Steve Mullins, Content Director, brand-e

Brands: the new entertainers

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

235 million FBEuropean UVs (Mar-11)

More content for a‘marketing revolution’

Campaign migrations to Facebook, YouTube

Interactivity

Consumer input

Multiple platforms

Game-like

Deep media

All media

Non-linear,

participatory &

immersive

Highly personalised

steve@brand-e.biz

Brands: the new entertainers

•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

kanyewestKanye 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!

“Beautiful music! Like the song of the Sirens from Odysseus"

“Truly wonderful! I love the 90s version, however, as soon as I saw

the TV advert I was utterly transfixed. Beautifully done!”

“Looks like someone in the Axe marketing department has decent taste in music..”

3729

4336

6225

43321

7

“slightly spoiled by the fact that it’s currently

soundtracking a deodorant commercial”

JARVIS COCKER – BBC 6 MUSIC

“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

PART 2:

COOLER THAN

ANY LINE

www.tonic.fm

Thank you.