This is an introduction to Branded Entertainment that I gave at the Branded Entertainment Conference held in Johannesburg in March 2010. I have included notes on a number of the slides that may be meaningless without a talking head in front of them. The presentation is best viewed in conjunction with Doing The Deal in Branded Entertainment presentation which I also gave at the conference and have uploaded.
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1. branded entertainment conference johannesburg march
2010
2. branded entertainment is the integrationof a product or a
brand into a piece ofentertainment 3. branded content is when the
brand becomes or provides the entertainment 4. branded content is
original programming that a brand owns rather than rents, and the
storyline or the program subject matteremanates from the brand dna.
doug scott executive director branded content ogilvy & mather
5. Branded entertainment in the late 19th century? Edouard Manets
1882 painting of the bar at the Folies-Bergre clearly favours Bass
beer over other beverages by showing its label. 6. In the 1890s La
Diaphane powder advertised that performer Sarah Bernhardt wore
their product on stage. 7. The brothers Auguste and Louis Lumire
included Sunlight soap in certain lms made in 1896. 8. At the
beginning of the 20th century, Model T Fords were included in the
comedies of Mack Sennett and were listed in the credits of the
movies. 9. 13772 102669363 7557 73 53 most placed brands in major
commercial lms 2001 - 2010 10. South African publisher NB
Publishers has featured a number of their world-famous authors in a
popular television series. 11. Clip from Casino Royale showing the
Omega watch placement. Widely regarded as one of the most forced
product placements. 12. 96,75 4,52,2502004 20052006 200720082009
2010 Actual & Projected Increase in Global Product Placement in
USD Billions(Extrapolated Projections from PQ Media Research) 13.
photo by tambako the jaguar The lions share of product placement
spend still goes to television and lm. America is the main market
for product placement, but the practice is growing elsewhere. 14.
things are changing 15. Video of the directors cut of Nikes Take it
to the Next Level, one of a new crop of short branded content lms.
Next slide shows photos from short lms by Chanel and Lux. 16. The
BMW series of branded content lms introduced the concept of short,
entertaining lms made by brands and delivered primarily via the
Internet. 17. photo by matthew 18. photo by onkel wart supremacy of
the 30ad goneexponential growth of online video changed media
landscape 19. so brands started to create their own content, known
as webisodes, to advertisearound, reviving a strategy from the
early days of radio and television 20. Easy to Assemble is a web
series created for Ikea by actress Illeana Douglas and garnered
over 5 million views in its second series. Features a host of
well-known actors. 21. Dove adapted the Ugly Betty television
series for the Chinese market and created Ugly Wudi taking the
concept of branded content to new heights. 22. would they be
building video games today? 23. photo by 24. (takes a) Chanel
lippalette from her LouisVuitton clutch(like) Pierce Brosnan in an
Armani suit consults her platinum Cartier watch that hung
delicately on her slender wristeffortlessly lifted acase of
Budweiser Brands are also nding their ways into the story lines of
novels. 25. debate whether realism orcommercial opportunism 26.
Bulgari admitted to paying Fay Weldon to heavily feature their
brand in her 2001 book, which even incorporated the brand into the
title. 27. Building on its short lm series, in 2006 BMW
commissioned writers to produce short stories featuring their cars.
28. Supa Strikas is a soccer-themed comic that prints 1.4 million
copies per month in 16 countries. Brands are inserted into the
comic frames and use story characters in ads. 29. insert brand
here(with or withoutbrands consent) photo by selva 30. Cars and
alcoholic drinks often feature by name in rap music emerging from
the United States. 31. Brands featured unwillingly in rap music can
be a double edged sword, with musicians either praising or
criticizing the brand. 32. UK government to allow limited
commercial product placement on British television for the rst time
and is expected to bring in $100 million in rst year - 16 September
2009Publicis Worldwide, noting the increase in branded
entertainment, launches London-based branded- entertainment
division - 5 October 2009 News Corp, following lead of other
broadcasters, creates Fox Digital Studios to focus on branded
programming - 19 October 2009 33. but not everyone is happy with
the concept of branded entertainmentPhoto by Darwin Bell 34.
Electronic reader and computer tablets are going to change how
content is delivered, throwing the current advertising model out of
the window. Branded content offers a solution. 35. Trailer of the
upcoming movie The Joneses were products are inserted into the
lives of a fake family essentially creating a branded experience
for their friends and neighbours. 36. patrick collings sagacitee:
[email protected] m: +27 (0)83 616 0967 w: www.sagacite.co.za
b: www.collings.co.za t: pjcollings (follow me on twitter)
