Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic
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Steve Mullins, Content Director, brand-e Brands: the new entertainers
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Transcript of Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic
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
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
•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..”
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“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.
