The document discusses the importance of transmedia branded entertainment as a new marketing strategy, highlighting its potential to engage consumers through multiple media platforms. It emphasizes the success of the TV series 'Lost' as a prime example of effective transmedia storytelling that increases viewer engagement and brand connection. By integrating brand messaging into entertaining content, advertisers can target consumers more efficiently, fostering greater emotional appeal and connection.

1. Move from Delivering Advertising Impressions
to Consumer Connections
Profiting from Transmedia Branded Entertainment
Evergreen Branded Media

2. THIS PRESENTATION WILL COVER...
- What is Transmedia Branded Entertainment and
why brands should include it into their annual
marketing mix?
* TV series LOST is used throughout as a
successful example of what is possible when a
story is expanded through Transmedia activation

3. A Major Marketing Disruption

4. Entertainment is one of the most
talked about and shared social
media activity globally
• 30 billion – Pieces of content (comments,
votes, photos, etc.) shared on Facebook per
month.
• 34 Billion - number of monthly video
streams (USA)
• 152 million – The number of blogs on the
Internet
• 25 billion – Number of sent tweets on
Twitter in 2010
• 100 million – New accounts added on
Twitter in 2010
• 175 million – People on Twitter as of
September 2010
• 39 million – People following lady Gaga on
facebook and Twitter.
• 250 million – New people on Facebook in
2010. Now 600 million
• 70% – Share of Facebook’s user base located
outside the USA.
• 20 million – The number of Facebook apps
installed each day.

5. Video Snacking is Now an all Day Media Habit
TV Print Outdoor Radio Online / Mobile
Morning Journey to
7:00 AM Breakfast Paper Morning Email /Video
Work
News Show Social/News
9:00 AM
Search/Blogs
11:00 AM
Paper
Lunch Drive Time
Magazines Video
1:00 PM Snacking
3:00 PM
Search/Blogs
5:00 PM Journey Drive
Leisure Home Time
Magazines
7:00 PM
News
Out to
Dinner Multitasking
Sports
9:00 PM (TV, Video, Social, Mail,
Entertainment Blogs, Podcasts)
11:00 PM
Reaching Consumers Throughout Their Media Day

6. The result is a big
opportunity for brands to
partner with content
creators to create
TRANSMEDIA BRANDED
ENTERTAINMENT
content that consumers
choose to engage with and
share with their friends
across multiple platforms

7. What is Transmedia?
“Transmedia is storytelling across
multiple forms of media with each
element making distinctive contributions
to a viewer/user/player's understanding
of the story world. By using different
media formats, it creates "entry-points"
through which consumers can become
immersed in a story world”. Henry Jenkins
Social Mobile
Gaming
TV Show Media Apps
Web Series
Print Music
UGC
DL
Storytelling with new tools

8. Integrating brand messaging into digital short-form content:
Entertain first, advertise second… it’s all about a quality storytelling experience. Brands have
the opportunity to ORGANICALLY integrate their messaging across multiple dimensions of a story or reality
format. Viewers should feel rewarded for their selection, attention and advocacy.
Brand as Brand as
Scenery Story
Brand as Brand as
Conversation Character
Brand as
Utility

9. Design Transmedia content
for the 1% heavy users
In most online communities, 90% of
users are lurkers who never
contribute, 9% of users contribute
a little, and 1% of users account for
almost all the action. Give
immersed users a platform
to entertain the lurkers

10. Brands can organically integrate messaging into a variety of
consumer video viewing needs
Helpful video Entertaining video
Let me
Provide me with
Connect me Help me find experience Give me a
utility and
to community cool stuff something new chance to win
convenience
Help me fit Let me Let me
Show me how Make me smile,
your product experience express
it works laugh or cry
into my life something new myself
Brand / Consumer Video Engagement Opportunities

11. Advertisers can use Transmedia Branded Entertainment to
better Target & Engage new profitable consumer segments
(at a lower cost)
Teen girls Women 21 +
interested in into yoga
art Men 18+
Sports
Teen boys who geeks
Traditional Media
play Lacrosse New Brides 22+
Primary Brand
Proposition
Secondary / Tertiary
Brand Proposition
Unlimited Digital Media Shelf Space
TransMedia: The Long Tail Of Brand Image

12. Transmedia Activation Drives Significant Consumer
Engagement (ratings)
CPR Nielsen
Rank Rank
Lost: 2 34
Gossip Girl: 14 125
(Originally a Web Series)
Chuck: 25 57
(Subway Brand sponsorship)
CPR: Content Power Rating - combines TV and
online social media metrics to measure full consumer
engagement (Optimedia / Nielsen USA 2010)

13. Brand Advertisers benefit from Transmedia Branded Entertainment because
consumers CHOOSE to ENGAGE with and SHARE the content across
multiple platforms, leading to more time spent with Brand messaging.
Share of Share of
Time Mind
Share of
= Share of MARKET
Conversation
iLost. 4 8 15 16 23 42

14. Transmedia: A Win Win Win Result
Brand Advertisers:
- ENTERTAIN TO ENGAGE: Brand message integration into entertainment based
content creates stronger emotional appeal and connection with consumers
- Stays connected with consumers throughout their media day
Consumers:
- More interesting content that is targeted to their tastes / lifestyle and how they consume
media
- More FREE content to engage with and share with their friends
Content Creators:
- New revenue streams

15. Scott Hicks - Partner
scott@evergreenbrandedmedia.com
Office: 503-224-4087
Cell: 503-702-0759
2580 NW Upshur Street
Portland, OR 97210