Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
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The document provides a brief history of branded content from event/TV show sponsorship (BC 1.0), to product placement (BC 2.0), to content creation (BC 3.0). It then discusses what the next phase (BC 4.0) could entail, describing how a brand becomes "alive" through the energy and engagement of its community/fans. It uses Coke Studio in India and Pakistan as an example of a brand that has become "BrandALIVE" through various online and offline community-building initiatives.
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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
- 2. A very brief history of Branded Content BC 1.0 – Event/TV show Sponsorship BC 2.0 – Product Placement • Guru – Hero Cycles, Bobby – Rajdoot Motorcycle, Black Eyed Peas ‘I’ve Got A Feeling’ – Nokia BC 3.0 – Content Creation • Coke Studio, Dewarists, Hero Roadies BC 4.0 – Next is what?
- 3. A brand is merely a brand, an inanimate object, until enough people care about it
- 4. Once enough people care, they congregate & form a community around the brand
- 5. The confluence of the congregation creates an energy field around the brand
- 6. The energy field then reaches a critical mass, and as an organic force of nature, breathes life into the brand
- 7. It is at this point that the brand develops a heartbeat and becomes a living, breathing entity
- 8. This phenomena is known as…
- 9. The heart & soul of the brand is a a collective reflection of the community of people that give it life.
- 10. The brand belongs to them and its future is now in their hands
- 11. The Role of Marketers now becomes to facilitate the interaction between the brand & the community to which it belongs
- 12. ! ! Branded Content 4.0! Co-Created Content!
- 14. • And the vehicle by which the brand gets around is called….
- 15. To Live Brand experience Stores Exclusive Outlets Website Blog
- 16. To Play Events Roadshows Branded TV show
- 18. To Learn & Grow Consumer-fueled Innovations Customization Options Consumer- generated brand decisions
- 20. Is Coke Studio BrandALIVE?!
- 21. 2008 2011 2007
- 22. Coke Studio is BrandALIVE! • In Pakistan, the show airs on over 23 channels • Time magazine once called it “one of the 10 best things to happen to Pakistan” • 39.3 million youth were reached via the TV show in India • More than 4 Million radio listeners across 29 cities in India • 700,000 Facebook fans in India & 1 million+ in Pakistan and counting • 75,000 subscribers & 50 Million+ views on YouTube collectively • India website garnered 100,000 visitors in 3 weeks • More than 10 million Mobile downloads thru BluFi • 16 Live concerts took place across India to reach & engage directly with over 10,000 fans • CD album sets in India went platinum within weeks • Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
- 23. Platinum Rules of Engagement! § Be relevant! § Generate attraction! § Be transparent / generate trust! § Be authentic! § Invite interaction! § Allow customers to share control! § Celebrate aesthetics!