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Анне Кирсипуу - Спонсорство 360° – новая эра кросс-платформенных медийных спонсорских проектов

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Анне Кирсипуу - Спонсорство 360° – новая эра кросс-платформенных медийных спонсорских проектов

  1. 1. Power Brands
  2. 2. Wheel of Value 360°-Optimisation of our brands Consumer Gambling Products Int’l (Lottery, Slots, Programme Bingo) Sales Live Format Shows Licenses The BrandPromotions Home Ents Online Online Mobile Interactive TV
  3. 3. Maximising revenues from TV Brands• TV properties offer fantastic marketing opportunites, especially when viewed as brands• There is much more than the 30 sec TV Spot• Production months ahead of broadcast and possible live events afterwards mean that X Factor activity, and that for other titles, can take place all year round• Besides classic on-air TV sponsorship, a 360 degree sponsorship package provides a much wider ROI• Partners have a chance to offer their customers exclusive benefits connected to the show • Entertainment is Emotion and Emotion drives the Customer to the store
  4. 4. • Series III: average of over 2,71 million viewers per episode & 19.5% market share (119% above STB prime time average).• Series III: peaked with 3.78 million viewers per episode & 29.4% market share.• Previous sponsors include Garnier Fructus & Lipton Tea.• Other CEE sponsors include Coca Cola, Pepsi, KFC, Unilever, Nivea, Orange, Sony Ericsson, VW Group, Peugeot, Volksbank & Raiffeisen Bank.
  5. 5. • Series II: Autumn 2011: Average audience of 2,63 million & an 18,5%. average share.• Series II: Peaked with 3,56 million viewers & a 22.9% audience share.• Previous sponsor was Lipton• Other CEE sponsors include Nokia, Orange, Vodafone, Coca Cola, Pepsi, Red Bull, Kraft, Unilever, Hyundai, Mini Cooper, Nissan, VW, Microsoft, H&M, Coty/Rimmel, L’Oreal & New Look
  6. 6. ON SCREEN Product placementAs well as products on the judges table…• Branded backstage areas for filming• Sponsorship of winner‘s prizes• Sponsored Home Viewer Competition• Sponsored voting
  7. 7. OFF-AIR – At the Castings …a captive audience of thousandsBrand awareness• Brand communicators• Leafletting• Free gifts „courtesy of…“• SMS data capture Product Sampling • Uniformed staff/promotional vehicles • Can be linked to on-pack promotions • Confectionary/soft drinks • Hair/body care • FMCGs
  8. 8. In-store branding• Stronger connection to the TV property.• Better awareness of the partnership, offers and competitions• Note: Cooperation of a retail partner required if sponsor does not have stores On-pack promotions • Strengthens the association between the two brands and raises awareness of the promotion. • Production times mean these deals are usually agreed many months ahead of the product being on shelf.
  9. 9. VIP Rehearsals Experience• The ultimate prize limited to very few.• Be the first members of the public to see the Finalists perform before the next show• Go behind the scenes in the studio and possibly even meet the finalists and judges VIP Live Show Experience …alongside tickets to the show itself • VIP guestlist – no queuing • Hospitality Suite • Refreshments before/after the show • Goody Bags • Possibility of limited talent „meet & greets“
  10. 10. Online PresenceBranding on official website• Clickable logos heading each page• Animated banners, flash panals and skyscrapers• „Skinned“ video player• Pre- & post-rolls on video content Content in sponsor‘s online ‚vertical‘ • Techniques/tutorials by experts • Introducing new products • Behind the scenes videos. • Clickable branding.Sponsor Microsites• Often used to run promotions.• User interaction popular & encouraged.• Used to bring consumers closer to the brand in a a fun and engaging way.
  11. 11. • Series 1: August – November 2011. Average market share of 8,4% viewers.• Average audience of 1,36 million viewers, 24% above STB prime time average.• Series 2 planned to return in Fall 2012.
  12. 12. FARMER WANTS A WIFE • Farmer Wants A Wife rates well across all demographics but is particularly successful with adults 15-49, with a female skew. • Very different from the Talent Shows and therefore needs to be approached in a different way. Brand Values: • Outdoors • Romance • Country & Town • Good Living • Rough edges, soft centre • Organic, Health Food • Active • Nostalgic
  13. 13. OFF SCREEN On Pack Promotion• On-pack brand partnerships are incredibly effective regarding real life entertainment.• The female skewed target audience can easily be reached through FMCG on-pack and in-store promotions • Competitions • Special offers• Brands need to be chosen carefully and to sit well with the nature of the show itself: • Bread/baked goods • Diary products • Fruit Juices • Organic produce • Health foods • Female skewed products • Low-fat soft drinks/confectionary
  14. 14. • Promotions can be linked to a licensing programme: • Publishing • Cookery Book • Magazine • Outdoor wear/Footwear • Cooking/baking utensils • Homewares • Board Game • CD
  15. 15. FME Brands in the Digital Space Successful on all platforms
  16. 16. Digital Brand Extensions• Designed & created to give viewers a richer format/brand engagement• Serving specific sponsor needs and delivering additional content• Presents different perspectives (eg: from fan/contestant/judge)• Different Concepts available
  17. 17. Mobile Applications & Communications
  18. 18. • A Great way to extend Sponsorships• YouTube auditions attracting additional talents & generating stories• FremantleMedia Content (eg: Talent Shows) are YT Hero´s
  19. 19. • Social Media Fantastic way to interact with fans, SC Guidelines available• Allows news ways of voting!• Branded Entertainment via a song performed by all contestants – exclusively available on sponsors website

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