This document discusses how branded entertainment is replacing traditional advertising by integrating brands into creative video content. It provides examples of companies that have funded their own web series or micro-series to promote their brands through storytelling. The document emphasizes that in the new "Web 3.0" world, consumers control what they watch, when and how they interact with content. For brands to succeed, they must tell great stories that engage audiences and seamlessly integrate their brand.
Branded entertainment and integration in a web 3.0 world
1. Is Your Company Ready
for the 3.0 Shift?
Branded Entertainment Replacing …
Traditional Advertising and Marketing
The Birth of On-Line TV
2. Integrating BRANDS
With Creative Production
And 360 Audience Reach
IS OUR
PASSION
Turn to last page to see a list of services we can provide your Company
3. In 2010 – the State of Things … BRAND integration in
entertainment content is
evolving faster than any
medium on the Web and in
Broadcast Portals.
BUT … Why in a Web Series
Or An Interstitial?
6. In this Web
3.0 World
Consumers Rule
All Choices
ON DEMAND!
7. In This Web 3.0 World
TECH: CONSUMERS RULE CHOICE OF:
4G Phones
360 On-line What they want to watch
Platforms:
iPhone
Android When they want to watch
Tablet PCs
•iPad
•Dell Streak
How they will INTERACT
•CISCO Cius
8. Old Web 2.0 World of AD CLUTTER Fades
2010 AND BEYOND
Where BRANDS competed for market share with:
:30 second spots
Banner Ads on the Web
Pre-Roll and Post-Roll Ads in On-line Videos
Web 3.0 World of
BRAND INTEGRATION
Where a BRAND is SEAMLESSLY integrated
into the story line of:
WEB SERIES, LONG AND SHORT FORM ADS, AND INTERSTITIALS
WHICH ENTERTAIN, ENGAGE AND CAPTIVATE
9. 2010 AND BEYOND In This Web 3.0 World
STORY is KING and QUEEN
STORY LINE = CONSUMER ENGAGEMENT
CONSUMERS DEMAND AND
VOTE WITH THEIR MOUSE!
TO COMPETE AND STEP OUT OF CLUTTER:
BRANDS MUST:
TELL A GREAT STORY WHICH ENGAGES AN
AUDIENCE AND
INTEGRATE THEIR BRAND INTO THAT STORY
10. Social media, UGC*, and new
web technologies now change
the way your customers interact
with each other –
and interact with your BRAND!
* UGC=user generated content
11. Viewing habits have now
changed dramatically in
the course of just one
generation.
Generation Y’ers, X’ers and Baby
Boomers Share On-line HABITS
Of CONTENT CONSUMPTION …
12. Internet now overtakes TV in 2010
“Europeans will spend more time on the
internet than watching television by June
2010, according to research by
Microsoft.”
Microsoft Research, April 2009
13. In WEB 3.0
BRANDS DEMAND METRICS FOR THEIR
AD AND MARKETING DOLLARS
IPTV ENTERS THE MARKETPLACE
Which combines ONLINE Internet Content with
BROADCAST
18. What is … ?
Branded Entertainment
Original entertainment content,
distributed in 360 degree REACH through:
online broadband, broadcast or narrow cast
portals
and mostly spread through Social Media
WHICH …
22. BRAND
Integration
3.0
According to Myers Publishing,
branded entertainment, including
product placement, is one of the
fastest-growing advertising media.
In 2009, $9 billion was spent in the
space, growing 4% from the previous
year and accounting for 4.5% of the
total media share.
23. In the report, titled "Branded Entertainment Marketing Forecast 2008-2012,"
PQ Media defines branded entertainment marketing as event sponsorship
and marketing, paid product placement, and advergaming and webisodes.
Event sponsorship spending rose 12.2% to $19.18 billion in 2007, paid product
placement grew 33.7% to $2.9 billion, and advergaming and webisode
spending increased 34.8% to $217 million. While it's the smallest branded
entertainment segment, advergaming and webisodes is the fastest growing,
climbing at a 51.7% compound annual growth rate from 2002 to 2007.
The outlook for branded entertainment marketing through
2012 is for double digit growth overall despite slower
economic expansion.
The sector is expected to grow at a 12.8%
compound annual growth rate from 2007 to
2012, exceeding $40 billion.
24. “…Now we're moving into a
programming universe where the
advertisement is part of the
show.”
“… the fact is that traditional forms of advertising -- the minute-long spot;
the 30-second spot; the split 30s, [which are] two 15-second ads, and so
on; the magazine ad; the newspaper ad; the billboard -- it might seem
that many of them are being phased out.”
26. Branded Entertainment
and BRAND INTEGRATED ARE:
CONTENT Conceived and Produced by
Corporations
Integrating Their Own Products …
Into Engaging Story Lines
28. Following the pattern of the
1950’s and 1960’s, brands
begin to create their own
webisodes advertising their
products or services around
the web and on TV as micro-
series
29. For marketers, the Internet represents an opportunity to talk directly to
consumers in whatever form they choose rather than fit into the 30-second
pods or product-integration opportunities that TV networks make available to
them. While many top brands maintain elaborate Web sites, few have gone to
the length of defining themselves as entertainment channels.
In 2001, another car manufacturer, BMW, played a pioneer role in this form of
entertainment, introducing a series of branded short films for the Internet
titled "The Hire."
Product: BMW Car as a Character
30. Why Maybelline Funded The Broadroom Web Series
Lesley Jane Seymour, More's editor in
chief, pointed to recent data that showed
women over the age of 35 -- the 55-plus
demo in particular -- are among the
fastest-growing and biggest users of the
web, not to mention the recession's most
active consumers.
Lipstick isn't the only product "The Broadroom" is pitching. Ellen Archer, founder of
Voice, a female-focused imprint of Hyperion Publishing, expects the series to have a halo
effect on Ms. Bushnell's book sales as well. "Candace is one of those authors who has
the ability to transcend. She has the opportunity with these webisodes to reach this
whole new audience who loves her, from college kids who still watch 'Sex & the City'
repeats to the older woman who's active in the digital space."
31. Even Candace Bushnell is scaling down in a recession. The author, whose career
has spawned a hit HBO series and accompanying blockbuster movie ("Sex & the
City"), two seasons of an NBC drama ("Lipstick Jungle") and society-obsessed books
such as "Trading Up" and "One Fifth Avenue," debuts her first web series this
week, with an all-star cast and content partners that belie its small budget.
32. It started as a Webisode
Show Funded by $50K
from IKEA …
SOURCE: PRWEEKUS
…and rapidly went here …
-- CBS picks up YouTube show: Comedy
seriesEasy to Assemble, has just been
picked up by CBS ( NYSE: CBS), after
having garnered 300,000 views on
YouTube and spending just five days on
the video sharing site. CBS's TV.com will
be broadcasting the new episodes, which
spoof Ikea employee training videos
featuring Illeana Douglas, Jeff Goldbum,
Tom Arnold and more.
SOURCE: WASHINGTON POST
Product: IKEA storefront as set and all
IKEA PRODUCTS
33. 2008 – Unilever’s DOVE funds “Fresh Takes” as an
entertaining BRAND INTEGRATION Series
Women turn to all sorts of places for advice and
stimulating conversation, from “The Oprah
Winfrey Show” to their next-door neighbors.
But are they ready to take their life cues from a
soap company?
Dove is betting several million dollars that the
answer is yes. The hair- and skin-products
maker owned by Unilever is trying to create a
new online community for women that offers
entertainment, blogs, advice and advertising.
34. Unilever, too has gotten into the
micro-series action. Singer Alicia
Keys was selected by Dove and MTV
to star in their "real beauty" micro-
series called "Fresh Takes." The
series revolves around a group of
twenty something year old females
and the pressures they must
overcome in order to pursue their
dreams. Each mini series aired as a
commercial intersitials during the
March 24th 2008 premiere of "The
Hills."
The micro-series is intended to
promote the new Dove products
while confronting the issues of the
self-esteem.
Products: All Dove products and featuring a
natural look and feel …
35. Inspired by best-selling “chick-lit” author,
Jane Green, "Fresh Takes" uses
entertainment and humor to give viewers a
look at three 20-something girlfriends as
they put their everyday pressures in a fresh
perspective. Using the budding micro-
series TV format, "Fresh Takes" will
broadcast three-minute episodes
nationwide during "The Hills," MTV's No. 1
show for 20-something women, over a five-
week period beginning March 24 (10 p.m.
EDT / 9 p.m. CDT). The micro-series was
created and produced by MindShare
Entertainment and MTV.
CLICK BOX ABOVE TO WATCH
WHY DID DOVE CREATE THE SERIES? According to recent Dove research, 68
percent of 20-something women believe that their lives would be much more
fulfilling if they did not put so much pressure on themselves. Dove wants to give
women in their twenties a fresh perspective and help, recognize a wider definition
of success and ultimately feel beautiful.
36. Dove Creates its Own Digital Channel Bringing Fresh Takes to You
With Original Content Women can interact with "Fresh
Takes" in several ways, including
viewing content on their PC or
mobile phone. All five episodes will
be available on
www.dovegofresh.com after each
air-date as well as exclusive behind-
the-scenes footage of Alicia and the
entire cast. Episodes will also be
available on
www.dovefreshtakes.mtv.com.
www.dovegofresh.com can be found
on the new dove digital channel,
www.dove.com, a consumer
destination site that brings Campaign
for Real Beauty and the Dove
product portfolio to life for visitors.
37. WHAT’S NEXT?
Taking a NY Retail Maternity Store and Its Owner Rosie Pope…
Turning Both into Characters and a
Story on-line into an INTEGRATED Webisode Series
38. Pregnant in Heels will star Rosie Pope, who operates Rosie Pope
Maternity business -- a high-end maternity brand for "sophisticated urban
mothers." In addition, the series will also follow Pope as she advices her clients
on everything from planning baby showers and hiring staff to decorating
nurseries and organizing Brazilian waxing for the labor room.
39. YouTube Based Web Series Funded by DKNY
Product: “Femme for DKNY Jeans”
42. Lexis Funds Web
Therapy Series
Shown Only At its
On-line Channel
Now there's a new entrant in the genre of "webcam narrative": Web Therapy
starring, co-written and co-produced by the brilliant Lisa Kudrow. But Web Therapy
as the name might imply, is not another one-sided windbag borefest, it's -- hello --
actual two-way conversations that purportedly take place in real time (just 3
minutes per session!) over dual webcams between annoying psychologist Dr. Fiona
Wallace and her exasperated patients. What a simple, yet clever idea! One that
makes sense that it occurs over webcams. T he initial episodes of Web Therapy --
each co-starring Bob Balaban Tim Bagley -- are terrific viewing, and really hilarious.
It's the very first web series where I thought "I'd watch every episode" and that's
really saying something. T here needs to be more stuff like this. Kudos to Kudrow
and her collaborators for this little gem of a show.
43.
44. “In the Kitchen”
10 Webisodes
in Production
Beginning
March 2010
"Branded entertainment campaigns have proven to be
very effective in communicating the brand's essence to
a very targeted audience," said Richard Shore, COO,
RedLever.
"Our team is providing Jenn-Air with a web series that
will reach the right audience at impression levels
that guarantee boosted awareness of its super
premium line of kitchen appliances."
Product: Jenn-Air Kitchen
Products Featured in Series
45. On January 24, CBS will debut a "micro-
series" called The Courier. The first sixty-
second segment of the show, which will
air during the first commercial break of
CSI: Miami. It will be followed by shorter
segments which will also air during the
first commercial break of the 9 p.m. hour
during following days. The series will
conclude on February 1. The series will
center on a man who must perform death
defying feats in order to save his
kidnapped wife. Famous BASE jumper Iiro
Seppanen will star.
The series will also be available
online and via mobile phone.
Product: GM/Pontiac
Products
46. TBS's micro-series "Commuter Confidential."
In 2008, TBS debuted a two minute episode
of "Commuter Confidential" featuring Revlon
products and Match.com, during "Sex and the
City." The micro-series plotline mirrors the
comedy of the HBO produced Sex and the
City. "Confidential" features four female
characters and their diverse ways of dealing
with the world around them.
Products: Revlon cosmetic products
and MATCH.COM dating service
47. Sometimes a spin-off micro-
series is created from a popular
TV show, for example, NBC's
prime-time hit, Heroes. In
November 2008, Sprint Nextel
sponsored a four-episode micro-
series called Heroes: Destiny on
mobile, online and television.
Each five to seven minute
episode would debut on Monday
nights. The micro-series featured
Sprint's Instint phone in some
scenes in what David Lang, head
of MindShare Entertainment,
calls "subtle integration." Sprint
ads also aired adjacent to the on-
air promos.
Product: Sprint-Nextel Instint
Cellphone
49. So what is the future of successful marketing &
advertising?
Future success will depend on the ability to initiate
experiences that evolve, adapt, and are contributed to
by your consumers.
Introducing 360 Degree
Multiplatform Marketing
and Distribution of Engaging
Video Content
50. Engaging or Compelling Content is
All “Story Based”…
It Can be Actual Stories About Your Company
Your Products
Testimonials About Your Products
OR
A Fictional Series which seamlessly Integrates
Your BRAND
as a Character or Theme into the Series
51. Q1: Why Do Consumers Want to
Repeat, Share or Talk About
Your Company or Product Story?
• Compelling stories about real people in real situations are the currency of
far-reaching, emotional impact.
• Stories motivate, persuade, inform and inspire. Stories are memorable
and powerful. They can be cathartic. They move us.
• Strange then, how stories and storytelling aren’t used more in the chatter
of the workplace. We’re faced with a remarkable amount of complex,
abstract, dry and one-way words and principles when a simple, memorable
story about a person faced with a particular dilemma who took a particular
course of action to help out a colleague or customer could just say it all in
an instant. And if we spent more time using inspiring stories to illustrate
success we could actually change the way people think and do things.
52. Q2: Why Does Your Staff Need to Know
and Watch Your Corporate Story?
Life would be easier for most businesses if staff could be made to buy into
the ethos and direction of the organization. Not just understand it, but really
take the key values to heart to the extent that the very way they carry out
their everyday work is affected.
You can bombard them with policies, mission statements and various other
motivational garb, yet what they really need is something simpler that not
only delivers your key message succinctly but is also instantly understandable
and, most importantly, memorable.
This isn’t a new idea; managers have been using narrative in
business advertising for ages. It’s only in the last few years that
a number of leading companies have realized the value to be
had from using stories to motivate their staff.
53. Q3: Why Must the Stories Make an
Emotional Connection with:
The Consumer or the Employee?
Engagement and emotional connection
can only truly be achieved when a
person aligns their personal journey
with that of the organization.
When the two align, and that
individual’s able to discover the
personal role and contribution he or
she can make, the sense of ownership,
empowerment, belonging and meaning
can have an immediate and dramatic
effect on his or her beliefs, attitude and
actions.
CLICK BOX TO WATCH
55. BRAND Integrated Marketing
User testing of product
User
Will
Market research
User USER User
Need CENTRIC Mean
User communication
User
Product concept definition Goal
56. Web 3.0 Usages
Listen to Conversations!
User-Generated Content
Users generate content on-line
User Ratings
Users rate the content
User Communication
Users Communicate About the Content
RESEARCH, RESEARCH, RESEARCH
Click on box above to watch
57. On-line and Off-line Tools
Social Media
Brand Users talks and shares
about the BRAND
outside the boundaries
On-line and of the BRAND.
Off-line
oForums
oOnline Communities
•Marketing oBlogs
Communications oVlogs
•E-Communications oSocial Networks
•Sponsoring oBookmarking
•Multi Media oDigg
•Print Media oStumbleupon
•Events oDelicio.us
oTwitter
58. RESEARCH, RESEARCH, RESEARCH
Daisy Whitney's The New Media Minute is
a weekly show covering the business of
online video. The New Media Minute is
the only Webcast that offers the inside
scoop into how the white-hot business of
Web video operates. As a reporter, Daisy
covers new media for NBC’s KNTV,
ABCNews.com, Beet.TV, MediaPost and
others. She is one of the first journalists
to launch her own online newscast that
covers the business of Internet video – the
New Media Minute. Her work is regularly
read and watched by executives across the
television, cable, advertising and Internet
businesses. She also hosts the top-ranked
iTunes audio podcast “This Week in
Media,” which you should totally subscribe
to.
.
60. Futurescape, which researches the latest developments in the
dynamic Web TV sector to provide in-depth analysis of new
Internet TV series, business models, sponsorship and audience
interactivity, today publishes the second edition of its report
The Birth Of Online TV.
The report identifies three major trends in original online TV
series.
Trend 1: Increasing numbers of famous actors,
producers and directors are launching Internet
TV series, with blue chip sponsors
Futurescape co-founder Özlem Tunçil said, "In the 15 months
since the first edition of our report The Birth Of Online TV,
Web shows have progressed from experimental projects to
become creatively and commercially successful productions in
their own right. Web TV offers a new, more interactive
medium for stars to reach fans. Futurescape's reports explain
the commercial models in online TV series and provide crucial
insights for producers, actors, agencies, brands and
broadcasters to seize the initiative."
61. Trend 2: Sound business models and commercial
opportunities are emerging
The maturing Web show market offers actors and producers proven ways to benefit
commercially as well as creatively. Major advertisers increasingly appreciate how
Web series can enhance a brand's image and connect it with specific demographics
or online communities.
Digital download sales: Buffy creator Joss Whedon self-funded superhero musical Dr
Horrible's Sing-Along Blog with a $200,000 budget. The production has been
distributed online via video aggregator Hulu, with advertising, and as a paid-for
download via Apple's iTunes, before its DVD release. Whedon says the show became
profitable from downloads alone.
Major brand sponsorship:
Many web series are fully-funded by international brands.
Lisa Kudrow's comedy Web Therapy is backed by Toyota's Lexus. Maybelline
sponsors Candace Bushnell's comedy The Broadroom.
62. Keanu Reeves stars in Spärhusen, a musical comedy about
a fictitious Abba-style Swedish Seventies rock band.
Candace Bushnell (Sex and the City creator) has premiered
her business comedy The Broadroom, sponsored by
Maybelline.
Hilary Duff (Lizzie McGuire) has debuted her YouTube
series The Chase, featuring her fashion collection, Femme for
DKNY Jeans.
Lisa Kudrow (Friends) co-created and stars in comedy Web
Therapy, sponsored by Toyota's Lexus.
Joss Whedon (Buffy the Vampire Slayer creator) produced
superhero musical Dr Horrible's Sing-Along Blog, profitable
from iTunes video downloads.
Felicia Day (Buffy actor) co-created and stars in Microsoft-
sponsored online gamer comedy The Guild: a song from it hit
no.1 on iTunes music video downloads.
Ashton Kutcher (Punk'd) launched reality series
KatalystHQ, sponsored by Nestle Hot Pockets.
Miley Cyrus (Hannah Montana) stars in reality series The
Miley and Mandy Show.
Director Bryan Singer (X-Men) is working on a scifi Web
series.
Director Ridley Scott (Gladiator) is backing scifi production
Purefold.
63. Trend 3: Web shows will break out across
the entertainment sector generally
The Guild also demonstrates how a Web series can successfully break
through into other forms of entertainment. To promote the show's
third season, the producers created a music video with an original
song, Do You Wanna Date My Avatar, uploaded it on YouTube and
invited fans to buy the song as iTunes and Amazon downloads.
Without a conventional marketing campaign or record label, the song
gatecrashed the music download charts, going to no. 1 on Amazon
Directed by MP3 downloads and no.1 on iTunes music video downloads,
overtaking acts such as Black Eyed Peas. Keanu Reeves comedy
Joss Whedon Spärhusen will release a whole album by its fictional band.
Futurescape co-founder Colin Donald said, "Felicia Day and The Guild
Web series are popular with online gaming fans. Their music video
success demonstrates significant opportunities for other artists such as
Miley Cyrus and Hilary Duff who already have large fan bases and their
own Web series."
"Creating your own Web series gives an actor, producer or director a
springboard to take the intellectual property, such as characters and
storylines, across many forms of entertainment, from music to games
to books."
68. THE WEB 3.0 WORLD: THE LANGUAGE:
•BRAND funded and owned
… there’s is the new language CONTENT,
of branded content. • TransMedia storytelling,
Corporate investment in this CONTENT no longer •BRAND integration within and
carries the risks and lack of accountability associated engaging story line,
with passed case histories.
•Co-sponsored Multi-platform
The journey of your audience of consumers can be distribution,
measured at every touch point, every entry point into •
the story line … and then, analyzed with metrics •360 REACH strategies to audience
optimized to dynamically deliver the greatest “ROI’” •
and “ROO” for all CORPORATE STAKEHOLDERS of that •SOCIAL MEDIA leveraged
content [i.e. owners, sponsors, advertisers]. conversations about BRAND
content,
WE NOW HAVE powerful new weapons in OUR DIGITAL •
ARSENAL and its OUR PASSION, the TRANSMEDIA •Monetization of all content with
MARKETERS AND PRODUCERS, if you like, to work ads and merchandising
closely together with long-form content creators and
BRANDS to IDEATE, CREATE, PRODUCE AND DISTRIBUTE
Multi-platform, Transmedia ENGAGING CONTENT in
the service of our clients.
69. Our SERVICES for BRAND Integrated Content :
WE work with innovative BRANDS TO:
INTEGRATE AND ACTIVATE your messaging strategy with quality
entertainment in created digital content
DISTRIBUTED across MULTIPLE consumer entry and touch points
Creative Services: HD Video Production
Services:
•Ideation
•Power Point Presentations •HD Video
•Story Boarding •Sound Scoring
•BRAND Integration Strategies •HD Editing
ON EACH PROJECT … •Scripting •HDR Photography
•Viral Marketing Strategies •3D Graphics and Motion
WE WORK AS A COLLABORATIVE TEAM •Distribution Strategies •Animations
•Website User Interface and •Simulations
… but you work with one CONTACT : Video Platforming with 360 •Flying Cameras
Degree REACH •VFX and SFX Post Production
Our Assigned: Creative Director •eCommerce Interactivity in our own studio
•Video monetization and
merchandising strategies
70. Our PROCESS for Branded Integrated:
EXPLORATORY PHASE: A No Obligation - 1 Hour Telephone or SKYPE
Call Consultation with Your Marketing Department ---
AFTER WE LOOK AT YOUR WEB SITE AND CURRENT MARKETING MATERIALS
IDEATION PHASE: We work out a TERM SHEET and Agreement for a
consulting or production relationship with your company . We analyze your
current BRAND communications and integrate a messaging plan within up to
3 alternative storyboards with structural narrative and story line dimensions
for a digital series story line or format. We include in that strategy 360
degree online TransMedia multi-platforming and eCommerce ready, new
website wireframe delivery options and a full budget for your approval.
CREATION PHASE: You review the budget and storyboards and then
comment and make suggestions. We revise our storyboards accordingly and
arrive at one which you approve. It then goes into production.
71. Collaborative Team
With Strategic Affiliates and
Collaboration and New Business Development
Preferred Vendors of TLP Strategic Affiliations and Partnering
CONTACT: “JT” Thayer
The Legacy Productions, LLC HD Production, Studio Production Scheduling
CONTACT: David Petty
Features both in-house and 3rd party creative and 3D, VFX and Post Production
production talent as a Collaborative Team. Our Clients CONTACT: Jody LaRue of VFX Direct
however work with one Creative Director on each Project: Motion Comics and Comic Book Enhanced Video
Productions
CONTACT: “JT” Thayer
DEPENDING ON THE PROJECT,
FOR MOR INFORMATION CONTACT:
Our Collaborative Team for The Legacy Productions
BRAND Integrations Includes: 603-729-3066
EMAIL US HERE
Let’s Go Hollywood, Inc. for brand integration,
Anthony Annucci for Sound Scoring,
VFXDirect, LLC for 3D, Motion graphics, VFX, animation,
gaming, and post production,
M2 Action for comics , motion comics , live action and
gaming,
Vimation for website wire frame creation with
eCommerce solutions,
Stealth Marketing for in digital video micro ads creation
For Complete List Contact Us: