Using some of my old NFL work to present to some Unilever brands ideas about branded content.

1. Creating value for
the community
1
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2. The Furrow
John Deere and its customer magazine The Furrow is given credit for the first content
marketing initiative. Teaching farmers about the latest technologies since 1895.
CREATING VALUE FOR
THE COMMUNITY 2
Source: Content Marketing: Think Like a Publisher
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3. Are we where consumers are?
Share of average time spent per day with select media by US adults vs. US Ad spending
share, 2010
TIME SPENT PER SHARE
42.9% 25.2% 15.6% 8.1% 4.9% 3.3%
AD SPENDING SHARE
42.7% 18.7% 11.0% 16.5% 10.6%
CREATING VALUE FOR
THE COMMUNITY
0.5%
TV INTERNET RADIO MOBILE NEWSPAPERS MAGAZINES
Source: eMarketer, March 2011 (126338)
3
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4. Cost, Results. Value.
NFL product banner campaigns NFL on Facebook
*77% of people don’t click on banner ads on news media sites. Converting the fans you
already have by turning typical product focused banner campaigns into contextually
CREATING VALUE FOR
THE COMMUNITY 4
*Source: Pew Pew: Online News Users
Don’t Want To Pay — Or Look At Ads
relevant content.
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5. Our reach is now through content
Marketing mission – to reach more people in more places,
more often with brilliant brands and brand experiences
that improve their lives…
• What types of content fit our brand? How do we create it? How do we
make it contextually relevant?
Create content that is informative, valuable, and compelling that it
positively affects the lives of our customers.
• Ultimately the community (your customers) will help us determine what
the subjects and characteristics of the content will be.
• The advancements of how to publish and consume content have
changed everything. The intersection of mobile and content is yet to
happen, but will have the biggest impact.
CREATING VALUE FOR
THE COMMUNITY 5
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6. The challenges with creating content
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
43.0% 73.6% 73.0% 39.2% 18.9% 12.8% 36.5%
FINDING HIGH
QUALITY
CONTENT
CREATING VALUE FOR
THE COMMUNITY
Source: 2011 survey by HiveFire
6
CREATING
ORIGINAL
CONTENT
HAVING THE TIME
TO DO IT
ALLOCATING
STAFF TO DO IT
SECURING
SENIOR-LEVEL
BUY IN TO
IMPLEMENT IT
UNDERSTANDING
HOW IT FITS INTO
OVERALL
MARKETING
STRATEGY
DIFFICULTY
MEASURING
RESULTS
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7. Content ideas to explore
Emotion Competition Education
Utility Storytelling Reward
Event Niche Crowdsourcing
CREATING VALUE FOR
THE COMMUNITY 7
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8. The NFL
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9. NFL.com: Some context
The ever evolving digital landscape
2004 2006 2007 2013 2015
CREATING VALUE FOR
THE COMMUNITY
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Why do fans go to NFL.com?
Team News, Fantasy, Video &
Articles, Research, Scores,
Schedules, Stats, Events, etc.
What the NFL wants them to do
when they get there.
Build community, buy (partner)
products, serve ads and
sponsorships, support league
initiatives and events, etc.
Digital (IP) TV
Mobile set to
surpass desktop
Stats
120+ million page views, 8
million visits, and 3 million
unique visitors (monthly)
Fandom
Fans love their NFL team.
Most fans are repeat visitors
and are more than willing
to participate with with the
content that has their
team’s colors.
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10. Create an outlet for emotion
Fan War Rooms on NFL.com
CREATING VALUE FOR
THE COMMUNITY
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• Capture the conversation
early from fans about their
teams predictions, mood
and confidence level for
the Draft.
• Use fan rivalry to create a
community.
• Extend the Draft
sponsorship platform.
• Create new fan opinion
based data points.
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11. Competition sparks conversation
NFL.com Game Center - Predict
CREATING VALUE FOR
THE COMMUNITY
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• Capitalize on the 70 +
million game day fans to
create a new weekly
social feature to engage
fans.
• Excite fans with
competitive player match-ups
to create opportunities
for conversation.
• Create new fan opinion
based data points that
can be used in editorial
content.
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12. Quick ideas
Ready for a Challenge?
• Some dieters would enjoy the challenge of competing against
each other or other members of the community that sign up.
• Create predefined heckles and allow fans to create their own
challenges.
• The overall experience is friendly and fun, with a goal of getting
friends involved to cheer you on and support your diet plan.
The Motivator Mobile App
• Set an alarm during snack time on your phone as a
reminder to stick with healthy foods.
• Panic button mode. Press for emergency. Play inspiring
pre-recorded messages quotes or music to get you
through insatiable cravings. Could also have a shame
mode that alerts your friends on Facebook that you
gave in to your cravings.
CREATING VALUE FOR
THE COMMUNITY
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13. Educate through demonstration
NFL Combine - Understanding workouts
CREATING VALUE FOR
THE COMMUNITY
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• One of the lower
supported events in the
off- season. But one of the
most owned in terms of
digital/broadcast rights.
• Only expert fans fully
understand the
importance of the event.
• Digital strategy is geared
around education.
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14. Entertain and provide utility
NFL Fantasy Live
CREATING VALUE FOR
THE COMMUNITY
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• Fantasy football is hugely
popular game for NFL fans,
and is seen as a big
growth area for key
demographics. We built a
new game and platform
to integrate into the
content channels on
NFL.com and the NFL
Network.
• Create a TV show about
Fantasy football. Make it
feel more like web based
TV versus cable TV.
• Combine utility content
with live TV programming.
React in real-time (in your
Fantasy game) to watch
you’ve learned.
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15. Quick idea
Education - Food Focus
• Focus on stories behind the 500-calorie balanced meal, or the
real fruit and chocolate that’s used in the shakes and bars.
Interview the chefs, learn about the ingredients, and ask fans to
submit their own recipes and ideas.
• Encourage the creation, rating and sharing of recipes (Video).
• Be where dieters need you to be. Shopping lists, restaurants,
CREATING VALUE FOR
THE COMMUNITY
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gym, etc.
Slim-Fast News
• Create a short-form web only news show that offers a
commentary on subjects closest to dieters needs.
Latest fitness techniques, interview dieters and follow
their progress over the course of the plan. It’s socially
driven so use technologies like Skype and twitter for
audience participation.
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16. • Niche blog supporting the story of five players
who are going through Training Camp with the
hopes of securing a place on the final roster of
an NFL team.
• Players were accessible and had to publish
content (Flip- Cams, Twitter, etc.).
• Supported by an editorial team (Web & TV).
CREATING VALUE FOR
THE COMMUNITY
NFL - The Fringe
16
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17. A separate channel for storytelling
On the Fringe blog
CREATING VALUE FOR
THE COMMUNITY
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18. CREATING VALUE FOR
THE COMMUNITY 18
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19. Real stories with rich features
Player bio page & engage feature
CREATING VALUE FOR
THE COMMUNITY
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20. • Create a new platform for the NFL - The Season
web and TV series. The show had a documentary
style that focused on broader aspects of the
game. A new episode was created each week
for the regular season.
• Use illustration and art as a memorable and
shareable artifact for fans.
• SAP are the primary sponsor. Go beyond banners.
Create something unique, memorable and
shareable.
CREATING VALUE FOR
THE COMMUNITY
NFL - The Season
20
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21. Unique and shareable for fans
Week 15 Week 12
CREATING VALUE FOR
THE COMMUNITY
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22. The full publishing & promotion workflow
Week 8 Week 6
CREATING VALUE FOR
THE COMMUNITY
Editorial promotion
22
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23. NFL - Schedule Release
• A couple of weeks prior to the Draft the official
NFL schedule for the upcoming season is
released. The dates vary each year and is always
a big question for fans. The league wanted to
find a way to turn this opportunity into a calendar
event.
• Another opportunity for conversation that led to
new sponsorship opportunities.
• Secondary content includes: editorial content,
travel options and facts about prior games.
CREATING VALUE FOR
THE COMMUNITY
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24. Create an event
NFL.com Homepage promotion
CREATING VALUE FOR
THE COMMUNITY
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25. Work across content channels
Schedule application
CREATING VALUE FOR
THE COMMUNITY
Live Video
Editorial Content
25
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26. Quick ideas
Fast Path to Slim
• Follow five dieters throughout the duration of their 3•2•1 plan. Arm them with
Cameras, Twitter and Facebook accounts and aggregate the content in one
niche blog. Not unlike a reality TV show we can script a compelling storyline with
drama, humor and emotion. Our audience should see some of themselves in
our five dieters.
Reward
• You do it. Slim-Fast has helped you get in shape. We want you to remember this
accomplishment with something special (Art, graphics, badges etc.) so you can
remember the moment, and share with your friends.
The Get Ready for Summer Event
• Promote a specific day in the calendar as the beginning of your diet to get
ready for summer. We’ll make it easier with content, tools and incentives to
promote the event. Create stories about key personalities and their challenge
with getting ready for specific events in the summer.
CREATING VALUE FOR
THE COMMUNITY
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27. Next Steps
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28. Process info goes here
Understanding your content architecture and inventory.
Who creates and approved the various types of content.
CREATING VALUE FOR
THE COMMUNITY
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Which content is successful?
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29. Other Examples
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30. Reaching a niche audience
CREATING VALUE FOR
THE COMMUNITY
Freddie Wong
The hero adolescent boys have been waiting for
Profile
Is an American filmmaker, musician, VFX technician and e-Sports player. He
maintains two popular YouTube channels, "freddiew" and "freddiew2"
Big Break
At 21 wins the Guitar Hero II at the World Series of Video Games.
Followers
YouTube - 3,110, 164 (Tenth most viewed channel on)
Facebook - 508, 771
Twitter - 194, 300
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31. Flower Warfare - Psychedelic Action Scene
9, 330, 018 Views
CREATING VALUE FOR
THE COMMUNITY 31
Source: http://youtube/031Dshcnso4
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32. Flower Warfare - Psychedelic Action Scene
9, 330, 018 Views
CREATING VALUE FOR
THE COMMUNITY 31
Source: http://youtube/031Dshcnso4
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33. Creating content from content
1, 067, 254 Views
CREATING VALUE FOR
THE COMMUNITY
32 Source: http://youtu.be/4cHKg85mSbc
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34. Sponsor integration
CREATING VALUE FOR
THE COMMUNITY 33
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35. Crowdsourced content
CREATING VALUE FOR
THE COMMUNITY
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Lego.Cuusoo.com
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36. Clever, utility and related to product
SitorSquat.com
CREATING VALUE FOR
THE COMMUNITY
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• One of the lower
supported events in the
off- season. But one of the
most owned in terms of
digital/broadcast rights.
• Only expert fans fully
understand the
importance of the event.
• Digital strategy is geared
around education.
Tuesday, May 8, 12