Tag Archives: branded entertainment

From Fast Company: CO.CREATE NATION

BY TYLER GRAY, TERESSA IEZZI, NANCY MILLER

The worlds of Silicon Valley, Hollywood, and Madison Avenue have blurred, and a new realm of business has emerged.

Once upon a time, entertainment and advertising were two separate lands. Each land was dynamic, and cool, in its own way, but their denizens rarely commingled. In yet another land, the geeks of technology toiled in isolation on tasks both obscure and unfriendly. And then the winds of innovation blew through. Everything changed.

In Co.Create Nation, artists find like-minded ambassadors in commerce to tap a new audience.

Today, a new creative map is taking shape, as the barriers between these businesses fall away, spurred by a swarm of adventurers and explorers (a handful of whom are highlighted in our graphic, at right). For companies and consumers, actors and artists, marketers and musicians, there is no turning back. On the contrary, this is the wave of tomorrow.

The 2010s aren’t the first time purveyors of technology, entertainment, and advertising have forged new ground. Back in the 1930s, they melded minds to make soap operas, a form that propelled the new medium of radio with sponsorship from some of the nation’s most famous brands, like Procter & Gamble and Lever Brothers. That successful dynamic also led to the popularizing of television in the 1950s and established what we now think of as the traditional entertainment business model. Read more: http://bit.ly/wmvPbN

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ANA Study Finds Branded Entertainment Widespread.

Madonna-

In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source. According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).
http://bit.ly/pm1ZG3


Merchandising, alternative advertising, inserts, DM, DOOH and bloggers in “Cars 2” marketing mix

From Marketing Daily

The promotional buzz for “Cars 2” started many, many weeks ago — both in the media and at retail — but should hit full pitch now that it has zoomed its way through an opening weekend. Despite a lot of yellow and red flags from critics (and, in fairness, a rave or two), the movie grossed $68 million on its opening weekend. That’s more than its 2006 predecessor “Cars,” which grossed $60.1 million out of the box and went on to earn $462 million worldwide, Michelle Kung reports in the Wall Street Journal.  Read the whole story  http://bit.ly/lFw6S0


Let’s Play

Social Games Are Glue For Brand Engagement.

Social Gaming panelists at the OMMA Social conference in New York on Thursday said the power of games to get people to engage with brands is driven by the addictive nature of the games, and if they are at the right place, they can have captive audiences who are also willing to share what they learn.

“Thirty percent of viewers of prime time TV are watching with another screen open,” said Jay Samit, CEO of SocialVibe. “It’s a great medium for storytelling, but why spend money on a Super Bowl ad and then ask people to go find it on YouTube?” He said SocialVibe worked with Kia to drive engagement within Zynga’s social games during the last Bowl Game. “We saw three-minute average engagement because they were still playing FarmVille.” Read the whole story here http://bit.ly/joeMkZ


Reaching Undeserved Communities via New Media

Soap Opera Demise Expands P&G, NBC Efforts.

The Procter & Gamble and NBC joint venture Petside.com is getting a redesign that includes new features like Pet Places, an online and mobile database of pet businesses in cities around the country.

The new site will have six new channels that include new community functions and new sections around pet nutrition, budgeting and living green, and blogs from pet experts. The site is also introducing a mobile app for iPhones and Android-enabled devices.

http://bit.ly/iqEPL0


Future of Marketing: Unilever’s Keith W

From BRANDWEEK

When Unilever’s Keith Weed thinks about the future of brand building, he points to an Axe-branded phone sold in Latin America.

To Weed, the chief marketing and communication officer at Unilever, modern marketing embraces the convergence of entertainment, media and brands. He reiterated that point several times Tuesday during an interview at the 4A’s Transformation 2011 conference in Austin, Texas.

“We’re going to have to make our brands much more media properties in [their] own right,” said Weed, who was interviewed by MediaLink chairman Michael Kassan. “We . . . have to connect much more with content and make our brands more relevant.” Read more http://bit.ly/hRMbIA


Organic brand integration

Brands Get Behind MSG’s ‘BNP Paribas Showdown’

TennisLegends

Forget that the players are past or approaching AARP age, the fans are still bringing the noise, and the marketers are lining up. The fourth annual “BNP Paribas Showdown” at New York’s Madison Square Garden on Feb. 28 will have more sponsors doing more activation than in the prior four years, which have seen the Williams sisters play each other for the Billie Jean King Cup, among other matches.

The forthcoming match features John McEnroe and Ivan Lendl in one set, followed by a best of three-set match between Pete Sampras and Andre Agassi. Read more http://bit.ly/fpaZWj


Time to think about other media & placement

Time to think about other media & product placement
Ignoring Internet Banner Ads. http://bit.ly/idAlAf


Paid Media Grows, Free Media Slows

This article by Eric Saas in DailyMediaNews covers a forecast for the communications industry from Veronis Suhler Stevenson. The forcast paints a bleak picture for traditional media with declines across 20 major communications industry sectors, all concentrated in the traditional media, including newspapers, magazines, broadcast TV, radio, traditional out-of-home and Yellow Pages.

The bright spot is digital and alternative marketing and advertising, which together will total almost $139.5 billion in 2013. Email marketing will grow by double-digits throughout the forecast period, contributing to an overall annual growth rate of 5.6% for direct marketing from 2008-2013.

Alternative segments, like branded entertainment and word-of-mouth, will enjoy a post-recession boom, with an annual growth rate of 12.6% from 2008-2013; VSS said branded entertainment in particular grew 12% to just under $25 billion in 2008, and will return to a cumulative annual growth rate of 9.3% from 2008-2013, putting total revenues for branded entertainment at about $38.9 billion in 2013.

Alternative advertising will grow at 12.3% over the same period, powered by online and digital out-of-home revenue.


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