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BOBCM: Best of Branded Content Marketing OBE Summit

Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.

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BOBCM: Best of Branded Content Marketing OBE Summit

  1. 1. THE BEST OF BRANDED CONTENT MARKETING
  2. 2. Every major award show now has a Branded Content & Entertainment category... But still much debate among jurors about the distinction between ads that happen to be long and true branded content platforms...
  3. 3. It’s a bit like trying to explain an elephant to a blind person. But if you look at what’s actually winning awards then you’ll see there’s some agreement about the best work. This illustrates that juries can see the best examples even though the award shows have different definitions.   JAN GODSK Branded Content Consultant, Serial Juror + Chairman BCMA SCANDINAVIA “
  4. 4. SO LET’S ASK AWARD JURORS AND INDUSTRY EXPERTS AROUND THE GLOBE
  5. 5. MOST POPULAR AMONG AD INDUSTRY FOLKS
  6. 6. It’s a great piece of storytelling about the human condition that is brilliantly written. It uses a fairy- tale structure about a spellbound protagonist who needs to find true love in order to undo the spell. This kind of universal story telling is more than you’d find in traditional advertising, and that’s what makes it branded content. The product is also brilliantly integrated, and the social film project allows the audience to engage in the creation of the campaign without seeming forced or unnatural. UROS GORICAN Creative Director & Branded Content Producer PUBLICIS SLOVENIA “
  7. 7. MOST POPULAR AMONG ENTERTAINMENT INDUSTRY FOLKS
  8. 8. The Lego Movie is entertainment produced by a brand. And it’s great entertainment that’s loved by critics and audiences alike. Lots of people went to the theater to see it. Now they rent it or buy it at home. Or watch it on a plane. And now they’re more emotionally connected to the brand. Now the Legos are a bit more magical. So they buy more Legos. And go to Legoland. Wait, isn’t this Disney’s model? Maybe Frozen is the gold standard… “ JESSE COULTER Co-Chief Creative Officer, CAA Marketing CREATIVE ARTISTS AGENCY
  9. 9. WHAT IS THE BUSINESS MODEL OF BRANDED ENTERTAINMENT INDUSTRY?
  10. 10. WILL THE MERGING OF ADVERTSING AND ENTERTAINMENT REDFINE THE MEDIA LANDSCAPE?
  11. 11. Pure definition of branded content: it’s content, it’s likeable, it’s creative, it meets brands’ objectives and it’s good enough to get PRIME TIME on a major commercial channel! At Eurobest judging panel we were all asking each other how was that possible nobody had come up with the idea before. This only means that concept is really great and that probably we will see local versions of Brandarit really soon. IZABELA KURCZEWSKA Head of Entertainment HAVAS SPORTS & ENTERTAINMENT POLAND “
  12. 12. YOU DON’T NEED BIG BUDGETS AND MOVIE STARS TO ENGAGE AUDIENCES
  13. 13. CONNECTING WITH PEOPLE IS A SOCIAL EXERCISE THAT IS CONDUCTED THROUGH THE MESSY, MURKY CONSTRUCT CALLED CULTURE
  14. 14. It’s the best work P&G have done in a generation that’s both brilliant creative and strategic work. It’s touching people because it’s very emotional and powerful, and insight driven. They’re having a cultural-level conversation about how we regard and treat women in the world, and how we want the next generation to regard and treat women; and it’s one that the brand is legitimate in having, and sadly pretty much needed in today’s world. CHRIS MCCARTHY Programme Manager THE ZOO @ GOOGLE “
  15. 15. But is this branded content and do consumer care? THE NEW COOL BRANDS AND THE RISE OF #SOCIALPURPOSE
  16. 16. cons than Consumers don’t want to make the world a better place.
  17. 17. WINNING HEARTS AND MINDS
  18. 18. THERE’S A GENERATION WHOSE WINDOW TO THE WORLD IS NO LONGER TV
  19. 19. SMALL SAMPLE OF BRANDED CONTENT & ENTERTAIMEMENT FROM BOBCM.NET
  20. 20. WHAT’S YOUR FAVOURITE?
  21. 21. THE BEST OF BRANDED CONTENT MARKETING Thank You @juzzie

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