Digital Hollywood panel presentation

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My presentation on brand entertainment at Digital Hollywood. Wednesday, October 21, 2009 Room # 731 Hollywood Content Summit" Session 10 TV Track - Academy of Television Arts and Sciences Mini-Summit: Next TV and Beyond 2:00 PM - 3:30PM The Return of the Sponsor: Programming and Brand Integration Danila Koverman, Director of Development, Break.com David Norton, VP Brand Integration, LadderUp Media Mark Vega, Of Counsel, Luce Forward Ryan Stoner, Director of Strategy, Omelet Peter Yared, CEO, Transpond Brian Seth Hurst, The Opportunity Management Company, Moderator Presented by the Academy of Television Arts & Sciences

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As managers acquire experience some of what they had utilized with regards to their managerial styles change (Bauer and Erdogan, 2015). For this week, after reading the article on what makes a great manager by Buckingham as cited in HBR (2011) as well as viewing the video that is located under Media and adding other professional resources that you have read, discuss your personal experiences with either how you have seen a manager alter his/her style as time went by or your own personal experience with it. The discussion post this week should address two items: 1. Share examples of what you have learned about managing so that the optimum performance, as well as motivation from a team, has been the results. Take into consideration the article from the last discussion by Walker as cited in HBR (2011) with regards to novice managers and compare the two author's ideas about management styles. You may also refer to the other readings and video selections provided in the course if that is a better fit for your work and helps you to build out your research paper. 2. Additionally, please research for the upcoming research papers and share two sources in your discussion thread that speaks to your topic area. You may use a selection from our coursework or a new source. Please share a comment about how your topic area is relevant to managing and leading others or your approach to the research paper, and why this is an important topic to you. Reference Bauer, T. & Erdogan, B. (2015). Organizational behavior V2.0. Washington, DC: Flat World. Harvard Business Review. (2011). HBR's 10 must reads: On managing people. Boston, MA: Harvard Business Review Press. Audi and the Audi Cup case In the ‘Audi and the Audi Cup’ case, select one of the key stakeholders and develop a new brand concept which leverages a sponsorship asset which has not featured prominently in recent activations. When developing this concept, explain: i. Why have you chosen this sponsorship asset? ii. How will this asset compliment or help achieve key objectives for Audi? iii. How can you make this activation scalable (i.e. Increase in size, reach) without significantly increasing the budget? iv. What KPI’s could be used in order to measure the success of this activation? v. Name two Critical Success Factors that will influence the outcome or success of this activation for the stakeholder you have chosen. Guidance to answering Activity When developing concepts for sponsorship activation for a brand (sponsor) there is a tendency to start with an ‘idea’. Perhaps you will have an idea which is creative and different to other activation ideas that have not been used by this particular brand or partner (i.e. football club or cycling team). This does not always lead to the best fit ot address the marketing or business objectives of the sponsor. When assessing the suitability and strength of concepts for sponsors, there are a number of .

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Digital Hollywood panel presentation

1. Creating Marketing Formats The Return of the Sponsor: Programming and Brand Integration

2. Omelet works with brands, advertisers and content creators to create new media marketing formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities. The Return of the Sponsor: Programming and Brand Integration

3. A marketing format is a unique creative solution comprised of strategic, yet entertaining content— original programming, ancillary content, corresponding advertising, social media, games or unique media. The Return of the Sponsor: Programming and Brand Integration

4. IDEA DISTRIBUTION + The Return of the Sponsor: Programming and Brand Integration

5. Begin with the audience and strategy first. Work to create a strategic framework to address client’s business needs and then determine the appropriate “media” to execute that vision. The Return of the Sponsor: Programming and Brand Integration

7. Develop a creative brief

8. Make the audience an accompliceThe Return of the Sponsor: Programming and Brand Integration

9. Begin with the audience and strategy first. Work to create a strategic framework to address client’s business needs and then determine the appropriate “media” to execute that vision. The Return of the Sponsor: Programming and Brand Integration

10. 10/23/09 8 10/23/09

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12. Hip Hop Influence 30

13. Then ground the idea with a brand. AND find the right distribution partner for your audience. Distribution justifies the brand expenditure and gives you the freedom to entertain. The Return of the Sponsor: Programming and Brand Integration

14. Brainstorm The Show The Return of the Sponsor: Programming and Brand Integration

15. Video Analytics Views by Publisher Total Video Views Total views as of Oct. 16th: 1,675,943 Growth since last week: 8% The Return of the Sponsor: Programming and Brand Integration

16. Friends / Fans Total Fans / Friends as of Oct. 16th: 1,640 Growth since last week: 4% Growth since Sept. 4th: 253% The Return of the Sponsor: Programming and Brand Integration

17. RockShanz Exposure as of Oct. 2nd: 6,238 impressions Growth since last week: -80% Growth since Sept. 3rd: -55% Followers as of Oct. 2nd: 1080 Growth since last week: 6% Growth since Sept. 3rd: 83% Reach as of Oct. 2nd: 3,969 people via 13 tweets Growth since last week: -74% Growth since Sept. 3rd: 500% The Return of the Sponsor: Programming and Brand Integration

18. Lastly, remember that great content ideas don’t fit nicely into any specific medium. That is why we are in the business of giving viewers something unexpected and engaging. The Return of the Sponsor: Programming and Brand Integration

19. But most importantly remember that all marketers aspire for their brands to be selected by the consumer for their own personal enjoyment. The Return of the Sponsor: Programming and Brand Integration

20. Thank You Ryan.Stoner@omeletla.com (213) 427-6400 The Return of the Sponsor: Programming and Brand Integration

Editor's Notes

Digital Hollywood PanelOctober21st, 2009, Ryan Stoner, Director of Strategy Omelet
We develop brand integration strategies for brands and products by harnessing cultural and consumer insights to engage in collaborative experiences that can re-invigorate brands or products.
Marketing Formats blend entertainment and strategic marketing, creating an opportunity to interact with viewers in new ways.
Marketing Formats blend entertainment and strategic marketing, creating an opportunity to interact with viewers in new ways.
Great advertising and relationships start with a clear vision that can provide mutual understanding, anticipated success and a jumping off point for big ideas
Strategy’s role is to create the strategic framework to create the jumping off point and innovate with new ideas. I also believe media is a strategic weapon. Using the right media outlet for a marketing format can make the difference between failure and success. It is not about being media neutral or idea leads the medium, but packaging media into the format. What real insights do we have about the people we are talking to?Not demographics, or meaningless clustersWould the audience recognize themselves? Think mindset, but remember emotions as well as rationale Hopes, fears, loves, hates, wants, needsPersonality traits, lifestyles, valuesWhat really makes them tick?Be specific, avoid bland generalizationsHow does all of this affect their relationship with the brand/ product and its market?
But remember a couple of things…. consumers rarely go out of their way to hunt down a brand message and the idea will change when brands become involved. Consumers are smarter than you think, so your brand integrations must be genuine. Provide meaning versus visibility in all integrations. If it doesn’t make sense---PUSH BACK!
http://www.dailymotion.com/video/xaiurf_brainstorm-trailer_shortfilmshttp://www.brainstormtheshow.com/
Appeal to things we all share as human beings. Make your idea dynamic and make your audience a part of the conversation.
Position your brand within the lifestyle of individual consumers and move away from a world of impressions into a world of brand conversations.
Call me and I’ll make you famous, rich or all of the above. -- Ryan Stoner

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