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Brands: the new entertainers Steve Mullins, Content Director, brand-e
Brands: the new entertainersBeyond product placement: film, TV, music, games, the artsEngagement… by immersion in very rich environmentsThe rise and rise of FacebookPlus other engaging socials, eg crowdsourcing, social TVAll very sharing
almost in gearRange Rover’s Being Henry is a step up… High production values Quality engaging online experience Interactive (yes!) & immersive But the product link is weak Where’s the share?
gets the partStella Artois’ Le Cannes Casting Call… Fits with brand’s cinematic creds Engaging experience Audience participation Strong pay-off
out of doorsGet billboarded with Mini… Good experiential Online participation (Facebook) Instant reward Sharing
Branded entertainment trendsSocial media Interactivity Deep media235 million FB Consumer input All mediaEuropean UVs (Mar-11) Multiple platforms Non-linear, participatory &More content for a Game-like immersive‘marketing revolution’Campaign migrations Highly personalisedto Facebook,YouTube
“New Lynx advert is amazing...Angels falling and an amazing new mix of AIRs Sexy Boy. Branding brilliance!" “I love this dramatic choral version, I hope there will be more!“Looks like someone in the Axe marketing department has decent taste in music..” “Truly wonderful! I love the 90s version, however, as soon as I saw the TV advert I was utterly transfixed. Beautifully done!” “Beautiful music! Like the song of the Sirens from Odysseus"
“beautifully done…I actually did that thing with my mobile phone where you can press a button and find out who covered it” JANICE LONG – BBC RADIO 2“slightly spoiled by the fact that it’s currentlysoundtracking a deodorant commercial”JARVIS COCKER – BBC 6 MUSIC