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MobiU2011 Lecture: STRAT211 Mobile Content - Playboy

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MobiU2011 Lecture: STRAT211 Mobile Content - Playboy

  1. 1. Presented by the Heartland Mobile Council Content and Mobile Marketing: We’re All in the Content Business Sam Jemielity, Director of Content, Playboy Print/Digital Group @samjemielity @playboy Event hashtag #MobiU2011
  2. 2. We’re All In the Content Business <ul><li>An profile in a magazine, a TV show, a Super Bowl commercial, a branded Facebook page or mobile app—it’s all content. </li></ul><ul><li>How do we make the content we create achieve its goals on a new platform or a new medium, such as mobile </li></ul>
  3. 3. Content Across Different Platforms <ul><li>Distribution – new platforms have new rules (be adaptable) </li></ul><ul><li>Content creation shift – from big companies to individuals (be open to it) </li></ul><ul><li>The principles of good content don’t change – regardless of platform, content has goals to achieve to be successful (be creative) </li></ul>
  4. 4. Content distribution - new platforms have new rules of engagement <ul><li>Print (Monthly/Weekly) </li></ul><ul><li>Web (Daily/Hourly at home) </li></ul><ul><li>Social Media (Peer to Peer) </li></ul><ul><li>Mobile (24/7 Access) </li></ul>
  5. 5. Hard to let go of received wisdom <ul><li>Print marketing to digital marketing </li></ul><ul><li>Print to online -- Many brands simply repeated what they did in print online with banner ads, static ads etc. </li></ul><ul><li>Surprisingly, even 15+ years into the Internet revolution, many brands still take that approach (and don’t think the iPad is going to save them) </li></ul>
  6. 6. Branded entertainment at Playboy Digital <ul><li>Custom content in collaboration with brands like Sony, Axe, Bud Light </li></ul><ul><li>Adapt to new platforms </li></ul>
  7. 7. BAD TEACHER CAMPAIGN 2011 <ul><li>Sony’s Bad Teacher meets Playboy TV’s Badass </li></ul>
  8. 8. BAD TEACHER 2011 <ul><li>Playboy.com </li></ul><ul><li>The Smoking Jacket </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  9. 9. BAD TEACHER 2011: Facebook
  10. 10. BAD TEACHER 2011: Twitter
  11. 11. BAD TEACHER 2011: The Smoking Jacket
  12. 12. Digital Landscape: Playmates are Brand Ambassadors
  13. 13. Content creation shift – from big companies to individuals <ul><li>Reality TV </li></ul><ul><li>Internet </li></ul><ul><li>Mobile </li></ul><ul><li>Power has moved from the corporate content creator to the reader/viewer/surfer </li></ul>
  14. 14. Everyone is a Potential Brand Ambassador <ul><li>Reader reviews </li></ul><ul><li>Peer-to-peer communications via Facebook, Twitter, mobile give power to the individual to express opinions like never before </li></ul><ul><li>Influencers </li></ul>
  15. 15. Authenticity Matters <ul><li>Consumers connect to what’s real </li></ul><ul><li>Peer-to-peer </li></ul>
  16. 16. Marketing via the Individual <ul><li>Dunkin Donuts campaign - Crowd-sourced its 60 th anniversary donut. You went to the Dunkin donuts website where you could pick various ingredients to make up your own donut using a Flash-based website. There were millions of possible combos and they got somewhere in the neighborhood of a million submissions. You could also share your concoction to your friends to get them to support it (Monkey See Monkey Donut) </li></ul>
  17. 17. The Risk Taker: Dominos <ul><li>Dominos Pizza Tracker –Dominos takes customer comments via web, Facebook, and mobile app and posts them, even posting good and bad comments on a billboard in Times Square. </li></ul>
  18. 18. Genie is out of the bottle <ul><li>Why have some marketers and brands moved this way? </li></ul><ul><li>Today’s consumer values authenticity and access from her/his favorite brands more than anything </li></ul><ul><li>Consumer wants to define the brand as what it means to her/him </li></ul>
  19. 19. Good content – the rules don’t change <ul><li>The principles of creating good content don’t change, regardless of medium or platform </li></ul><ul><li>Understand your audience/consumer </li></ul><ul><li>Give your consumer something they want the way they want—ideally something they pass along to 10 friends </li></ul><ul><li>Entertainment, information, utility </li></ul>
  20. 20. Engagement/Value <ul><li>Get your consumer interested, and keep them interested, or give them value, and you’ll succeed: entertainment, personalization, practicality </li></ul>
  21. 21. I want a viral video! <ul><li>Don’t we all! </li></ul><ul><li>Video on the left done for Mortal Kombat (380K Youtube views since spring) </li></ul><ul><li>Video on the right done for pure editorial fun (78K Youtube views since Monday) </li></ul>
  22. 22. Accessible <ul><li>Where you want it, when you want it </li></ul>
  23. 23. Timely and up-to-date <ul><li>Timing matters with your audience </li></ul><ul><li>Content needs to be ready for you when you need it, and up-to-date </li></ul><ul><li>A mobile app that suggests a bar but the hours have changed. Don’t be overly ambitious because if you fall short, your consumer won’t forgive it </li></ul>
  24. 24. Good Content, Tailored to the Medium <ul><li>Corning: A Day Made of Glass </li></ul><ul><li>Motivation doesn’t matter, length doesn’t matter </li></ul>
  25. 25. Content can be the marketing <ul><li>Distribution –you have the consumer 24/7, they can interact immediately, wherever they are, how are you going to capitalize? </li></ul><ul><li>Content creation shift –your consumer can be your best marketer to their contacts, how will you leverage? </li></ul><ul><li>The principles of good content don’t change – entertain your consumers and give them value </li></ul>
  26. 26. APPENDIX: Mobile is one tool in the kit <ul><li>Do brands cede control to the consumer? No. </li></ul><ul><li>Look for ways to leverage the power of the consumer is just another tool in your arsenal as you approach marketing campaigns. </li></ul><ul><li>Brilliant traditional campaigns orchestrated by a brand can still redefine and reinvigorate a product </li></ul><ul><li>Old Spice campaign -- changed that line of products from something associated with a much older demographic to a strong competitor in the field </li></ul>

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