http://brandedentertainmentonline.de/ Branded Entertainment Online - kurz: BEO - ist die News- und Austauschplattform zu den Themen Product Placement und Branded Entertainment in Deutschland. Ziel von BEO ist es, den Informationsaustausch zwischen den Marktteilnehmern zu fördern. Die UFA brand communication, @radical.media und HMR International veranstalten in der Bertelmann-Repräsentanz in Berlin vom 23.01.-24.01.2012 einen Workshop zum Thema Branded Entertainment. Das Ziel dieses Workshops ist es, zentrale Begrifflichkeit zu definieren, einzigartige Wirkungsweisen des Kommunikationsinstrumentes aufzuzeigen, sowie die Anknüpfungspunkte für Marken, Vermarkter, Medienproduzenten und Medien aufzuzeigen. Der Workshop wird hochkarätig besetzt sein: Gregor Gründgens, Director Brand and Marketing Communications, Vodafone, Düsseldorf, Evan Schechtman, CTO, @radical.media Inc., New York, Ariane Gut, Global Brand Research Director, FremantleMedia, New York, Wolf Bauer, Vorsitzender der Geschäftsführung, UFA Film & TV Produktion GmbH, Potsdam, Marcel Loko, Geschäftsführer & Gründer, Zum Goldenen Hirschen GmbH, Hamburg, Ivo Hoevel, Senior Vice President Marketing, Sky, Unterföhring, Markus Großweischede, Marketing Director, Hasbro Deutschland GmbH, Dreieich, Sabine Eckhardt, Vorsitzende der Geschäftsführung, SevenOne AdFactory GmbH, Unterföhring Lars-Eric Mann, Verkaufsdirektor, IP Solutions, IP Deutschland GmbH, Köln u.v.m. Ort: Bertelsmann Repräsentanz, Unter den Linden 1, 10117 Berlin Termin: 23. Januar 2012, 19.30 - 21.30 Uhr - Cocktail mit Lesung 24. Januar 2012, 10.00 - 17.00 Uhr - Workshop-Event Das gesamte Programm finden Sie hier.

1. An Independent Production Company Viewpoint

2. OUTLINE
1. Who are Pulse
2. Pulse Films and Branded Entertainment
3. Branded entertainment case studies
Live and Lost with Blackberry
Professor Green (Puma)
4. Challenges and opportunities
5. Brief video montage

3. Overview
Pulse is a talent management and production
company based in London and New York
We have four principal divisions:
• Music
• TV
• Advertising
• Film
Divisions are integrated – our directors are
encouraged to work across multiple divisions

4. Music
Music Videos
Coldplay, Jessie J, Chase & Status, Mumford and Sons,
Laura Marling
Long Form Music
Take That – “Look Back Don’t Stare”
• 5 million viewers on ITV1
Blur – “No distance left to Run”
• Nominated for 2009 Grammy
Bjork – Upcoming 60 minute program on Channel 4

5. Television
“Pineapple Dance Studio” (2010 Sky)
“Louis Spence’s Showbusiness” (2010/11 Sky)
“A Different Breed” (2011 Sky)
“Live and Lost with Blackberry” (2011, C4)
“Professor Green” (2011, C4)

6. Advertising
TV Commercials – Kronenbourg, Nokia, Lexus
Integrated Campaigns – Reebok, Island Records
Digital/Interactive – MySpace, Skype
Virals – RBS, Nokia
Feature Documentary – Red Bull

7. Films
o is Dayani Cristal (2012,
el Garcia Bernal)
t up and Play the Hits
12, premiering at
dance

8. Introduction
Branded Entertainment is natural for Pulse:
• Advertising integrated with Film, TV and Music
• We value our brand clients – we are not film “snobs”
Examples:
• Live and Lost with Blackberry
• The JD Set (Jack Daniels)
• Red Bull Music Academy
• Professor Green (Puma)

9. Pulse Film’s desired trajectory
Bespoke Multi
Platform (e.g.
Ad Funded “The Creators
Television Project”)
Short Virals
Programming

10. IVE & LOST
with BLACKBERRY
bjective:
ngage online audience and drive cost effective traffic to build fan
base for brand and band.
olution:
epeatable Format (Interactive Artist Tour: Social Engagement, Bespo
essaging, Experiential, Distribution, PR).
rand product central to the narrative.

11. Overview of Digital Activity
The Hub acted as an aggregator for all social media conten
hat was produced by the show s protagonists, and also by th
fans of Live and Lost
Youtube App Enabled On Artists’
Phone & Synced Into Hub
Flickr App Enabled On Artist Phones Foursquare Enabled On Artists’
To Enable Direct Upload Phone & Synced To Hub
p Enabled
hones For
es Direct Updates O
Hub
Facebook W
Driving Fans T

13. PROFESSOR GREEN
UNSEEN
bjectives:
Build TV vehicle for music star
Promote upcoming EMI album
Create brand awareness for Puma
Make successful series for C4
olution:
6 x 15 mins and 6 x 30 mins broadcast
Product placement for Puma
Puma limited use of clips on web-site
ot an easy deal to put together!

14. Commercial Challenges
Large number of stakeholders
• Brands, broadcasters, artists, record companies
Regulatory uncertainty
Conservative brands/challenging economy
Relatively small budgets

15. Commercial Opportunities
Brands are looking for innovative ways to reach and
engage audiences
Few companies can understand storytelling, brands
and talent
Brands are starting to spend large sums in this area

16. An Independent Production Company Viewpoint