Post on 24-Jan-2015
description
Mark TerryCreative Directorbrand-e
Steve MullinsContent Directorbrand-e
Chris Clarke Chief Creative Officer Lost Boys international @albionics
Photo credit: Gaping Void
13 October 2010
TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. Then you upload the video to the creatives. You do the work; they still get paid.
Charlie Brooker
Brands need to be the content not the gaps
between content
Bye bye ads, hello content
“Branded content is a form of brand
communication that engages people by
giving them something of cultural value,
something that appeals to their interests
and passions, with the result that they
reward the brand with respect, loyalty and
commitment”
Branded Content That Matters
“Branded content is a form of brand
communication that engages people by
giving them something of cultural value,
something that appeals to their interests
and passions, with the result that they
reward the brand with respect, loyalty and
commitment”
Branded Content That Matters
“Branded content is a form of brand
communication that engages people by
giving them something of cultural value,
something that appeals to their interests
and passions, with the result that they
reward the brand with respect, loyalty and
commitment”
It’s time to be interesting, useful and
charming
Commitment
[WITTY IMAGE HERE]
Brands
Government
Fusion of CSR, sponsorship + marketing = cultural relevance and
real value
"Brands must think like media
companies. More content, more
quickly, more platforms. Content
as a dialogue not a monologue”
Nick Thomas, Forrester Research (via Twitter)
Advertising can’t do that. it’s too convinced of its own importance
and god-given “rightness”
The trouble is… there is
no “right”
The shit people care
about
The shit you do
“the good shit”
Really fucking simple engagement model
It’s not about one big idea. Do loads of things and see what works. It’s not about TV networks anymore, it’s about human networks.
VICE has been entertaining international youth for the past 15 years through a content ecosystem
The heart of the ecosystem is VBS.TV, our online broadcast network launched in 2007 with Creative Director Spike Jonze
PROJECT: AMNESTY
DATE: 10/11/201056
PROJECT: AMNESTY
DATE: 10/11/201057
Globo (Brazil)
Our content is now syndicated to TV channels around the world, and commissions are following - A new model of TV deals.
A New Model
Short form
Distribute through web
Find interest or not
Low risk
A New Model
Made for Web
Made for TV
Made for Film
Multiple Revenue Streams
What does this mean?
An idea, a story, a piece of content - can travel from print to web to DVD, mobile, TV, film, social media and beyond, to massive audiences across the world.
Great content means massive earned value
Brands like earned value.
The internet has changed media consumption.
Where audiences go brands follow.
There has been delineation between making advertising and buying media and making content and distributing it
The values we have learnt building a media company, about audience content and community are of value to brands, values like:
• - Interact in the audiences lifestyle environments• - Organic distribution creates and influences communities• - Aim to create fans of what you do• - Content done right is a great communication media
Online Pilot Success
Online Series
New Destination
Global TV Property
Motherboard would most likely never have been made through traditional commissioning, but is massively successful from an audience perspective. Brands can be good for creativity and audiences!
Brands have ROI requirements, filmmakers can shift their thinking and use that to their advantage. Brands are not just supplying funding, it’s in their interests to market and to develop new ways of reaching audiences, so they will invest in ways to distribute your creative if the proposition seems viable. This is good – more audience, more revenue streams!
Brands have ROI requirements different audience profiling, the resource of brand research and their knowledge and study of audiences is great information. Filmmakers should care about what people want to see, brands can help tell you this!
Some thoughts...
Done right (!) Working with brands can:
Get things MadeGet things SeenGet things MonetizedGet things Right!
Embrace it!
So
VICE has been entertaining international youth for the past 15 years through a content ecosystem
The heart of the ecosystem is VBS.TV, our online broadcast network launched in 2007 with Creative Director Spike Jonze
PROJECT: AMNESTY
DATE: 10/11/201071
PROJECT: AMNESTY
DATE: 10/11/201072
Globo (Brazil)
Our content is now syndicated to TV channels around the world, and commissions are following - A new model of TV deals.
A New Model
Short form
Distribute through web
Find interest or not
Low risk
A New Model
Made for Web
Made for TV
Made for Film
Multiple Revenue Streams
What does this mean?
An idea, a story, a piece of content - can travel from print to web to DVD, mobile, TV, film, social media and beyond, to massive audiences across the world.
Great content means massive earned value
Brands like earned value.
The internet has changed media consumption.
Where audiences go brands follow.
There has been delineation between making advertising and buying media and making content and distributing it
The values we have learnt building a media company, about audience content and community are of value to brands, values like:
• - Interact in the audiences lifestyle environments• - Organic distribution creates and influences communities• - Aim to create fans of what you do• - Content done right is a great communication media
Online Pilot Success
Online Series
New Destination
Global TV Property
Motherboard would most likely never have been made through traditional commissioning, but is massively successful from an audience perspective. Brands can be good for creativity and audiences!
Brands have ROI requirements, filmmakers can shift their thinking and use that to their advantage. Brands are not just supplying funding, it’s in their interests to market and to develop new ways of reaching audiences, so they will invest in ways to distribute your creative if the proposition seems viable. This is good – more audience, more revenue streams!
Brands have ROI requirements different audience profiling, the resource of brand research and their knowledge and study of audiences is great information. Filmmakers should care about what people want to see, brands can help tell you this!
Some thoughts...
Done right (!) Working with brands can:
Get things MadeGet things SeenGet things MonetizedGet things Right!
Embrace it!
So
Carl Christopher – Ansari #Brands and Film/ The PlayStation Way
Play Film
Thank you.
Do you have any questions?
Wander Bruijel, PR Director Philips
+ =
CHALLENGE INSIGHT OPPORTUNITY
Homogenous technical perception of the TV
sector ...
How to raise preference and establish a clear
identity?
Our consumers love the experience of ‘losing
themselves’ at the cinema and would love to recreate
that feeling at home.
Philips TV can be the brand to own and
enhance the experience of being
at the cinema at home
Why Is Cinematic Viewing Experience Our Vision?A journey we started in 2009 and are continuing...
Kar Wai Wong - There’s Only One Sun
Adam Berg - Carousel
Ridley Scott Associates - Parallel Lines
To entertain & demonstrate product benefits
Through interactive viewing experiences
Through interactive viewing experiences
Through interactive viewing experiences
Promoted to film loving audiences, off line.....
..and through social media
Johnny Hardstaff Director, Darkroom
NEWS FROM THE COALFACEOCTOBER 2010
A New Approach To Entertainment Partnerships
Film Tree delivers better value entertainment partnerships to
brands: Work up-stream with Producers/Directors Focus on movies/TV shows being produced in UK/Europe
Brand can receive Rich portfolio of assets – from digital to experiential Tangible ROI – opportunity to share in the financial upside
Flexibility on partnership models Production/Distribution investment Multi-platform properties Licensing/Merchandising
WHAT HAVE WE LEARNT?
FILM MAKERS & BRANDSHAVE TO STOP THINKING ABOUTFILM AS JUST “FILM”
RISKSHORT-TERM OPPORTUNITYAUDIENCE SIZEVALUE FOR MONEYCOMPETITION
BRANDS
Film Makers
Theatrical & DVD Releases
PlacementP&A
Rich Content/Activation Platforms
BrandActivationPlatforms
Retail PromotionsDVD X-Promotions at Retail
On-Air Sponsorship
Social Network CommunityBranded trailers
Brand Placement/Integration
Preview ScreeningsPremiere Sponsorship
PR Campaign
Tailor-Made Commercial
Screenings, competitionsMerchandise for Brand employees
Rich MaterialFor Webisodes/Virals
Some Examples….
An Old Example
So, if you’re a brand who appreciates film as a powerful creative platform…or a film maker who appreciates that he has great content for brands to exploit..
Call us on +447540617754
Babelgum is:• a streetwise video magazine that both inspires and showcases new and
emerging ideas and talents across music, film, arts and contemporary urban culture
• an interactive video portal for professionally-produced content around specific “passions” and communities – coming under the umbrella of an upscale, ‘hip’ demographic looking for alternatives to the mainstream
• available for free online and on mobile handsets• a creator of independent video production & online distribution – Babelgum
commissions original web series across all channels
More info:• Content (long and short) sourced from both major and independent
producers to support original productions• Destination for cutting edge brands and sponsors looking for online
opportunities• Full Digital Rights Management protection: streaming only; no downloading;
geographic blocking by country• 5 million unique users a month visiting www.babelgum.com. • 3 million Babelgum iPhone apps downloaded
What is Babelgum?
The Online Video Ecosystem
User Generated
Content
Curated – great selection of content for time poor audience
Creation of original films, documentaries, and web series
Repurposed Broadcast
User-Generated Content
Distinct editorial voice
Professional Content only
Curated Video Magazine
Original & exclusives series
• Focus on content that is underserved by mainstream media. • We have turned the traditional distribution models around – from online
last (after theatrical, TV and DVD sales) to online first (before theatrical, TV and DVD sales).
• Development of formats suited to online and mobile viewing – short, serialised.
• Clearly focussed on serving the needs of 25+ urban culture creatives.
• As opposed to TV, there is no ‘captive’ audience online• Content needs to be actively supported so it finds its audience, or a ‘quality’ audience • Babelgum use all marketing tools available on a case-by-case series
o Mainstream PRo Blog outreacho Social recommendation sites (Digg, Stumble Upon)o Social mediao Advertising & Key words Advertisingo Affiliate partners: Metacafe, Flavorpill, Time Out etc.
• Developing a good CRM is key.
Finding its audience
Custom ContentINSPIRED BY DESIGN is a series featuring amazing homes, using sustainable and affordable construction. Some homes display KOHLER bathroom or kitchen fixtures .
The series was developed in response to a RFP, and fit the editorial remit of Babelgum and its audience. Babelgum handled the production of the series and its distribution both online and offline - including launch on BG, PR and marketing, syndication to other platforms etc.
The Inspired By Design series has received over 6M views.18
Custom Channels Some brands are going further and are producing video content themselves.
They are keen to extend the reach of their content beyond their own website and captive audience.
While they appreciate the reach of sites such as YouTube, top brands are often concerned about their content being presented alongside UGC and the lack of control it entails.
They are interested in reaching a quality, audience
They like the idea of an editorialized, ‘safe’ environment which they have control over.
Trends in the advertising market
• Brands increasingly want to engage more deeply with their audience – they are keen to create content they can be associated with rather than simply advertise around it.
• This is particular true online where legislation is looser and audience participation opportunities greater [Ofcom new rules]
• Brands are also keen to participate in immersive experiences including both online and offline elements
• Brands do not want to be associated with UGC and the unknown of advertising on such platforms
• Most mainstream brands’s RFPs expect proposals that includes the creation and distribution of custom content.
• Brands often want the quality series AND the reach. Beyond the costs of production, there is a need to factor in an effective marketing and distribution strategy to achieve broad reach.
Steve Mullins, brand-e (Moderator)Chris Clarke, LBiAndrew Creighton, CEO of VICE Media Group Europe Carl Christopher-Ansari, Sony Computer Entertainment Europe Wander Bruijel, Philips Consumer LifestyleJohnny Hardstaff, Ridley Scott Associates Sabine Stork, Thinktank International ResearchJodie Fullagar, M&C Saatchi Sport & EntertainmentEd Sharp, Film TreeLaurence Billiet, BabelgumGreg Loftin, Sillwood Films