Branded TV-Content - Brian Hirman Isobar

33 %
67 %
Information about Branded TV-Content - Brian Hirman Isobar

Published on June 15, 2008

Author: fyber

Source: slideshare.net

Description

Presentatie van Brian Hirman van Isobar Nederland over branded content.

Creating time in a digital world Branded TV-Content 2008 Bussum,5 juni 2008 Brian Hirman maandag 2 juni 2008 1

branded TV-content 11 maandag 2 juni 2008 2

? branded TV-content 11 maandag 2 juni 2008 2

maandag 2 juni 2008 3

what is branded content ? 11 maandag 2 juni 2008 4

Seeking a useful definition maandag 2 juni 2008 5

Seeking a useful definition “ Branded content is een Amerikaanse marketingterm die staat voor alle programmainhoud behalve reclamespots, die de communicatieboodschap van de adverteerder kan overbrengen of versterken. WEBSITE BRANDED TV CONTENT CONGRES ” maandag 2 juni 2008 5

Seeking a useful definition “ Branded content is ideas that bring entertainment value to brands and that integrate brands into entertainment… It is an eort of collaboration in order to bring consumers entertainment that they want, in the form that they want it. BCMA ” maandag 2 juni 2008 6

Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes advertising and what constitutes entertainment. to bring It is an eort of collaboration in order Branded content is essentially a fusion of the two into consumers entertainment that one product intendedin the form that they want it. they want, to be distributed as entertainment content, albeit with a highly branded quality. BCMA ” ” WIKIPEDIA maandag 2 juni 2008 6

Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate “ new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes CONTENT = Information and experienceswhat constitutes entertainment. to bring advertising and created of collaboration in order It is an eort by individuals, institutions and technology to benefit audiences in that the two into consumers entertainment contexts Branded content is essentially a fusion of that they value one product intendedin the form that they want it. they want, to be distributed as BRAND = entertainment content, albeit with a highly branded quality. Accumulation of experiences with a specific product or service, both directly relating to its use, and through the BCMA ” influence of advertising, design, and media commentary. ” Symbolic embodiment of all the information connected to a WIKIPEDIA company, product or service ” maandag 2 juni 2008 6

Seeking a useful definition “ “ Branded content is ideas that bring Branded Content is a relatively entertainment value to brands and that integrate “ new form of advertising medium that blurs brands into entertainment… conventional distinctions between what constitutes “ 1. CONTENT = Information and experienceswhat constitutes entertainment. to bring advertising and created of collaboration in order It is an eort by individuals, The branding mustn't obscureto benefit audiences in contexts institutions and technology or essentially a fusion of the two into Branded content is consumers entertainment that devalue the content that they value one product intendedin the form that they want it. they want, to be distributed as Consumers = entertainment content, albeit with a highly branded 2. BRAND get something out of it quality. Accumulation of experiences with a specific product or 3. The content both directly to the brand use, and through the service, adds value relating to its BCMA ” influence of advertising, design, and media commentary. ” The brand is embedded intoall the information connected to a Symbolic embodiment of context 4. WIKIPEDIA company, product or service ” ” maandag 2 juni 2008 6

Flickr CC http://www.flickr.com/photos/femalethatlovestech/113333687/ maandag 2 juni 2008 7

“Participatory media must be understood not as a technology phenomenon but a social phenomenon” – The Economist, April 22 2006 Image from Flickr CC http://www.flickr.com/photos/mulsanne/41027902/ maandag 2 juni 2008 8

“It’s when people stop thinking of something as a piece of technology that the thing starts to have its biggest impact” - The Guardian, 4 Nov 2006 Flickr CC http://www.flickr.com/photos/mr_magoo_icu/172281846/ maandag 2 juni 2008 9

Entering a new marketing era Flickr CC http://www.flickr.com/photos/lyza/ 276990225/ maandag 2 juni 2008 10

Traditional creative agencies tell stories about brands Traditional media agencies buy time to allow these stories to be told But it’s your consumers who tell the most powerful stories about your brands Image CC: http://www.flickr.com/photos/molas/128652106/ maandag 2 juni 2008 11

Creating Time maandag 2 juni 2008 12

It’s not just the content – it’s the consumer stories that go with it maandag 2 juni 2008 13

ADVERTISING USER PRODUCT GENERATED PLACEMENT CONTENT maandag 2 juni 2008 14

Roles Branded Content entertainment community interactivity consumption sharing participation awareness wom engagement maandag 2 juni 2008 15

Key considerations • Understanding what consumers need & want • Develop ideas that truly build on brand values • Think in connected initiatives that grow and evolve • Internal structures and culture to behave in the right way • Develop new forms of partnerships • The right balance between strategy and opportunity • Keeping pace with digital developments • Defining and measuring success • Consumer involvement & participation • Changing the rules of content & therefore branded content • Brands can be more than a provider of content; brands can be integral part of the content, as long as it adds value maandag 2 juni 2008 16

value to consumers maandag 2 juni 2008 17

Driving genuine value Consumer Value Entertainment Kudos Utility maandag 2 juni 2008 18

Metrics • Time spent • WOM • Amplification in PR • Leverage in media • Number of fans / friends • Participation • Brand equity • Sales • Database / Insights maandag 2 juni 2008 19

3 cases around the world maandag 2 juni 2008 20

Yahoo Online Soap Opera 11 maandag 2 juni 2008 21

The Story of “Rich Merchant’s True Love” An integrated campaign - search and interaction both key in defining user experience. With a TVC ending featuring key word prompts (quot;Rich Merchant's true Lovequot;), users were driven to a microsite, to play a role in the interactive movie. Users’ interaction and search results then changed the plot and ending. Combining interactive movies and search functions, 144 combinations of movie clips & 12 dierent endings were created. A real web2.0 branded content with 100% user interaction - creating buzz and excitement, 800,000 users discussed potential endings, generating 75,000+ posting alongside the 20 million search queries, leading to 60% growth overall. maandag 2 juni 2008 22

maandag 2 juni 2008 23

maandag 2 juni 2008 23

Sprite The Yard 11 maandag 2 juni 2008 24

THE YARD LINKED BY ISOBAR Copyright Marvellous Ideas Limited 2007 maandag 2 juni 2008 25

THE SPRITE YARD THE BIGGEST MOBILE INITIATIVE ON THE PLANET - Changes an eight-week tv burst into a 52 week brand dialogue - Brings all the functions teens know and love from their social network sites to mobile, their communication tool of choice - Rewards purchase with cool, collectible, non-duplicated mobile content - Demonstrates Coke’s commitment to mobile as the way forward for reaching this market maandag 2 juni 2008 26

Copyright Marvellous Ideas Limited 2007 maandag 2 juni 2008 27

maandag 2 juni 2008 28

INSTANT REWARD CONTENT maandag 2 juni 2008 29

INSTANT REWARD CONTENT maandag 2 juni 2008 29

Nuggets... Lemon and Lime mobisodes. maandag 2 juni 2008 30

adidas Power Challenge 11 maandag 2 juni 2008 31

maandag 2 juni 2008 32

maandag 2 juni 2008 33

maandag 2 juni 2008 33

maandag 2 juni 2008 34

maandag 2 juni 2008 34

maandag 2 juni 2008 35

Bedankt! info: brian.hirman@isobar.net maandag 2 juni 2008 36

Add a comment

Related presentations

Related pages

Frankwatching op Branded TV Content - YouTube

Frankwatching op Branded TV Content iTV. ... - Brian Hirman (Isobar NL) ... Brian Hirman over eVentures Africa Fund - Duration: ...
Read more

Tv Content | LinkedIn

TV content won’t work on YouTube The idea of introducing Kellogg’s Wale Guptaji ki ... Branded TV-Content - Brian Hirman Isobar. 1,966 Views. laroyo. ...
Read more

Frankwatching SideTalk: Branded TV-Content

Daarnaast feliciteert FW de winnaar van de Branded TV Content award 2007: Heineken voor Mijn Tent is Top. ... Brian Hirman (CEO Isobar Nederland)
Read more

Brian Hirman - Pipl

Information about Brian Hirman from Florida, Pennsylvania, Minnesota and other places. Profile Photos, Address History, Phone Numbers, Relatives, Education ...
Read more

Idealize - Brian Hirman over eVentures Africa Fund - YouTube

Brian Hirman en Vincent Kouwenhoven hebben in januari 2010 eVentures Africa Fund ... Brian Hirman over eVentures Africa Fund ... Isobar ...
Read more

Isobar | LinkedIn

View 10266 Isobar posts, presentations, experts, and more. Get the professional knowledge you need on LinkedIn. LinkedIn Home What is LinkedIn? Join Today
Read more