Sports Entertainment & Media Marketing Project

8/7/2019 Sports Entertainment & Media Marketing Project

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2 Indian and 2 international examples of successful Branded Entertainment2 Indian and 2 international examples of successful Branded Entertainment

Nipak DasNipak Das

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Fit, Focus and Fame

Idea

The Plan

Presentation FlowPresentation Flow

International Examples

Ford - Automotive manufacturer boosts

appeal through content

BMW - Is BMW getting out of Branded

Entertainment?

Indian Examples

Motorolas Slimmest Phone Moto Razrs

Launch strategy

Airtel Enriching livesofmillions

- Other Examples

Success Factors for Branded Entertainment

Branded Entertainment


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Does your brand have

mojo ?

The degree of interest

in the brand or productcategory

The relevance of thecontent to the targetaudience

The fit between thecontent and the brand

Publicity beyond the

placement

The level of additionalsupporting activity(advertising orpublicity)

Fit Focus Fame

The brand should fit naturally with the content, adding to the story in a

relevant and tangible manner.

The balancing act

The degree to which

the integration isengaging

The degree to whichattention is focusedon the brand


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Innovative Ideation:

1. Global car launch2. Backed by international campaign3. In UK mark its centenary with a campaign that starts with its sponsorship of the UEFA

Champions League Final at Wembley.Took examples from:

1. Last year Audi, arguably the highest-profile proponent of ad-funded programming, calledtime on its Sky Digital TV channel after five years.

2. Rival Honda's online experiments have met with varying degrees of success3. Land Rover's 24-hour broadband TV channel

Ford s IdeationsFord s Ideations

Revamping marketing strategy in an effort to strengthen itsappeal as a trusted car marquee.

Looking to create several strands of content toaccompany the global launch of its latest Focus model,as well as the 100th anniversary of Ford's debut in theUK

Keen to replicate the Impact of Foster's revival of comedycharacter Alan Partridge but does not plan to follow the

'humour route'.

Automotive manufacturer boostsAutomotive manufacturer boostsappeal through contentappeal through content


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BMWs new backseat approach: Brandedentertainment is just getting too expensive

BMW set the standard for branded entertainment,especially as it concerns Internet films.

Launched its web series that proved to be an incredible opportunity for BMW to not only connect their brand

image with the demo, but to educate their targeted viewership as well.

The series is inspired, by the upcoming launch of ActiveE, an early electric vehicle . ActiveE represents the

second phase of a three-phase BMW program to develop a dedicated electric vehicle that will launch in 2013

BMW most recently launched Wherever You Want To Go, a series of films about the future of mobility.

Is also amidst a review for a new ad agency

Probably means an end to the companys Net films, at least for a while.

BMW + Branded EntertainmentBMW + Branded Entertainment

Is BMW getting out of Branded Entertainment?Is BMW getting out of Branded Entertainment?

aun hed its first round of BMW ilms online inthe summer of 2001

Spends roughly $70 million in measured mediaannually in the U.S.

On e driven by hara ters su h as James Bond, BMWars are now driven by villains or hen hmen


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Strategic Brand Fit - Motorola

1. Create human dimension to carry over into thepositioning strategy for the brand.2. Through a tech movie like DON Motorola portrayed its

technology side in a powerful manner3. Create a style statement associating with Shahrukh

Khan4. Creating branded content has a greater impact than

making a commercial

Don enrolled brands such as Tag Heuer, Motorola, Garnier,Citibank, Oakley sunglasses and Louis Philippe outfits

Innovative Ideations

Stressed on Kellers Strategy : Treat Razr as brands, not just products, much as Apple Inc. has

done with its iPod, and emphasize what the phones can do rather than how they look.

Positioning the brand in a stylish movie like DON, Motorola essentially pitched Razr as a

fashionable gadget with a hinged clamshell configuration

Results

Effectively marketed Razr , resulting in 91 percent of consumers recognizing brand Razr

Leapfrogging in sales for its newly launchedMoto Razr

A clutter breaking opportunity to look beyond the 30-second television commercial

Paved the path to push "Rokr" and "Q" as brands

Motorola + Branded EntertainmentMotorola + Branded Entertainment

Motorolas Slimmest PhoneMotorolas Slimmest Phone Moto RazrsMoto RazrsLaunch strategyLaunch strategy


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Pricing lower than competitor models by Nokia and

Samsung

Brand hit it big in the fashion handset sector

Aimed to change perspectives and raise standards among business

Through its branding with DONMotorola leveraged the accelerating importance of Iconicdesign in

creating compelling appeal & differentiation

Strategy - Great design can also bring a products performance attributes to life, make products

more experiential, and enable targeting of unique and emerging customer segments.

Create customer pleasure, desire and a sense of newness all important in this must have world

Address the Generation Shift That has a passion for style

Motorola + Branded EntertainmentMotorola + Branded Entertainment

Sleek designing of the handset - the biggest challenge ofNokia during those days

Enhanced branding methodology taken by the handsetindustry player to grow awareness among consumers andopinion leaders and establish itself as a stylish brand

Motorolas Slimmest PhoneMotorolas Slimmest Phone Moto RazrsMoto RazrsLaunch strategyLaunch strategy


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Associated with youth icon Sachin Tendulkar

Associated with celebrities with large fan following

Innovative Ideations

Has joined hands with the worlds largest family entertainment brandDisney, to launch Indias first

"DisneyMobile Theatre".

Airtels Disney Mobile Theatre adds an exciting new dimension to mobile

entertainment. Customers can have access to six Disney animated series in the form of 30-second

shorts exclusively made for mobile devices featuring Disney characters.

Through Airtel, Indian customers will be among the first few to enjoy the antics ofMickey, Minne,

Donald, Pluto and Goofy on the Disney Mobile Theatre

Way to combine Disney's rich story telling legacy and unparalleled brand equity with Airtels

leadership in wireless voice and data services to create an engaging and unique mobile experience

for Indian customers.

Airtel + Branded EntertainmentAirtel + Branded Entertainment

Airtels signatute ringtone one of its kind composed byA.R.Rehman, a fantastic medium to reach out to all ourlisteners across the world

AirtelAirtel Enriching lives of millionsEnriching lives of millions

New Logo with more visual aesthetics as a part of itsrebranding strategy


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Strong Airtel Ad campaigns and branded entertainmentwith a human touch

Strategy followed Airtel is positioned as an aspirationaland lifestyle brand. Its pitched not as a mere mobile servicebut also something that gives a badge value

Airtel, the sole service provider to tie up with for Kaun Banega Crorepati and Airtels association

with Star Plus

Results:

Resulted in catching up over22 % market share and 15 million mobile customers

Resullted as the most recognised brand with more than 30.8% of respondentsable to identify it as

mobile brand unaided

Stronger brand value than its competitors

Resulted recognition of Airtel 27.4% cool, 26% creative, 22% technically advanced

Airtel + Branded EntertainmentAirtel + Branded Entertainment

Ad campaigns with an eye on rural marketing

AirtelAirtel Enriching lives of millionsEnriching lives of millions


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DaimlerChrysler AGs Crossfire and PT Cruiser cars played a role in the film Cry Wolf. The Sims is the most popular computer game ever. The Sims Online is an expansion of the game that allows

players to form online communities. Intel communicated the strengths of their processors to this audience by

enabling players to buy Intel-based computers within the game. Players that made this choice were shown

the Intel-based machines were more effective.

Although not strictly branded entertainment, as the programme producer and broadcaster received no funds,

Changing Rooms is worthhighlighting because it illustrates the impact a single programme format can have

on product sales. Originally broadcast in the UK, Changing Rooms helped members of the public make-over

a room in theirhouse. Its success prompted a boom in DIY benefiting retailers and manufacturers of paints,

fabrics, timber and tools.

A great example of product placement in a video game: a Nokia phone was incorporated into the game as the

method by which the player could communicate with their manager and make in-game selections.

The phone replaced a standard options menu and improved the game by adding an extra degree of

immersion. The phone model was being launched to coincide with the game and ensured that Nokia

communicated the release of the phone and some of its features to its target audience.

Br t rt i tBr t rt i t

Branded EntertainmentBranded Entertainment -- Other ExamplesOther Examples


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Sports Entertainment & Media Marketing Project