Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition

Standing Out in a Noisy Environment

Providing Great Content to Remain Head and Shoulders Above the

Compe>>on

Presented by: Paul Malina September 26th 2011 Contact: [email protected]

Agenda

•  Introduc@on to Branded Entertainment •  Engaging your audience •  Crea@ng compelling stories •  Case Study: Red Bull Riders Cup •  User Generated Content •  Distribu@on •  In summary

Introduc>on

Branded Entertainment

Consumers experience their content in a variety of mediums

Consumer

Internet:

Film:

Streaming

Social media

Website

Content

Advertising

Advertising

production

Product placement

Sponsorship

Sports

Music

Consumer

Events:

Print: Mobile

Outdoor:

TV:

Advertising

editorial

Paid editorial Content Apps

Social

Billboard

Ad shell

Stadium

advertising Product Placement

On Demand

Web TV

Time Buy

Content

Agenda

•  Introduc@on to Branded Entertainment •  Engaging your audience •  Crea@ng compelling stories •  Case study Example : Red Bull Riders Cup •  User generated content •  Distribu@on •  In summary

In such a noisy environment it is important to stand out

•  Entertaining •  Credible •  Authen@c •  Valuable •  Relevant •  InsighLul •  Innova@ve

7 Rules of Engagement for branded entertainment that have worked for me

Todays consumers are savvy and they know when they are being bought

Branded Entertainment can engage your consumers on a much higher level than tradi@onal means and help your brand stand out

Adver>sing

•  TV •  Print •  Web •  Outdoor •  Events

Branded Content

•  S@ll images •  TV •  Product placement •  Film


•  TV Show •  Web Content •  Films •  Mobile Apps •  Advagames

SEE WATCH ENGAGE

Engagement

Credibility

Value to consumer

Branded Entertainment can engage your consumer on a higher level ul@mately resul@ng in higher recall at the right @me


•  TV Show •  Web Content •  Films •  Mobile Apps •  Advagames

Engagement

•  Engagement via choice

•  Longer experience

•  Interac@ve experience

•  Credible encounter

Higher Recall

Agenda


Storytelling is key to this engagement: Find the compelling stories at the heart of your brand

•  Entertaining •  Credible •  Authen@c •  Valuable •  Relevant •  InsighLul •  Innova@ve

Is it?

New ini@a@ves with engaging stories can be created, or already exist in your marke@ng mix

Marke>ng ini>a>ves

•  Events •  Promo@ons •  Brand history •  Ambassadors •  Consumer ac@vi@es

Stories


•  TV show •  Web clip •  Film •  Mobile content •  Games

Control your message

Agenda


Example -‐ Red Bull Riders Cup: School Or Surf on VBS.tv

•  Event: Red Bull Riders Cup. A high school surf compe@@on held all over the USA during the week

•  The problem: Nobody at the beach to see the events

•  The challenge: Find alterna@ve ways to reach targets and engage them with this event

•  The answer: Uncover the compelling storyline and create Red Bull Riders Cup: School Of Surf -‐ 15 webisodes.

Red Bull Riders Cup: School Of Surf Year 1: VBS.TV

Results: 3 million views via media partnership and syndica@on

•  h\p://www.youtube.com/watch?v=a9xmE26RPVw&feature=relmfu

Red Bull Riders Cup: School Of Surf Year 2: MTV

Results: 6 episode series on MTV

The heart of the story

What we delivered

Rules of Engagement

Entertaining ✔

Credible ✔

Authen@c ✔

Valuable ✔

Relevant ✔

InsighLul ✔

Innova@ve ✔

Agenda


User generated content is another great way to engage with your consumers

Time Magazine: Person of the year 2006

User Generated Content

Is content created by the consumers themselves and not tradi@onal media organiza@ons Distributed via : •  Twi\er •  You Tube •  Facebook •  Blogs •  Wiki’s •  Websites •  TV

People contribute to UGC for 2 main reasons

1.   Intangible rewards – eg. Social status,

notoriety, inclusion, feeling good about

themselves for contribu@ng

2.   Tangible rewards – Contest entry, various

prizes, payment, gies etc…

Create a “Playing Field” and act as host for consumers to interact.

Example: The Grammys “We are all fans”

“We’re All Fans” Visualisa>on (2010)

Visualisation: http://wereallfans.com YouTube / TV Spot: http://www.youtube.com/watch?v=VEFgSV36vnA

Agenda


Distribu@on: Create a win / win and deliver content to outlets that are in need of it and have an exis@ng cap@ve audience

•  Media Partnerships – Co-‐Produc@ons, syndica@on, rights deals, mul@ na@onal distribu@on, pay to play

•  Leverage your adver>sing spend – What content are your adver@sing channels looking for

•  Your brands exis>ng channels – Website, film, in-‐store, on-‐site at events

•  You Tube – Create your own channel

•  Social media – If content is good it will be shared very quickly and consumers become your distributers.

•  Mobile – Apps, websites

Distribu@on: Example -‐ School of Surf: Year 1

•  Premier on VBS.TV (exclusivity period) •  Syndica@on:

-‐  Surfline -‐  MySpace -‐  YouTube -‐  Redbullsurfing.com -‐  RBRC media player on Facebook

•  The VBS Show segment on MTV 2 Included collabora>ve PR campaign to ins>gate WOM buzz

In summary

•  Engaging your audience is difficult in a noisy environment

•  Story telling is key •  Find your brand story •  Tell the story but don’t forget the 7 rules of engagement

•  Consumer content – Embrace UGC •  Distribu@on – Mul@ple channels are available and a cheap way to get your message out there

With choice so prevalent Money is no longer the currency that will buy

you a\en@on, stories are!

Final thought….

THANK-‐YOU

For further information, please contact: Paul Malina: Email: [email protected] Phone: 0411 534 422

Education

Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition