Brands: the new entertainers
Steve Mullins, Content Director, brand-e
Brands: the new entertainers Beyond product placement: film, TV, music, games, the arts
Engagement‌ by immersion in very rich environments The rise and rise of Facebook Plus other engaging socials, eg crowdsourcing, social TV
All very sharing
Brands: entertain & engage
almost in gear Range Rover’s Being Henry is a step up… High production values Quality engaging online experience Interactive (yes!) & immersive But the product link is weak
Where’s the share?
gets the part Stella Artois’ Le Cannes Casting Call… Fits with brand’s cinematic creds Engaging experience Audience participation Strong pay-off
out of doors Get billboarded with Mini‌ Good experiential Online participation (Facebook) Instant reward Sharing
Branded entertainment trends Social media
Interactivity
Deep media
235 million FB European UVs (Mar11)
Consumer input
All media
Multiple platforms
More content for a ‘marketing revolution’
Game-like
Non-linear, participatory & immersive
Campaign migrations to Facebook, YouTube
Highly personalised
Brands: the new entertainers
steve@brand-e.biz
•adjective /ˌintərˌaktiv/ (of two people or things) Influencing or having an effect on each other
I hate when I’m on a flight and I wake up with a water bottle next to me like oh great now I gotta be responsible for this water bottle kanyewest Kanye West
PART 1: OUTSIDE THE LINES
“New Lynx advert is amazing...Angels falling and an amazing new mix of AIR's Sexy Boy. Branding brilliance!"
“I love this dramatic choral version, I hope there will be more!
“Looks like someone in the Axe marketing department has decent taste in music..”
“Truly wonderful! I love the 90s version, however, as soon as I saw the TV advert I was utterly transfixed. Beautifully done!”
“Beautiful music! Like the song of the Sirens from Odysseus"
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“beautifully done…I actually did that thing with my mobile phone where you can press a button and find out who covered it” JANICE LONG – BBC RADIO 2
“slightly spoiled by the fact that it’s currently soundtracking a deodorant commercial” JARVIS COCKER – BBC 6 MUSIC
PART 2: COOLER THAN ANY LINE
www.tonic.fm Thank you.