50 great reasons and creative examples for brands to use branded entertainment to engage their consumers / fans by jerem

1. Photos by Louis decamps @ JR & associée 50 SMART AND CREATIVE REASONS WHY BRANDS USE BRANDED ENTERTAINMENTby jeremy dumont

2. Why this slideshare ? I wanted to share the data and examples I gathered on BRANDED ENTERTAINMENT 50 professionals will share their examples and feed back during the next PARIS 2.0 Now it’s your turn to participate #ENTERTAIN_ME .

3. End of january, 50 professionals will share their most creative « branded entertainment » campaigns Contact me if you want to be on stage. Discover our blogs www.levidepoches.fr (french) www.contagiousideas.fr (english) Find out more about PARIS 2.0

4. Use this hashtag on twitter to share your thoughts / examples or to access additional content before PARIS 2.0 #ENTERTAIN_ME You can try this hashtag on facebook and google

5. Use this hashtag to have a 5 mn laugh at work #ENTERTAIN_ME Let’s all share our fun stuff !

6. This is the plan of the document Before the examples, a quick introduction to « branded entertainment » with some great charts and insights. 1- Brands as fun destinations 2- Branded fun for new brand fans 3- Fun campaigns to promote fun contents 4- The new brand to fans relationship 5- Live events for real time experiences 6- Data to spot fun insights on consumers

7. Why is this plan ? 1- Brands as fun destinations Firstly, we are all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves. 2- Branded fun for new brand fans Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz. 3- Fun campaigns to promote fun contents Brands investing in branded entertainment don’t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media (all at a cost). Also because in today’s world special partnerships are often linked to a media plan.

8. Why is this plan ? 4- The new brand to fans relationship The result of all this is that brands are able to develop an enduring direct-to- consumer relationship, however the challenge is that their fan base is much wider than their brand fans and they need people of trust within their fan communities to establish the connection / animate the extended fan community 5- Live events for real time experiences Communication enters a new era of real time marketing when brands comme to live the moment people experience their contents all together at the same time ! 6- Data to spot fun insights on consumers Trust me you are going to need it to do all the above !

9. Introduction to branded entertainment

10. Introduction to branded entertainment Brands fighting to get consumers attention on their advertisements Brands producing fun brand content to be activated by consumers when time is right on device they choose Consumers engaged through time by awesome transmedia content

11. Consumers are always connected but never reachable Source : google / ipsos (usa) People carry an average of 2.9 devices with them.

12. Consumers access media content from a screen, but it’s the one they choose Source : google / ipsos (usa)

13. They often use other devices while watching TV TV no longer commands full attention and 77% of TV viewers use another device at the same time in a typical day. Source : google / ipsos (usa)

14. They are often engaged in various activities Social networking is a big « side » activity Source : google / ipsos (usa)

15. To complete a task they switch between devices 90% of multiple device owners switch between screens to complete tasks, using an average of three different combinations every day. Source : google / ipsos (usa)

16. Traditionally, brands in a bid to capture attention have interrupted consumers to talk about their product. Consumer research continually highlights that most of these marketing message are irrelevant to their current interests and needs. And what better way to gain permission to get someone's attention than when they are actually looking for you. Or at least something you can help with : useful content.

17. Some brands embrace content marketing strategies Content marketing has emerged as means to reach people who are continually looking for information, entertainment or help. Brands can use content marketing to pull people in who aren't necessarily interested in a specific product but instead meeting a need- state behind the product purchase. Content is useful, informative and – critically – non- salesy, created to draw in consumers who have a particular lifestyle need or interest Source : gartner (usa)

18. Branded entertainment is leading the way because that’s what consumers spend most time doing on line after socializing We know that social media is an important part of many people’s lives, but it is also a lengthy portion, as well. And Entertainment is a big thing when socializing. Experian Marketing Services released a study showing that in the United States, 16 minutes out of every hour online was spent on social networking and forums, roughly 27% of all time spent on personal computers. The next closest online actions were entertainment sites (9 minutes/hour) and shopping (5 minutes/hour).

19. And entertaining TV programs are often very social Twitter is pitching its services to television networks with Twitter Amplify which allows networks to post short, sponsored video replays on Twitter. "Now we are able to talk about how to make money together and how to give sponsors an interesting two-screen approach to things," Glenn Brown, Twitter’s senior director for Amplify. It’s all part of Twitter’s strategy to lock down the second screen.

20. Consumers are ok if brands entertain them ! Branded entertainment is the popular term for the increasing practice of brands creating entertaining content to capture and maintain consumer attention for prolonged periods of time (or at least, a little longer than those thirty second ads). A form consumers quite appreciate (even if 24% don’t want brands to entertain them). Source : Edelman

21. However brands still have a long way to go before branded entertainment fully works for the brand and for consumers.

22. Brands don’t just post and pray. Their digital strategy doesn’t only rely on viral ! It’s a common misconception among brands that somehow people will magically find them. Some call it the "post and pray" strategy. To stand out, brands do the following: PR and Influencer Outreach (earned media) : Scoring placement on a popular blog or content site makes a difference. If people see an influencer tweet your video, or read about it on their favorite blog, chances are they'll watch the content and share it themselves. But don't "boil the ocean" with PR outreach. A post of your video on a niche trade blog might make more waves than one that's hidden inside the depths of a tier-one publication, far from surfacing on its home page. Outstanding content (owned media) : Fewer than 1% of YouTube videos exceed 1 million views, according to recent data from TubeMogul. The cold truth is that 50% of videos on YouTube have fewer than 1,000 views. Since there's so much content on the site, it's easy to get lost in the mix. Paid Placement (paid media) : The web offers a variety of ways to increase viewership with paid placement at great value. Sometimes advertisers can target their content fans based on age, gender, geography, keywords, search terms and interests.

23. They place content at the heart of digital strategies to engage consumers from paid to earned media Source : “how youtube is changing the advertising game” jeremy dumont

24. Brands invest in transmedia contents consumers and no longer oppose TV, digital and social media “Before, advertising on the internet could not create scale and if you were a CMO of an FMCG company, you did all your advertising around experiences, you would make an advert around that and you give it to a TV channel where you would have millions of people watching it. So the thinking was ‘why use the internet?’. Suddenly we’re consuming and creating content on our mobile devices and tablets on a bigger scale and we are moving away from the traditional way of consuming content. There is a change in behavior as we are always ‘on’. “What you need is someone to help create great content that is high impact and tells good stories otherwise we don’t see it or interact with it. “VP, Brand & Communications, AOL

25. Brands are not only entertaining their consumers what they aim for is to give more voice to brand advocates. Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. Despite this huge potential value, "brands are failing at driving satisfied customers to share in social media," said Irfan Kamal, global head of Data+Analytics and Products at Social@Ogilvy. "Our study suggests that the vast majority of satisfied customers are not publicly advocating for brands on social platforms. Brands have not provided the technology, incentives or content that both inspire and enable customers to speak out positively.

26. The entertainment industry has already experienced these communication shifts On the TOP French youtube chanels content producers such as Universal music or Warner Bross are in good positions however they are challenged by other youtube channels. Influencial youtubers are right next to famous DJ’s / presenters. Studio bagel is a big thing on youtube. Some brands have found their way to greatness thanks to awesome content : chanel (but also evian, turkish airlines, cartier, renault…) Source : social bakers (france)

27. The most loved brands are using branded entertainment Walt Disney is the brand most people love, it’s an entertainment brand. NIKE, Coca Cola, Kellogg's, Microsoft, Dell, Pepsi, HP rely on entertaining contents in their advertising. Yahoo, google, sony, apple have fun products to showcase on their advertsing. Source : APCO Worldwide (usa)

28. 1- Brands as fun destinations

29. 1- Brands as fun destinations Brands competing with media to provide fun to their audiences Engaging their consumers to spend some fun time on their brand spaces Providing fun consumer experiences daily in real life

30. Coke Zero drives 25-44 years media audiences to it’s web site Coke Zero identified gaming as a relevant way to actively engage its core audience of 25-44 year-old men. Consumer reaction and visitor numbers to the site (over 2 million to date) are highly encouraging. Coke Zero negotiated a high profile deal with PlayStation. Traffic to the web site comes from exclusive partnerships (MSN, Melty…) .

31. With The Creators Project, Intel has built a worldwide arts and culture channel, keeping audiences coming for more exclusive content The platform supports artists across multiple disciplines who use technology in innovative ways to push the boundaries of creative expression. The Creators Project has generated more than 250 million video views and 50 million unique visitors. The events have attracted more than 720,000 attendees overall and won critical acclaim from hundreds of international news outlets.

32. Lego builds a closer relationship with it’s young consumers on his web site with the Lego club magazine LEGO Club Magazine, for ages 7 and up, packs every issue full of LEGO news and behind-the-bricks interviews, comic adventures, games and puzzles, building challenges and Cool Creations built by LEGO fans, as well as sneak peeks at the latest sets and themes.

33. Brands get really personal with consumers by opening personal profiles on dating / social networks and telling their stories as time passes JWT London launched an online film for Anti-Slavery International. The short film illustrates what it would be like if a domestic slave in the UK was allowed to have a voice, via a Facebook profile. The film is based on the fictional character, ‘Lala’, whose experiences are an amalgamation of those faced by modern-day slaves that Anti-Slavery International comes into contact with. Lala’s updates about her experiences of work and general life become more and more distressing as the film progresses.

34. Wispa reconquers it’s consumers allowing direct interactions on it’s facebook page Wispa introduces "The Frothy Beast" in a new spot by Fallon London promoting the Cadbury brand's new hot chocolate. Straight from the cheesy/retro school of advertising, this guy likes to frolic with the ladeez in a vaguely Italian accent. Fans of The Frothy Beast will be able to have direct interaction with the character via Facebook, where he will be responding to reactions and comments in real-time throughout the day, as well as commenting on topical events and news.

35. L’oreal and it’s consumers can interact : consumers can reproduce red carpets looks at home faster than ever L’oreal experts help you re-create the hottest looks of the season as seen in Cannes or elsewhere…

36. ASICS helps it’s consumers get the most out of their running shoes when time has come to use them ASICS wants its customers to get the most out of their running shoe purchases, and it would like them to come back again and again as their shoes need replacing. To foster brand loyalty, the company provides its customers post-purchase content that espouses the brand’s view of the art and science of running. It validates not only the consumer’s choice of purchasing an ASICS running shoe, but also the lifestyle and the mind-set associated with making this choice of running equipment.

37. 2- Branded fun for new brand fans

38. 2- Branded fun for new brand fans Brands sponsoring BIG mass media contents aligned with brand values Producing MEDIUM SIZE contents in affinity with consumers, designed for each touch point Spreading MICRO experiences on social media .

39. Mitsubishi sponsors SKYWIRE across multiple media screens to get great brand associations While it may not have reached the heights achieved by Red Bull's 2012 "skyjump" stunt featuring Austrian skydiver Felix Baumgartner, the conclusion of Wallenda's successful trip across the wire, reporters touted the stats for the stunt: 40,000 tweets per minute; 700,000 tweets in total; 1.5 million streams on Discovery.com; and an estimated 13 million TV viewers watching the event on Discovery Channel.

40. Budweiser signs Rihanna to spread great exclusive content on all it’s brand touch points on line The St. Louis brewery sponsors some of the artists' worldwide concerts and utilize behind the-scenes footage of the TV ads, which are called "Dreams Are Made," on its YouTube channel. Budweiser launched a custom content platform as an extension of the brand’s Made for Music campaign, in an effort to connect fans with Budweiser through music.

41. Dodge produces a saga with Ron Burgundy and Funny Or Die scenarists to communicate it’s brand messages the best way to it’s fans Ferrell has filmed some spots for the Dodge Durango as his Anchorman character ahead of the release of Paramount Pictures' Anchorman 2: The Legend Continues. Wieden + Kennedy in Portland, Ore., worked with Funny or Die writers on the scripts. FoD's production arm, Gifted Youth, which also produced Ferrell's famously offbeat Old Milwaukee ads, teamed with Caviar to co-produce this work. They were aired on TV as well as on the brand youtube chanel.

42. Mattessons reached out to youtubers for smart « product review »

43. PEPSI, chief editorial of consumer musical picks in real time Now that brands are appreciating the benefits of becoming publishers, inevitably the merits of content curation have to be examined. Appart from legal / right issues, there is the fear that no independently-authored content can entirely — or even partially — convey the brand's 'values' or 'messaging' well. A great example of this is Pepsi Pulse which curates trending pop culture and entertainment news and blends it with original content, such as deals and celebrity challenges. Content curation also enables brands to create an environment that people continually return to as a knowledge resource on a particular topic or issue.

44. Taco Bell gets consumers to share their Fun experiences with the chain Taco Bell was one of the few brands to adopt Snapchat, a platform that has a reputation for sexting. The fast food chain used Snapchat to introduce its Beefy Crunch Burrito , using the app's ephemeral, 10-seconds-and-it's-gone format for the launch. Stories offers new possibilities, said Nick Tran, social media lead for Taco Bell. "This is something a lot of fans tell us all the time," he said. "They love sharing their stories and trips and adventure. We created a story that modeled that experience of hanging out with a friend.“"The fact that posts last more than 10 seconds was huge."

45. The right content pops up when time comes. Romanians searches on the ROM website changed the automated google searches ! ROM, launched a campaign to change the Romania's image on Google. They built a website: Romanians are smart (with a Romanian version on Romanii sunt destepti), where they persuaded Romanians to search on Google on specific terms, so they will change the Google Autocomplete suggestions. The campaign's call to action was "Change with a click"; users got to search directly from the website in six languages.

46. 3- Fun campaigns to promote fun contents

47. 3- Fun campaigns to promote fun contents Introducing brand content through paid media spaces in an intrusive way Promoting owned content on content platforms in a native way Sponsored ads for consumer generated content (social way) .

48. Coke sends TV viewers on line to choose ending, a media strategy that has worked for them in the past Coca-Cola’s “Mirage” ad campaign had a secure spot on the Super Bowl 47 and was well-planned and executed. As a matter of fact, the Coke Chase ad followed all of Coca-Cola’s main marketing strategies and values that should have brought them success if it weren’t for the black out. The very unexpected blackout gave an open door for some brands to come through spontaneous Twitter ad campaigns, like Oreo, and bust in with quick witty creativity. Oreo and the caption, “You can still dunk in the dark.” The message caught on almost immediately, getting nearly 15,000 retweets (as of this writing) and more than 20,000 likes on Facebook

49. Absolut integrates VICE channel and uses banners with an embed of the videos to promote it’s content on VICE home pages, keeping audiences in the same space VICE incorporated Absolut’s new flavors into the food franchise, Munchies, using the brand as the official sponsor. The series profiles young, innovative chefs in San Francisco and New York known for their unique use of flavors and one-of-a-kind styles of operation, injecting Absolut into it’s target markets. The videos were used as featured episodes of VICE’s most popular food franchise as well as ancillary video content for Absolut’s social channels. 5.3MM views 5.4MM ad impressions

50. Clearasil integrates the AWESOMENESS network to open up interactivity around videos with wider fans communities (and get it’s content monetized) AwesomenessTV, which was recently bought by Dreamworks for $33m, is running a series called #Ultrafast Clearasil Zombie Adventure Of Epic Proportions, in which people get turned into Zombies (with bad skin). When Maddy discovers that her best friend Monica is turning into a zombie they have twelve hours to find the powerful Zombie Wizard before she’s turned into a zombie forever. However, to find the Zombie Wizard MadMoni needs YOUR help.