This document discusses how brands are turning themselves into media companies by creating and distributing engaging content directly to consumers. It provides examples of how brands like Adidas, Prada, Volkswagen and others have created entertaining and experiential content like videos, games, web series and web TV channels. The goal is to attract and retain customers by informing and entertaining them, telling stories that create an emotional connection, and making the brand more visible beyond traditional advertising. This trend of content marketing allows brands to engage consumers as individuals rather than just as customers, and helps the brand become a publisher that people want to spend time with and share content from.

1. Web Marketing
Sylvie GEORGIADES
January / February / March 2014

2. Content Marketing

3. How Brands turn themselves into Media companies
• Today, traditional advertising shows its limitations
• Advertisers have understood it and have become content
creators
• Consumers look for brands that make sense, they have thirst
for core values
• Brands can market more effectively and build loyalty by
informing and entertaining customers
• The point is not inundating people any more with thousands of
commercial messages, but telling a story and offering an
experience

4. Adidas: the legend of Adi Dassler
http://www.youtube.com/watch?v=_IH5wLo2jto

5. How Brands turn themselves into Media companies
• To be more visible, draw attention and create preference,
brands have to go beyond a commercial relationship
• People are not only consumers, but also individuals: brands
have to create a relation with them as a person first, not as a
client
• The idea is to provide content for the benefit of the consumer,
rather than just selling something
• The new way:
– Engage people
– Make them invest time in brands
– Make them like, share, spread and connect

6. How Brands turn themselves into Media companies
• This trend is called Content Marketing
• Content marketing is not new, brands have been telling
stories to attract and retain customers for hundreds of years
• The difference is that today there are no more barriers for
brands to become publishers
• Content Acceptance
Brands don’t have to be the Wall Street Journal to have their
customers accept and engage in their content
• Talent
Today, writers and creators are ready to help brands produce
great content. They are less ashamed of working for non-
media brands
• Technology
Anyone can publish content on the web today for almost no
investment
Source : Joe Pulizzi / Content Marketing Institute

8. Telling a story: Advertainment
Combination form of Advertising and Entertainment
• Prada / A Therapy
http://www.youtube.com/watch?feature=player_embedded&v=-gl-
kaGumng#!
• Volkswagen / The Force
http://www.youtube.com/watch?v=R55e-uHQna0
• Philips Carrousel
http://www.youtube.com/watch?v=lQ3D4CqHbJM
• Cartier / L’odyssée
http://www.youtube.com/user/Cartier?v=yaBNjTtCxd4

9. Offering an experience
‘Now, we communicate less through image, more
through reality.
For a long time, thanks to Nike, we dreamt about
jumping as high as Michael Jordan.
Today, with Nike + Sports Kit, the idea is to enable
ordinary people to perform feats in real life by
measuring the distance of their walk or run.’
Dominique Delport,
CEO Havas Media
Gatorade – Replay
http://www.replaytheseries.com/
http://www.youtube.com/watch?v=fMI3kti0nrY
• Season 1: To replay a football match 15 years after, with the same players
and the same audience
• Season 2: Hockey / Season 3 : Basket Ball
• Internet users have taken over with the Replay League
Walkers / Sandwich
Remind people that Walkers crisps make any sandwich more exciting
https://www.youtube.com/watch?v=mru-aHqMgZ0

10. Brands encourage musicians
• Converse / «Rubber Tracks»
Recording studio created in Brooklyn, where local bands can
record their songs for free
• Levi’s / The Craft of Music
Music contest

12. Brands create radio stations

15. Advergaming
• A combination form of Advertising and Game
• For brands, another way to entertain people by creating
immersive universes
• But beware of creating a real entertainment!
Gamers are more and more demanding, Advergames have to
be more and more sophisticated
A bad gameplay can be disappointing and counter-productive

16. Advergames
• Magnum: Pleasure Hunt
http://pleasurehunt.mymagnum.com/?lc=fr_fr
http://www.youtube.com/watch?v=8w34GO2JaFM
http://pleasurehunt2.mymagnum.com/
• Coca Cola Zero Gaming Zone
• Oasis for iPhone: La Chuuuuute !
• Chupa Chups for Facebook: Chupa Chucker

18. https://www.youtube.com/watch?v=YAVVlX1yE-c
14 million live sessions played / 4 million users / 500,000 videos viewed...

19. Brands create their own webseries
• IKEA: Easy to Assemble
Trailer Saison 2 : http://www.youtube.com/watch?v=9g91iImULkY
• SONY : A Geek’s Guide To Get Girls
http://www.youtube.com/watch?v=Y71a3wVYClg
• BNP PARIBAS : Mes Colocs
• BOUYGUES : Les Dumas

23. Brands launch Web TVs
Web television channels allow brands to:
• Engage people outside and inside the company
• Share and spread messages
• Evolve
– Take new user behavior into account
– Accompany change and innovation
• Organize the audiovisual heritage of the company
• Develop performance indicators

24. Renault TV
• March 2009: Launch of renault.tv on the web
– 50 million Unique Visitors per year
– Average visit time 15 minutes
• January 2010: Launch of Renault TV channel
– Available on CanalSat, Free and Alice for France, Sky for
the UK

28. Thank you for your attention!
sylvie.georgiades@neuf.fr