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?

A brand is merely a brand, an inanimate object, until enough people care about it

Once enough people care, they

congregate & form a community around

the brand

The confluence of the congregation creates

an energy field around the brand

The energy field then reaches a critical mass, and as an organic force of

nature, breathes life into the brand

It is at this point that the brand develops a

heartbeat and becomes a living, breathing entity

This phenomena is known as…

The heart & soul of the brand is a a collective

reflection of the community of people

that give it life.

The brand belongs to them and its future is

now in their hands

The Role of Marketers now becomes to

facilitate the interaction between the brand & the

community to which it belongs

! !

Branded Content 4.0!Co-Created Content!

• And the vehicle by which the brand gets around is called….

To Live Brand experience Stores Exclusive Outlets Website Blog

To Play Events Roadshows Branded TV show

To Mingle Social Media App Gaming Loyalty/Ambassador/CRM programs

To Learn & Grow Consumer-fueled Innovations Customization Options Consumer-generated brand decisions

Is Coke Studio BrandALIVE?!

2007  

2008  

2011  

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

Platinum Rules of Engagement!§ Be relevant!

§ Generate attraction!

§ Be transparent / generate trust!

§ Be authentic!

§ Invite interaction!

§ Allow customers to share control!

§ Celebrate aesthetics!

But most importantly…!