How to engage the consumers? Cross media formats - Andrew Piller, Fremantlemedia UK
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Prezentacja Andrew Pillera z Fremantlemedia UK wygłoszona 22 września 2011 r. podczas Filmteractive Festival w Łodzi.
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How to engage the consumers? Cross media formats - Andrew Piller, Fremantlemedia UK
- 2. A global leader One of the world‟s largest creators of entertainment brands Includes „Idols‟, „Got Talent‟, „The X Factor‟ and „Hole In The Wall‟ Global production network Production offices in Europe, the Americas, and Asia Global distributor of finished programmes Direct distribution to over 160 broadcast and cable clients Dedicated international brand management team Central co-ordination of all productions and related activities Worldwide ancillary exploitation operations Integrated agencies for off-screen, interactive & traditional ancillary rights
- 3. A market pioneer FremantleMedia Production Office FremantleMedia Licensing Programmes distributed to more than 150 different market Production operations in nearly 25 countries worldwide Our shows are constantly rated number one in over 40 countries 10,000 hours of original programming produced every year
- 4. Global Brands Primetime inspiring entertainment & events
- 5. Inspiring entertainment Reality & „zeitgeist‟ shows
- 9. What is a global brand? story that is scaleable, A format is a transferable and repeatable.
- 10. How we roll out our formats “Got Talent” is locally produced in 44 territories Format Sales Tape Sales
- 11. Points of Consumer Engagement Web/Online Live Events Sponsorship Apparel TV Confectionary Format Telephony Dress Up Promotions Toys & Games Mobile Publishing
- 12. Who is Fremantle Media‟s new media production division ? Experts in using content to drive deep audience engagement
- 13. Digital Shows
- 15. We develop content in 3 ways: 1. Blue sky development and then securing eyeballs 2. Respond to briefs with bespoke content 3. Engage in partnerships for co-development
- 16. e sky development and then securing eyeballs
- 17. 1. TV ON THE WEB linear episodic content - 2 2. NON-LINEAR PROFILE episodes per week CONTENT On web cam, flip cam, mobile cam that gets us deeper into the story (on characters‟own profile pages etc.) 3. INTERACTIVITY - getting involved in the creative 4 LAYERS OF CONTENT process - interacting with the characters 4. ACTIVATION - Creating community around contnent - Moving the Freak community to a branded microsite
- 18. Success Metrics Views (Reach and Frequency) Over 1.5 million views Community: Core loyal audience of 70k 10k friends Engagement and interactivity: 10k music uploads 1.2K comments 155K views of character profiles Content awards Rocky Award (Banff international festival) for best original online entertainment experience Nominated for a digital Emmy award Webi Award Honor Marketing Awards Tampax “My Weekend, My Way” activation via Freak was short-listed by Marketing Week for Campaign of the Year and was also short-listed by P&G internally as the P&G Global Campaign of the Year Marketing ROI (Tampax Freak activation achieved for Tampax as measured by Starcom): Ad Awareness increase of +25% Brand Consideration increase of 7% Brand Preference Increase of 10% Message Association increase of 25%
- 19. Timeline of Activities 1. Developed concept 2. Produced pilot 3. Partnered with Myspace to provide media 4. Sold sponsorship solution activation packages to brands (Tampax, Redbull, PlayStation)
- 20. 2. Respond to briefs with bespoke content
- 21. Marketing Problem Buick wanted to reinvent itself and become more relevant in the eyes of its consumers Content Solution Re:discover: Profile cities which - like Buick - have been around for +100 years, but rediscover them in a new way How? Get local participants, serving as tour guides on a 12 city tour with stops in a series of US cities, with Buick cars enabling the participants to get from A to B
- 22. Timeline of Activities 2. Took the 3. $3million deal 1. Received a marketing problem - $1million = production brief from and marketing - $2 millions = media spend Buick and insight and built up a (MSN guaranteeing eyeballs MSN creative series through a home page takeover)
- 23. 3. Engage in partnerships for co-development LIFE PEOPLE FOOD
- 24. is THE CREW BEN EBBRELL (the chef) BARRY TAYLOR (the creative)
- 25. a young team with a passion for food Ben - Chef Barry - Creator Crew
- 26. is INTERACTIVE 36 000+ Subscribers 2.5 million + views in six months SORTEDFOOD.COM Over 200 000+ page views 35 000+ unique visitors 3000+ fans in six months 900+ followers
- 28. "we are straight talking, honest and deliver with attitude" Books
- 29. Next Steps 1. Partner with a 2. Find a media 3. Add a story layer brand to take the solution that to the recipe series, Sorted recipe series compliments the produce a pilot and to the next level creative solution find a TV partner
- 30. How Can I get involved?
- 31. DEVELOPMENT GREENLIGHT BRIEF TO LIVE WORK PACKAGE • Brand / Client presents • Develop 3-5 creative brand challenge / directions proposition • Through a series of iterations, working with the client, we determine the creative direction 2-3 weeks 4-6 weeks 2-3 months