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8/3/2019 Branded Entertainment 11.1
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Branded Entertainment
C PipalMajik
Chandradeep (CD) Mitra
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Enormous Reach
Assured Numbers
Engaged Audiences
Low Cost-per-contact
Why Brands have traditionally used
Mass Media to reach Consumers
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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
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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 othercontent during ad break
Multiple technologies enable switching or skipping
during ad breaks
Growing impatience with ad breaks -> Ad AvoidancePhenomenon
One way Communication -> Limited scope of
engagement & relationship building
Decreasing credibility of advertised brands
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Communication Clutter and Information Overload
C PipalMajik
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A Permanent Power Shift has Occurred
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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 93minutes
C PipalMajik
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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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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
C PipalMajik
How would Marketers like
Marketing Communication to be like?
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There could be yet another wayto solve the problem
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What if Brands could be part of
media content, not ad breaks?
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Branded Entertainment
A way through the clutter
C PipalMajik
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People will pay more to beentertained than educated
-Johnny Carson
C PipalMajik
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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 fundedspecificallyfor a brand, by a brand,
for the purposes ofcommunicating
the brand strategy
using the entertainment medium
and owned by the brandin most cases.
- Chris MonacoEx-director of entertainment marketing for GoodLife Entertainment
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The brand influencesthe content of the content
C PipalMajik
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The Three Levels of Influence
Passive non-invasive way to get a brand within sometype of entertainment vehicle
Product Placement
Cross promotion
Borrowed equity
Brand Integration
Content funded and owned by the brand
Branded Content/Advertiser Funding
C PipalMajik
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Product Placement
C PipalMajik
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Ipad
C PipalMajik
In the March 31, 2010, episode of the television series Modern Family the newApple iPad was used as part of the storyline and also displayed several of thefeatures to entice consumers
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Cross Promotion
C PipalMajik
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Reebok
C PipalMajik
Reebok promoted its new design via the film My name is Khan
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Borrowed Equity
C PipalMajik
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Chrysler
C PipalMajik
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
C PipalMajik
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BMW
C PipalMajik
BMW created some exclusive web short films where
the automobile was the main character
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When to use?
C PipalMajik
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-airand on multiple platforms social currency
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When to use?
C PipalMajik
The brand should fit naturally with the content, addingto the story in a relevant and tangible manner
A piece of entertainment will live of die based on itsability to forge a real emotional connect with theaudience
Play an important supporting role to traditional brandactivity until such time as the cost versus effectivenessratio of the traditional 30 spot has fallen belowacceptable levels
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Branded events, branded viral teasers,
branded video games, branded concerts,
branded mobile content, branded musicCDs and branded online content together
form a 3600 branded content initiative
C PipalMajik
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Paheli & Tanishq
Paheli
&
Tanishq
Mass media
TV, Outdoor, In-filmSpecially created TVCs inc
scenes of the film with
Rani and SRK endorsing
Events/PR
Internal
customers:
Sales
enhancement
POS, Direct
Paheli collection andTanishq booklets
at outletsAmol Palekar launched
Tanishq collection in Delhi
Screening invites for employees
Regionwise contests
130 designs launched
Designs now called Paheli
e.g. Paheli
& Tanishq
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The success factor
FIT The degree of interest in the brand or productcategory
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 thebrand
FAME The level of additional supporting activity(advertising or publicity)
C PipalMajik
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Guidelines
Editorial context
Relevance in storyboard
Level of involvement
Visibility span
Direct/indirect
Reach
Effect on bottom-line
C PipalMajik
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Some Other Examples
C PipalMajik
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Spinach
C PipalMajik
Popeye, who turns into a strong muscular manwas specially created, keeping the kids as TA,
for the Spinach Producers Chamber to
encourage the consumption of spinach
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Bulgari
C PipalMajik
Bulgari launched its 1 million dollar jewel
through a dark novel in which the jewel
is the main character
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Prada
C PipalMajik
Prada produced the biggest blockbustermovie of 2006 with Merryl Streep as theleading actress
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Viagra
C PipalMajik
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
C PipalMajik
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
C PipalMajik
The challenge here was to talk toLatin women in the language that
they understand best. So a soap
opera for a clorox cleaning line
was created
Clorox-exclusive Sponsor OfDisney Online Web Series 'The
Possibility Shop' W/Courtney
Watkins
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Fedex Cast Away
C PipalMajik
Fedex produced a 2hr spot that, without doubts, is thelongest in history
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Hum Tum/TOI
C PipalMajik
Hum Tum movie cartoon strips in TOI becameteaser for the film and invoked curiosity
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Amul
C PipalMajik
Shyam Benegalsmovie Manthan
about the White Revolution in Gujarat
tells the Amul Story
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Tiffany
C PipalMajik
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
C PipalMajik
In Argentina, Axe had created a comic strip of 30minutes that was aired on Fox
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Corona Typewriter
C PipalMajik
Corona typewriter appeared in the film
The Lost World (1925)
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Absolut Vodka
C PipalMajik
Absolut Vodka utilized the theme of thesoap, now movie, Sex and the City tofeature itself
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Bajaj Pulsar
C PipalMajik
Pulsar MTV stunt mania is a reality show for a nation wide hunt for theultimate stuntman
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Tag Heuer
C PipalMajik
Tag Heuer launched a new range of watchwhich was used in the film Don featuring the
brands endorser SRK
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Wait! Isnt that sponsorship?
C PipalMajik
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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
The editorial context should
match with brand identity andbrand image
Sponsorship
The advertiser is approached
for finance by the production
house
It is a PR tool
The focus is on eyeballs andratings
C PipalMajik
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Branded Entertainment Sponsorship
C PipalMajik
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The savviest consumers will soon
Demand Entertainment in place ofAdvertising
C PipalMajik
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THANK YOU
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