Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic
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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
Brands: entertain & engage
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
Brands: the new entertainers
•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.