things
you
know about
Branded Content is not a new discipline. Some argue that the first activities were in the 50’s, with soap opera produced by P&G. Others cite that Popeye’s cartoon has commissioned by the U.S. government to stimulate the consumption of spinach in the country. Although the first cases have happened a long time ago, the discipline has not evolved as it could in the subsequent years mainly because the conventional advertising (in the 70, 80 and 90) has always been efficient.
But the environment has totally changed. Instead of looking for a specific definition, this presentation aims to discuss the main issues regarding discipline, or rather the eight things you should know about communication content.
We hope you enjoy the journey.
Cadbury-Schweppes-owned Dr Pepper launched a branded content initiative last summer around a custom-made bubble in New York. The bubble housed rock band Cartel for 20 days while it recorded its new album. The concept behind ‘Dr Pepper Band in a Bubble’ was to give fans an insight into recording an album via live webcams. The event was filmed by MTV as a 4-episode reality TV show. On-pack promotion gave drinkers exclusive access to webcams, reward points towards merchandise and entry into contests, and KFC take-out bags also carried coded vouchers which unlocked further footage. Click Here to See More
Dove launched Calming Night, a brand new skin care product targeted at mums. Success depended on persuading them to change their beauty regime and start taking a shower at night. Were created branded mini-movies in which the main character uses Dove Calming Night and, as a result, enjoys a revitalizing beauty sleep and very pleasant dreams. The solution combined the Dove brand with top Hollywood talent and an innovative partnership with AOL. Each show featured a different, classic, mum. Then, with AOL, was launched content focusing on the Chief Everything Officer (Felicity Huffman’s character), who dispensed beauty tips. TV, radio, press, email, in-store and PR activity drove viewers to the site. Click Here to See More
The story begins with the video shoot for Sting's "Desert Rose," the second single from his late 1999 album "Brand New Day." The video called for Sting to be driven through the desert to a club. The director chose a Jaguar S-Type as a cool vehicle. When he saw the finished video, he says he realized, "My God, it's a car commercial." He sent a copy to Jag shop Ogilvy & Mather. The label had earmarked $1.8 million to market the single, Copeland said, including $800,000 to make the video. By contrast, Jaguar spent $8 million to air the spot, which visibly promoted the artist and album. The result was an incredible sale for Sting’s album and lots of young buyers looking for a Jaguar. Click Here to See More
To promote its new Sportwear collection Nike decided to produce a documentary and afterwards, a music single. They joined two brazilian music stars to reissue the classic song called “Umbabarauma”. The artists chose were Jorge Ben Jor and the famous brazilian rapper Mano Brown. The music video was well accepted by the costumers of the brand and it gained a great visibility since both of the artists hadn’t released a new album in the last 2 years and their public was avid for new material. Click Here to See More
There are some clear correlations between a skilled skater and a bird. To emphasize those connections, Nike SB has decided that, the bird is the word. Nike SB took some of their top pro-skaters on a demo tour in Europe. The team comprising of 11 Nike SB pro-skaters stopped by London, Paris, Eindhoven and Berlin to share their skills, experience and demonstrate their craft with fans. The tour was possibly one of the very few chances skate enthusiasts will be able to catch their heroes in real life. It also became a documentary that can be watched at Nike’s website. Click Here to See More
Red Bull’s ‘Gives You Wings’ slogan is brought to life with the brand’s Air Race World Series. The series spans live events, a TV programme on UK Channel 4, podcasts and premium mobile. The strategy is to offer viewers a wide variety of content packages each tailored to specific media. With TV audiences reaching record numbers for the 2007 season, event podcasts being viewed 35,000 times and a bespoke O2 Active mobile portal racking up 55,000 page views, the strate- gy seems to be paying off for Red Bull. Click Here to See More
Nestlé Brazil created nine carachters to promote concepts about sustainability and ecology. It was created and shared by TV episodes, web episodes and the costumer could buy the caracthers in plush toys. The importance of this case is that a great concept was build and disseminated in different mediums. Click Here to See More
In a World Cup year, Rexona wanted to engage 16-34 year old men with the new Rexona for Men Sport, without getting lost in all the other football-related noise. Building on the campaign idea, ‘lets you go wild', Rexona developed ‘Fanimals', a series of documentaries focusing on the history of football fans. In 13 episodes, Rexona told the stories of real football fans whose diehard love for their team has passed into obsession. The plan was rolled out across 34 territories worldwide, with local language versions of the Fans United series placed with channels at no extra cost. The activity generated significant awareness. Click Here to See More
Mc Donald’s created a branded farm on Farmville in a special one day event. Basically, McDonald’s will become a “Neighbour Farm” to every player in the world for a day, this allows players to come and work on the McDonald’s Farmville Farm, helping to grow things like tomatoes and mustard seeds. The exposure is seriously huge for McDonald’s, who gains almost instant exposure and potential brand interaction to the near 70 million active Farmville players around the world. Click Here to See More
Land Rover’s Go Beyond TV is an internet channel for branded entertainment. As well as partnering and showing content from the Discovery Channel and the BBC, original content includes a show about Lance Armstrong and plans for a self- contained city above Tokyo Harbour. Channels include places, people, adventure, sport, culture and, of course, Land Rover. Click Here to See More
In 2001, driven in part by the sudden influx of consumers turning to the web to make their purchasing decisions, BMW launched an ambitious idea that would effectively mark the beginning of branded entertainment’s return to popular culture. Along with executive producer David Fincher, the company launched a short film series called The Hire. Directors such as like Ang Lee were brought in to direct individual six-minute movies in exchange for total creative control over the finished product. The project paved the way for branded entertainment in the 21st century and The Hire's success created a ripple effect of similarly-minded projects. Click Here to See More
In April 2006, Coca-Cola launched a television advertising campaign that told the story of what really happens behind the scenes when you buy a Coke from a vending machine. This campaign became the genesis for a wildly successful customer loyalty campaign that today reaches consumers on multiple devices including television, computer, and mobile. The content was really well accepted and set the whole campaign and marketing strategy for the brand. Click Here to See More
“Where are the Joneses?” was a web-based comedy series that broadcast its daily five minute online episodes for 12 weeks between mid-June and September 2007. The plot followed siblings Dawn and Ian Jones on the trail of their numerous brothers and sisters around Europe. It used web services like Facebook, Twitter, MySpace, YouTube, Platial and Del.icio.us as its foundation. As sponsors, Ford provided a purple S-MAX for the characters to drive in, but the overall branding was subtle. The exercise resulted in coverage in various newspapers and TV appearances, as well as WRTJ being picked up on blogs around the world. Click Here to See More
The streets of London's Soho aren’t often associated with fine art. HP and London’s National Gallery challenged this with ‘The Grand Tour’, another part of their ongoing collaboration HP-printed full size reproductions of many of the Gallery’s finest assets were hung around the streets of London. The campaign saw pictures placed in replica frames accompanied by a gallery style plaque which contained a phone number to an audioguide. The website hosted an interactive map showing the locations of the pictures, as well as walking tours that combined the art with some of the less obvious London landmarks. Click Here to See More
To reinforce the existing 'Real Food' marketing position adopted by the Hellmann's brand, they commissioned a web series called 'In Search of Real Food’ featuring celebrity chef Dave Lieberman. Hosted on the highlytrafficked Yahoo! Food portal, the 12 shows aired on a weekly basis on 2007. The show followed Lieberman's journey around the US seeking out people, places and recipes at the heart of America. The shows included restaurant reviews, man-on-the street interviews and recipe demonstrations. For an action like that, you have to consider all the expenses which come, for example, video production, reporters, etc. Click Here to See More
EMI Music UK launched MPops, a weekly music show for mobiles. The interactive show was broadcast live every Friday for seven weeks at the end of 2006, exclusively to 3 Mobile customers. The show was chosen out of a pool of over 50 entries to the 3 Mobile Pilot Pitch. Viewers were able to interact during the show with instant downloads of the tracks featured, included as videos and realtones. Doing an action like that costs as much as doing a traditional media plan. First because it also has media costs and second that it involves other expenses like the artists, the production and all the stuff used in concerts. Click Here to See More
Email: story@lukso.com.br Twitter: @story_beats URL: www.lukso.com.br BLOG: www.storybeats.com.br