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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
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Transcript of Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
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A very brief history of Branded Content
BC 1.0 – Event/TV show Sponsorship BC 2.0 – Product Placement • Guru – Hero Cycles, Bobby – Rajdoot Motorcycle, Black Eyed Peas ‘I’ve Got A Feeling’ – Nokia
BC 3.0 – Content Creation • Coke Studio, Dewarists, Hero Roadies BC 4.0 – Next is what?
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A brand is merely a brand, an inanimate object, until enough people care about it
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Once enough people care, they
congregate & form a community around
the brand
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The confluence of the congregation creates
an energy field around the brand
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The energy field then reaches a critical mass, and as an organic force of
nature, breathes life into the brand
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It is at this point that the brand develops a
heartbeat and becomes a living, breathing entity
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This phenomena is known as…
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The heart & soul of the brand is a a collective
reflection of the community of people
that give it life.
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The brand belongs to them and its future is
now in their hands
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The Role of Marketers now becomes to
facilitate the interaction between the brand & the
community to which it belongs
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! !
Branded Content 4.0!Co-Created Content!
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• And the vehicle by which the brand gets around is called….
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To Live Brand experience Stores Exclusive Outlets Website Blog
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To Play Events Roadshows Branded TV show
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To Mingle Social Media App Gaming Loyalty/Ambassador/CRM programs
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To Learn & Grow Consumer-fueled Innovations Customization Options Consumer-generated brand decisions
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Is Coke Studio BrandALIVE?!
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2007
2008
2011
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Coke Studio is BrandALIVE!
• In Pakistan, the show airs on over 23 channels • Time magazine once called it “one of the 10 best things to happen to Pakistan” • 39.3 million youth were reached via the TV show in India • More than 4 Million radio listeners across 29 cities in India • 700,000 Facebook fans in India & 1 million+ in Pakistan and counting • 75,000 subscribers & 50 Million+ views on YouTube collectively • India website garnered 100,000 visitors in 3 weeks • More than 10 million Mobile downloads thru BluFi • 16 Live concerts took place across India to reach & engage directly with over 10,000 fans • CD album sets in India went platinum within weeks • Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
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Platinum Rules of Engagement!§ Be relevant!
§ Generate attraction!
§ Be transparent / generate trust!
§ Be authentic!
§ Invite interaction!
§ Allow customers to share control!
§ Celebrate aesthetics!
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But most importantly…!
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