Creating time in a digital world




                                                  Branded TV-Content 2008
           ...
branded TV-content



                      11
maandag 2 juni 2008        2
?
      branded TV-content



                          11
maandag 2 juni 2008            2
maandag 2 juni 2008   3
what is branded
      content ?

                      11
maandag 2 juni 2008        4
Seeking a useful definition




maandag 2 juni 2008            5
Seeking a useful definition




                      “   Branded content is een Amerikaanse marketingterm die
            ...
Seeking a useful definition




                      “   Branded content is ideas that bring
                          ent...
Seeking a useful definition




                        “
                      “
                                 Branded ...
Seeking a useful definition




                          “
                        “
                                     ...
Seeking a useful definition




                        “
                      “
                                         ...
Flickr CC http://www.flickr.com/photos/femalethatlovestech/113333687/

maandag 2 juni 2008                                 ...
“Participatory media
                      must be understood
                      not as a technology
                  ...
“It’s when people stop thinking of something as a
 piece of technology that the thing starts to have
       its biggest im...
Entering a new marketing era




                                    Flickr CC http://www.flickr.com/photos/lyza/
         ...
Traditional creative agencies tell stories about brands
   Traditional media agencies buy time to allow these stories to b...
Creating Time



maandag 2 juni 2008                   12
It’s not just the content –
             it’s the consumer stories that go with it




maandag 2 juni 2008                ...
ADVERTISING


                      USER
                                PRODUCT
                      GENERATED
         ...
Roles


                             Branded Content


            entertainment      community       interactivity



   ...
Key considerations

   • Understanding what consumers need  want
   • Develop ideas that truly build on brand values
   • ...
value to consumers



maandag 2 juni 2008                        17
Driving genuine value



                          Consumer
                          Value




          Entertainment   ...
Metrics

   •      Time spent
   •      WOM
   •      Amplification in PR
   •      Leverage in media
   •      Number of f...
3 cases around the world
maandag 2 juni 2008                      20
Yahoo Online
     Soap Opera


                      11
maandag 2 juni 2008        21
The Story of “Rich Merchant’s True Love”

     An integrated campaign - search and interaction both key in defining user
  ...
maandag 2 juni 2008   23
maandag 2 juni 2008   23
Sprite The Yard



                      11
maandag 2 juni 2008        24
THE
       YARD



       LINKED BY ISOBAR
                          Copyright Marvellous Ideas Limited 2007

maandag 2 ju...
THE SPRITE YARD
       THE BIGGEST MOBILE INITIATIVE ON THE PLANET


        - Changes an eight-week tv burst into a 52 we...
Copyright Marvellous Ideas Limited 2007

maandag 2 juni 2008                                             27
maandag 2 juni 2008   28
INSTANT REWARD
       CONTENT




maandag 2 juni 2008     29
INSTANT REWARD
       CONTENT




maandag 2 juni 2008     29
Nuggets...
       Lemon and Lime mobisodes.




maandag 2 juni 2008                30
adidas Power
     Challenge


                      11
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maandag 2 juni 2008   32
maandag 2 juni 2008   33
maandag 2 juni 2008   33
maandag 2 juni 2008   34
maandag 2 juni 2008   34
maandag 2 juni 2008   35
Bedankt!
                      info: brian.hirman@isobar.net




maandag 2 juni 2008                                   36
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Branded TV-Content - Brian Hirman Isobar

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Presentatie van Brian Hirman van Isobar Nederland over branded content.

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Branded TV-Content - Brian Hirman Isobar

  1. 1. Creating time in a digital world Branded TV-Content 2008 Bussum,5 juni 2008 Brian Hirman maandag 2 juni 2008 1
  2. 2. branded TV-content 11 maandag 2 juni 2008 2
  3. 3. ? branded TV-content 11 maandag 2 juni 2008 2
  4. 4. maandag 2 juni 2008 3
  5. 5. what is branded content ? 11 maandag 2 juni 2008 4
  6. 6. Seeking a useful definition maandag 2 juni 2008 5
  7. 7. Seeking a useful definition “ Branded content is een Amerikaanse marketingterm die staat voor alle programmainhoud behalve reclamespots, die de communicatieboodschap van de adverteerder kan overbrengen of versterken. WEBSITE BRANDED TV CONTENT CONGRES ” maandag 2 juni 2008 5
  8. 8. Seeking a useful definition “ Branded content is ideas that bring entertainment value to brands and that integrate brands into entertainment… It is an eort of collaboration in order to bring consumers entertainment that they want, in the form that they want it. BCMA ” maandag 2 juni 2008 6
  9. 9. Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes advertising and what constitutes entertainment. to bring It is an eort of collaboration in order Branded content is essentially a fusion of the two into consumers entertainment that one product intendedin the form that they want it. they want, to be distributed as entertainment content, albeit with a highly branded quality. BCMA ” ” WIKIPEDIA maandag 2 juni 2008 6
  10. 10. Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate “ new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes CONTENT = Information and experienceswhat constitutes entertainment. to bring advertising and created of collaboration in order It is an eort by individuals, institutions and technology to benefit audiences in that the two into consumers entertainment contexts Branded content is essentially a fusion of that they value one product intendedin the form that they want it. they want, to be distributed as BRAND = entertainment content, albeit with a highly branded quality. Accumulation of experiences with a specific product or service, both directly relating to its use, and through the BCMA ” influence of advertising, design, and media commentary. ” Symbolic embodiment of all the information connected to a WIKIPEDIA company, product or service ” maandag 2 juni 2008 6
  11. 11. Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate “ new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes “ 1. CONTENT = Information and experienceswhat constitutes entertainment. to bring advertising and created of collaboration in order It is an eort by individuals, The branding mustn't obscureto benefit audiences in contexts institutions and technology or essentially a fusion of the two into Branded content is consumers entertainment that devalue the content that they value one product intendedin the form that they want it. they want, to be distributed as Consumers = entertainment content, albeit with a highly branded 2. BRAND get something out of it quality. Accumulation of experiences with a specific product or 3. The content both directly to the brand use, and through the service, adds value relating to its BCMA ” influence of advertising, design, and media commentary. ” The brand is embedded intoall the information connected to a Symbolic embodiment of context 4. WIKIPEDIA company, product or service ” ” maandag 2 juni 2008 6
  12. 12. Flickr CC http://www.flickr.com/photos/femalethatlovestech/113333687/ maandag 2 juni 2008 7
  13. 13. “Participatory media must be understood not as a technology phenomenon but a social phenomenon” – The Economist, April 22 2006 Image from Flickr CC http://www.flickr.com/photos/mulsanne/41027902/ maandag 2 juni 2008 8
  14. 14. “It’s when people stop thinking of something as a piece of technology that the thing starts to have its biggest impact” - The Guardian, 4 Nov 2006 Flickr CC http://www.flickr.com/photos/mr_magoo_icu/172281846/ maandag 2 juni 2008 9
  15. 15. Entering a new marketing era Flickr CC http://www.flickr.com/photos/lyza/ 276990225/ maandag 2 juni 2008 10
  16. 16. Traditional creative agencies tell stories about brands Traditional media agencies buy time to allow these stories to be told But it’s your consumers who tell the most powerful stories about your brands Image CC: http://www.flickr.com/photos/molas/128652106/ maandag 2 juni 2008 11
  17. 17. Creating Time maandag 2 juni 2008 12
  18. 18. It’s not just the content – it’s the consumer stories that go with it maandag 2 juni 2008 13
  19. 19. ADVERTISING USER PRODUCT GENERATED PLACEMENT CONTENT maandag 2 juni 2008 14
  20. 20. Roles Branded Content entertainment community interactivity consumption sharing participation awareness wom engagement maandag 2 juni 2008 15
  21. 21. Key considerations • Understanding what consumers need want • Develop ideas that truly build on brand values • Think in connected initiatives that grow and evolve • Internal structures and culture to behave in the right way • Develop new forms of partnerships • The right balance between strategy and opportunity • Keeping pace with digital developments • Defining and measuring success • Consumer involvement participation • Changing the rules of content therefore branded content • Brands can be more than a provider of content; brands can be integral part of the content, as long as it adds value maandag 2 juni 2008 16
  22. 22. value to consumers maandag 2 juni 2008 17
  23. 23. Driving genuine value Consumer Value Entertainment Kudos Utility maandag 2 juni 2008 18
  24. 24. Metrics • Time spent • WOM • Amplification in PR • Leverage in media • Number of fans / friends • Participation • Brand equity • Sales • Database / Insights maandag 2 juni 2008 19
  25. 25. 3 cases around the world maandag 2 juni 2008 20
  26. 26. Yahoo Online Soap Opera 11 maandag 2 juni 2008 21
  27. 27. The Story of “Rich Merchant’s True Love” An integrated campaign - search and interaction both key in defining user experience. With a TVC ending featuring key word prompts (quot;Rich Merchant's true Lovequot;), users were driven to a microsite, to play a role in the interactive movie. Users’ interaction and search results then changed the plot and ending. Combining interactive movies and search functions, 144 combinations of movie clips 12 dierent endings were created. A real web2.0 branded content with 100% user interaction - creating buzz and excitement, 800,000 users discussed potential endings, generating 75,000+ posting alongside the 20 million search queries, leading to 60% growth overall. maandag 2 juni 2008 22
  28. 28. maandag 2 juni 2008 23
  29. 29. maandag 2 juni 2008 23
  30. 30. Sprite The Yard 11 maandag 2 juni 2008 24
  31. 31. THE YARD LINKED BY ISOBAR Copyright Marvellous Ideas Limited 2007 maandag 2 juni 2008 25
  32. 32. THE SPRITE YARD THE BIGGEST MOBILE INITIATIVE ON THE PLANET - Changes an eight-week tv burst into a 52 week brand dialogue - Brings all the functions teens know and love from their social network sites to mobile, their communication tool of choice - Rewards purchase with cool, collectible, non-duplicated mobile content - Demonstrates Coke’s commitment to mobile as the way forward for reaching this market maandag 2 juni 2008 26
  33. 33. Copyright Marvellous Ideas Limited 2007 maandag 2 juni 2008 27
  34. 34. maandag 2 juni 2008 28
  35. 35. INSTANT REWARD CONTENT maandag 2 juni 2008 29
  36. 36. INSTANT REWARD CONTENT maandag 2 juni 2008 29
  37. 37. Nuggets... Lemon and Lime mobisodes. maandag 2 juni 2008 30
  38. 38. adidas Power Challenge 11 maandag 2 juni 2008 31
  39. 39. maandag 2 juni 2008 32
  40. 40. maandag 2 juni 2008 33
  41. 41. maandag 2 juni 2008 33
  42. 42. maandag 2 juni 2008 34
  43. 43. maandag 2 juni 2008 34
  44. 44. maandag 2 juni 2008 35
  45. 45. Bedankt! info: brian.hirman@isobar.net maandag 2 juni 2008 36

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