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http://brandedentertainmentonline.de/Branded Entertainment Online - kurz: BEO - ist die News- und Austauschplattform zu den Themen Product Placement und Branded Entertainment in Deutschland. Ziel von BEO ist es, den Informationsaustausch zwischen den Marktteilnehmern zu fördern.Die UFA brand communication, @radical.media und HMR International veranstalten in der Bertelmann-Repräsentanz in Berlin vom 23.01.-24.01.2012 einen Workshop zum Thema Branded Entertainment. Das Ziel dieses Workshops ist es, zentrale Begrifflichkeit zu definieren, einzigartige Wirkungsweisen des Kommunikationsinstrumentes aufzuzeigen, sowie die Anknüpfungspunkte für Marken, Vermarkter, Medienproduzenten und Medien aufzuzeigen.Der Workshop wird hochkarätig besetzt sein: Gregor Gründgens, Director Brand and Marketing Communications, Vodafone, Düsseldorf, Evan Schechtman, CTO, @radical.media Inc., New York, Ariane Gut, Global Brand Research Director, FremantleMedia, New York, Wolf Bauer, Vorsitzender der Geschäftsführung, UFA Film & TV Produktion GmbH, Potsdam, Marcel Loko, Geschäftsführer & Gründer, Zum Goldenen Hirschen GmbH, Hamburg, Ivo Hoevel, Senior Vice President Marketing, Sky, Unterföhring, Markus Großweischede, Marketing Director, Hasbro Deutschland GmbH, Dreieich, Sabine Eckhardt, Vorsitzende der Geschäftsführung, SevenOne AdFactory GmbH, Unterföhring Lars-Eric Mann, Verkaufsdirektor, IP Solutions, IP Deutschland GmbH, Köln u.v.m.Ort: Bertelsmann Repräsentanz, Unter den Linden 1, 10117 BerlinTermin: 23. Januar 2012, 19.30 - 21.30 Uhr - Cocktail mit Lesung 24. Januar 2012, 10.00 - 17.00 Uhr - Workshop-EventDas gesamte Programm finden Sie hier.
Citation preview
Branded Entertainment: An Independent Production Company Viewpoint
OUTLINE
1. Who are Pulse
2. Pulse Films and Branded Entertainment
3. Branded entertainment case studies Live and Lost with Blackberry Professor Green (Puma)
4. Challenges and opportunities 5. Brief video montage
WHO ARE PULSE Overview
Pulse is a talent management and production company based in London and New York We have four principal divisions:
• Music • TV • Advertising • Film
Divisions are integrated – our directors are encouraged to work across multiple divisions
WHO ARE PULSE Music
Music Videos Coldplay, Jessie J, Chase & Status, Mumford and Sons, Laura Marling
Long Form Music
Take That – “Look Back Don’t Stare”
• 5 million viewers on ITV1 Blur – “No distance left to Run”
• Nominated for 2009 Grammy
Bjork – Upcoming 60 minute program on Channel 4
WHO ARE PULSE Television
“Pineapple Dance Studio” (2010 Sky) “Louis Spence’s Showbusiness” (2010/11 Sky) “A Different Breed” (2011 Sky) “Live and Lost with Blackberry” (2011, C4) “Professor Green” (2011, C4)
WHO ARE PULSE Advertising
TV Commercials – Kronenbourg, Nokia, Lexus Integrated Campaigns – Reebok, Island Records Digital/Interactive – MySpace, Skype Virals – RBS, Nokia Feature Documentary – Red Bull
WHO ARE PULSE Films
Who is Dayani Cristal (2012, Gael Garcia Bernal)
Shut up and Play the Hits (2012, premiering at Sundance
PULSE AND BRANDED ENTERTAINMENT Introduction
Branded Entertainment is natural for Pulse:
• Advertising integrated with Film, TV and Music • We value our brand clients – we are not film “snobs”
Examples:
• Live and Lost with Blackberry • The JD Set (Jack Daniels) • Red Bull Music Academy • Professor Green (Puma)
Short Virals
Ad Funded Television Programming
Bespoke Multi-Platform (e.g. “The Creators Project”)
PULSE AND BRANDED ENTERTAINMENT Pulse Film’s desired trajectory
LIVE & LOST with BLACKBERRY
Engage online audience and drive cost effective traffic to build fan base for brand and band.
Objective:
Repeatable Format (Interactive Artist Tour: Social Engagement, Bespoke Messaging, Experiential, Distribution, PR).
Brand product central to the narrative.
Solution:
AD FUNDED PROGRAMMING CASE STUDY
.
11
Foursquare Enabled On Artists’ Phone & Synced To Hub
Youtube App Enabled On Artists’ Phone & Synced Into Hub
Flickr App Enabled On Artist Phones To Enable Direct Upload
Twitter App Enabled On Artist Phones For Live Updates Direct
To Hub Updates On
Facebook Wall Driving Fans To Hub
The Hub acted as an “aggregator” for all social media content that was produced by the show’s protagonists, and also by the
fans of Live and Lost
AD FUNDED PROGRAMMING CASE STUDY Overview of Digital Activity
PROFESSOR GREEN UNSEEN
• Build TV vehicle for music star • Promote upcoming EMI album • Create brand awareness for Puma • Make successful series for C4
Objectives:
• 6 x 15 mins and 6 x 30 mins broadcast • Product placement for Puma • Puma limited use of clips on web-site
Solution:
AD FUNDED PROGRAMMING CASE STUDY
Not an easy deal to put together!
BRANDED ENTERTAINMENT Commercial Challenges
Large number of stakeholders
• Brands, broadcasters, artists, record companies
Regulatory uncertainty Conservative brands/challenging economy Relatively small budgets
BRANDED ENTERTAINMENT Commercial Opportunities
Brands are looking for innovative ways to reach and engage audiences Few companies can understand storytelling, brands and talent Brands are starting to spend large sums in this area
Branded Entertainment: An Independent Production Company Viewpoint
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