Branded Content - PANA Content_042711.pdf · THE GROUP / COMING SOON Our future projects and...
Transcript of Branded Content - PANA Content_042711.pdf · THE GROUP / COMING SOON Our future projects and...
PANA MEETING 28 APRIL 2011
Branded Content
Nelia Sutrisno
Chief Executive Officer
The Group Entertainment
EVERYONE TALKS ABOUT BRANDED CONTENT
// WHAT IS IT ANYWAY?
WHAT IS BRANDED CONTENT?
Pre-90s: it was termed a “tie-up”.
In the 90s: The explosion of blatant product placement, on television and in movies. //
example: the highly successful BMW campaign that stamped its mark on all three Bond films
which starred Pierce Brosnan.
circa 2000: Ironically as product placement became ubiquitous, the business model fizzled. Though people
were still talking about it – they also started to notice it less.
BRANDED CONTENT TODAY…
Present Day Scenario 1: Overt product placement Wherein the product shares as much screen time as the talent and in some cases, becomes the
focal point of the scene. //
example: Britney Spears’ “Hold It Against Me” music video blasted fast-cuts shots for Sony,
Plenty of Fish and yes, even her own fragrance.
BRANDED CONTENT TODAY …
Present Day Scenario 2: Co-promotion //
example: “The Greatest Movie Ever Sold” by Morgan Spurlock
A USD$1.5m documentary about product placement, financed by the very companies the
movie is profiling.
The docu-maker in Times Square, with the names of his film’s sponsors on his blazer.
Food for thought:
Is this Consumer or Corporate
manipulation?
ENTER / THE GROUP ENTERTAINMENT/
WHAT IS THE GROUP?
The Group is a concept shop focused on the business of global content
development with the aim of creating, sourcing and developing
intellectual properties which transcends all media platforms from
television, film, stage, digital media, to events that can appeal to
international audiences yet remain relevant to local viewers.
WHAT IS THE GROUP?
From interruption to attraction
We bring entertainment value to brands
and integrate brands in entertainment
We create entertainment based on things that really matter
Where consumer volunteer their attention
On-air Online On-the-ground
WHAT WE’RE UP TO
With today’s media consumption moving towards
With today’s media consumption moving towards
entertainment-on-demand there’s a need to supplement
traditional communication vehicles (e.g. TV commercials, print)
with branded content. Brand integration into entertainment and vice versa is a vital
ingredient to any successful marketing campaign
BRANDED CONTENT
Television Reality Series
“The Challenger” is about the quest of some of the
best Muay Thai fighters in the world today for the
TITLE BELT.
sanctioned by World Muay Thai Council
Television Reality Series
Reality Intense elimination Challenges Drama
The fighters will be featured in a 12 x 1 hour TV series on AXN starting
September 2011, ending with a 2-hour spectacular GRAND finale that will be
witnessed by 15,000 spectators.
CHALLENGER SIZZLER
Be Part of the Script
In Show Placement
In Show Placement
In Show Placement
Product Augmentation
THE GROUP / OUR EXPERIENCE
We are in the midst of producing our first multi-million dollar franchise, a television musical
extravaganza…
THE KITCHEN MUSICAL
A perfect platform for branded content opportunities
1. Blatant/overt Natural/incidental product integration that is not in-your-face and works for
the audience. example: a scene with a Nespresso coffee machine in the background.
2. Mutually beneficial relationship, example: Credit card signage on door and reception.
3. Character Trait (patented), example: a hypochondriac sommelier who pops a particular brand
of vitamin pills incessantly.
your brand name here
your brand name here
even here
or here
label
yes, here too
gadget
the film set = an advertiser’s playground!
even her! (character trait)
THE GROUP / COMING SOON
Our future projects and potential for Branded Content Advertising.
MOVIE/ TV Forget Not: You won’t know your future until you go back to your past…
DIGITAL/TV Happy Find: A television series with a digital soul. //
Potential: Sponsors have direct reach to the audience as we are eschewing the traditional
website to leverage existing popular social mediums like Twitter, Facebook and YouTube.
ONLINE The Playgroup is our digital play-space, from Animation to
Dramatic Shorts to Media Apps. //
Potential: As limitless as our imagination!
WHAT WE’RE UP TO
THE MATH OF THE NEW PARADIGM
BRANDED CONTENT
Over a CUP of COFFEE?
WHAT WE’RE UP TO
ADVERTISING AGE REPORTS:
Brands in PRIMETIME should have a reason to be there.
and if DONE CORRECTLY,
it will help them pole vault the INDUSTRY to a new LEVEL.
BRANDED CONTENT
A r e
ready to MOVE to the NEXT level?
YOU