Streaming Advertising Product Product advertising placement Placement Internet:Web TV   production  Time Buy TV:   Film: Advertising Content   On Demand     SponsorshipStadium   Sports Consumer  Ad shell Events: Outdoor: Music Billboard Consumer Mobile editorial Social Print: Apps Content Paid editorial Advertising
  5. 5. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  study  Example  :  Red  Bull  Riders  Cup  •  User  generated  content  •  Distribu@on    •  In  summary  
  6. 6. In  such  a  noisy  environment  it  is  important  to  stand  out  7  Rules  of  Engagement  for  branded  entertainment  that  have  worked  for  me   •  Entertaining   •  Credible   •  Authen@c   •  Valuable   •  Relevant   •  InsighLul   •  Innova@ve  
  7. 7. Todays  consumers  are  savvy  and  they  know  when  they  are  being  bought  
  8. 8. Branded  Entertainment  can  engage  your  consumers  on  a  much  higher  level  than  tradi@onal  means  and  help  your  brand  stand  out   SEE WATCH ENGAGE Adver>sing   Branded  Content   Branded       Entertainment  •  TV   •  S@ll  images   •  TV  Show  •  Print   •  TV   •  Web  Content  •  Web   •  Product  placement   •  Films  •  Outdoor   •  Film   •  Mobile  Apps  •  Events   •  Advagames   Engagement   Credibility   Value  to  consumer  
  9. 9. Branded  Entertainment  can  engage  your  consumer  on  a  higher  level   ul@mately  resul@ng  in  higher  recall  at  the  right  @me   Branded   Engagement   Entertainment       •  Engagement  via  •  TV  Show   choice    •  Web  Content   •  Longer   Higher  Recall  •  Films   experience  •  Mobile  Apps   •  Interac@ve  •  Advagames   experience   •  Credible   encounter  
  10. 10. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  study  Example  :  Red  Bull  Riders  Cup  •  User  generated  content  •  Distribu@on    •  In  summary  
  11. 11. Storytelling  is  key  to  this  engagement:  Find  the  compelling  stories  at  the  heart  of  your  brand   •  Entertaining   •  Credible   •  Authen@c   Is  it?   •  Valuable   •  Relevant   •  InsighLul   •  Innova@ve  
  12. 12. New  ini@a@ves  with  engaging  stories  can  be  created,  or  already  exist  in  your  marke@ng  mix   Marke>ng  ini>a>ves   Branded  Entertainment       •  Events   Stories   •  TV  show   •  Promo@ons   •  Web  clip   •  Brand  history   •  Film   •  Ambassadors   •  Mobile  content   •  Consumer  ac@vi@es   •  Games  
  13. 13. Control  your  message  
  14. 14. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  study  Example  :  Red  Bull  Riders  Cup  •  User  generated  content  •  Distribu@on    •  In  summary  
  15. 15. Example  -­‐    Red  Bull  Riders  Cup:  School  Or  Surf  on  VBS.tv  •  Event:  Red  Bull  Riders  Cup.  A  high   school  surf  compe@@on  held  all  over   the  USA  during  the  week    •  The  problem:  Nobody  at  the  beach  to   see  the  events  •  The  challenge:  Find  alterna@ve  ways   to  reach  targets  and  engage  them   with  this  event  •  The  answer:  Uncover  the  compelling   storyline  and  create  Red  Bull  Riders   Cup:  School  Of  Surf  -­‐  15  webisodes.      
  16. 16. Red  Bull  Riders  Cup:  School  Of  Surf   Results:  Year  1:  VBS.TV   3  million  views  via  media   partnership  and  syndica@on     •  hp://www.youtube.com/watch? v=a9xmE26RPVw&feature=relmfu    
  17. 17. Red  Bull  Riders  Cup:  School  Of  Surf   Results:  Year  2:  MTV   6  episode  series  on  MTV  
  18. 18. The  heart  of  the  story  
  19. 19. What  we  delivered   Rules  of  Engagement   Entertaining   ✔   Credible   ✔   Authen@c   ✔   Valuable   ✔   Relevant   ✔   InsighLul   ✔   Innova@ve   ✔  
  20. 20. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  study  Example  :  Red  Bull  Riders  Cup  •  User  generated  content  •  Distribu@on    •  In  summary  
  21. 21. User  generated  content  is  another  great  way  to  engage  with  your  consumers     Time  Magazine:  Person  of  the  year  2006  
  22. 22. User  Generated  Content  Is  content  created  by  the  consumers  themselves  and  not  tradi@onal  media  organiza@ons      Distributed  via  :  •  Twier  •  You  Tube  •  Facebook  •  Blogs  •  Wiki’s  •  Websites  •  TV    
  23. 23. People  contribute  to  UGC  for  2  main  reasons   1.  Intangible  rewards  –  eg.  Social  status,   notoriety,  inclusion,  feeling  good  about   themselves  for  contribu@ng   2.  Tangible  rewards  –  Contest  entry,  various   prizes,  payment,  gies  etc…  Create  a  “Playing  Field”  and  act  as  host  for  consumers  to  interact.    
  24. 24. Example:  The  Grammys  “We  are  all  fans”   “We’re  All  Fans”  Visualisa>on  (2010)     Visualisation: http://wereallfans.com YouTube / TV Spot: http://www.youtube.com/watch? v=VEFgSV36vnA
  25. 25. Agenda  •  Introduc@on  to  Branded  Entertainment  •  Engaging  your  audience  •  Crea@ng  compelling  stories  •  Case  study  Example  :  Red  Bull  Riders  Cup  •  User  generated  content  •  Distribu@on    •  In  summary  
  26. 26. Distribu@on:  Create  a  win  /  win  and  deliver  content  to  outlets  that  are  in  need  of  it  and  have  an  exis@ng  cap@ve  audience  •  Media  Partnerships  –  Co-­‐Produc@ons,  syndica@on,   rights  deals,  mul@  na@onal  distribu@on,  pay  to  play  •  Leverage  your  adver>sing  spend  –  What  content  are   your  adver@sing  channels  looking  for  •  Your  brands  exis>ng  channels  –  Website,  film,  in-­‐ store,  on-­‐site  at  events  •  You  Tube  –  Create  your  own  channel  •  Social  media  –  If  content  is  good  it  will  be  shared  very   quickly  and  consumers  become  your  distributers.  •  Mobile  –  Apps,  websites    
  27. 27. Distribu@on:  Example  -­‐  School  of  Surf:  Year  1  •  Premier  on  VBS.TV    (exclusivity  period)  •  Syndica@on:     -­‐  Surfline   -­‐  MySpace   -­‐  YouTube   -­‐  Redbullsurfing.com   -­‐  RBRC  media  player  on  Facebook    •  The  VBS  Show  segment  on  MTV  2    Included  collabora>ve  PR  campaign  to  ins>gate  WOM  buzz  
  28. 28. In  summary  •  Engaging  your  audience  is  difficult  in  a  noisy   environment  •  Story  telling  is  key  •  Find  your  brand  story  •  Tell  the  story  but  don’t  forget  the  7  rules  of   engagement  •  Consumer  content  –  Embrace  UGC  •  Distribu@on  –  Mul@ple  channels  are  available  and   a  cheap  way  to  get  your  message  out  there  
  29. 29. Final  thought….   With  choice  so  prevalent     Money  is  no  longer  the  currency  that  will  buy   you  aen@on,  stories  are!  
  30. 30. THANK-­‐YOU  For further information, please contact:Paul Malina:Email: Pgmalina@gmail.comPhone: 0411 534 422

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