Branded Entertainment

Chandradeep (CD) Mitra

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Why Brands have traditionally used Mass Media to reach Consumers

Enormous Reach
Assured Numbers Engaged Audiences Low Cost-per-contact

How Brands have traditionally used Mass Media to reach Consumers

Buy time or space in between content, place ad

Audience drawn by content, views ad as part of the content package Accepts ads, often reluctantly, as part of package deal to part subsidize content Operates on interruption/Intrusion model

The growing problem with the traditional Interruption Model

Increasing Media Clutter, Time Pressure, Shorter Attention Spans of Audiences Many more media choices -> Option of viewing other content during ad break Multiple technologies enable switching or skipping during ad breaks Growing impatience with ad breaks -> Ad Avoidance Phenomenon One way Communication -> Limited scope of engagement & relationship building Decreasing credibility of advertised brands

Communication Clutter and Information Overload

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A Permanent Power Shift has Occurred

Ads are beginning to harm content

* Channels to choose from = 400+ * Ad breaks per hour = 6 *Ads per break = 7

Total time spent on TV gone down from 107 minutes to 93 minutes

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Different Solution Options have emerged

Permission Marketing (DM/CRM/Relationship Marketing) Influential Marketing (PR/WOM/Buzz/Viral Marketing) Experiential Marketing (Event/Activation/Retail/BTL Marketing) Interactive Marketing (Digital/SEO/Social Media Marketing) & more

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How would Marketers like Marketing Communication to be like?

Communication that makes the audience come to it Communication that is believable

Communication that involves the audience

Communication that influences brand perception Communication that doesnt interrupt or intrude Communication to which audience is most receptive
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There could be yet another way to solve the problem

What if Brands could be part of media content, not ad breaks?

Branded Entertainment
A way through the clutter

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People will pay more to be entertained than educated -Johnny Carson

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It's what I would consider an entertainment-based vehicle that is complementary to a brand's through-the-line strategy that is funded by the brand That is created, produced and funded specifically for a brand, by a brand, for the purposes of communicating the brand strategy using the entertainment medium and owned by the brand in most cases.
- Chris Monaco
Ex-director of entertainment marketing for GoodLife Entertainment
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The brand influences the content of the content

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The Three Levels of Influence

Product Placement Passive non-invasive way to get a brand within some type of entertainment vehicle Brand Integration Cross promotion Borrowed equity Branded Content/Advertiser Funding Content funded and owned by the brand

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Product Placement

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Ipad

In the March 31, 2010, episode of the television series Modern Family the new Apple iPad was used as part of the storyline and also displayed several of the features to entice consumers

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Cross Promotion

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Reebok

Reebok promoted its new design via the film My name is Khan

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Borrowed Equity

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Chrysler

Pontiac G6s for 276 surprised audience members on The Oprah Winfrey Show helped draw attention to its brand new sport sedan

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Branded Content/ Advertiser Funding

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BMW

BMW created some exclusive web short films where the automobile was the main character

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When to use?
Deeper relationship with programme property beyond traditional media
Entertainment that is created would not have existed without the brand Gateway to consumer dialogue and engagement off-air and on multiple platforms social currency

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When to use?
The brand should fit naturally with the content, adding to the story in a relevant and tangible manner
A piece of entertainment will live of die based on its ability to forge a real emotional connect with the audience Play an important supporting role to traditional brand activity until such time as the cost versus effectiveness ratio of the traditional 30 spot has fallen below acceptable levels
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Branded events, branded viral teasers, branded video games, branded concerts, branded mobile content, branded music CDs and branded online content together form a 3600 branded content initiative

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Paheli & Tanishq

e.g. Paheli & Tanishq Mass media

TV, Outdoor, In-film

Specially created TVCs inc scenes of the film with Rani and SRK endorsing

Internal customers: Sales enhancement

Paheli & Tanishq

POS, Direct

Screening invites for employees Regionwise contests 130 designs launched Designs now called Paheli

Amol Palekar launched Tanishq collection in Delhi

Paheli collection and Tanishq booklets at outlets

Events/PR

The success factor

FIT
The degree of interest in the brand or product category The relevance of the content to the target audience The fit between the content and the brand

FOCUS

The degree to which the integration is engaging The degree to which attention is focused on the brand

FAME

The level of additional supporting activity (advertising or publicity)

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Guidelines
Editorial context Relevance in storyboard Level of involvement Visibility span Direct/indirect Reach Effect on bottom-line
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Some Other Examples

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Spinach

Popeye, who turns into a strong muscular man was specially created, keeping the kids as TA, for the Spinach Producers Chamber to encourage the consumption of spinach

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Bulgari

Bulgari launched its 1 million dollar jewel through a dark novel in which the jewel is the main character

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Prada

Prada produced the biggest blockbuster movie of 2006 with Merryl Streep as the leading actress
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Viagra

Tom Hanks produced a series for HBO where the leading actor had 3 wives and 7 children.

A series in which the co-producing brand was Viagra

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Pontiac

More than just a product placement. Chrysler created a 360-degree integrated marketing campaign around the movie and the debut of the Wrangler Rubicon Tomb Raider model
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Clorox

The challenge here was to talk to Latin women in the language that they understand best. So a soap opera for a clorox cleaning line was created
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Clorox-exclusive Sponsor Of Disney Online Web Series 'The Possibility Shop' W/Courtney Watkins

Fedex Cast Away

Fedex produced a 2hr spot that, without doubts, is the longest in history

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Hum Tum/TOI

Hum Tum movie cartoon strips in TOI became teaser for the film and invoked curiosity

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Amul

Shyam Benegals movie Manthan about the White Revolution in Gujarat tells the Amul Story
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Tiffany

The book, which was later turned into a film, Breakfast at Tiffany created a sensation which is remembered even today

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Axe

In Argentina, Axe had created a comic strip of 30 minutes that was aired on Fox

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Corona Typewriter

Corona typewriter appeared in the film The Lost World (1925)

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Absolut Vodka

Absolut Vodka utilized the theme of the soap, now movie, Sex and the City to feature itself
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Bajaj Pulsar

Pulsar MTV stunt mania is a reality show for a nation wide hunt for the ultimate stuntman

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Tag Heuer

Tag Heuer launched a new range of watch which was used in the film Don featuring the brands endorser SRK
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Wait! Isnt that sponsorship?

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Branded Entertainment
The advertiser plans the content idea and approaches the production house for content creation It is a part of marketing strategy

Sponsorship
The advertiser is approached for finance by the production house

It is a PR tool

The editorial context should match with brand identity and brand image

The focus is on eyeballs and ratings

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Branded Entertainment

Sponsorship

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The savviest consumers will soon Demand Entertainment in place of Advertising

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THANK YOU

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