The document outlines the evolution of branded content from event sponsorship and product placement to co-created content that fosters community engagement. It emphasizes the importance of brands becoming living entities through consumer involvement, as illustrated by initiatives like Coke Studio, which has achieved significant reach and engagement in Pakistan and India. Key principles for effective branded content include relevance, transparency, authenticity, and inviting consumer interaction.

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

17. To Mingle
Social Media
App
Gaming
Loyalty/
Ambassador/CRM
programs

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!

24. But most importantly…!