A Summary of Evergreen Branded Media

1. A Transmedia Branded Entertainment Agency

2. Defining Transmedia
Branded Entertainment
Branded Entertainment is the integration of a
product or a brand into a piece of entertainment
content.
Web Series
“Transmedia is storytelling across multiple forms
of media with each element making distinctive
contributions to a viewer/user/player's
understanding of the story world. By using
different media formats, it attempts to create
"entrypoints" through which consumers can
become immersed in a story world.”
- Henry Jenkins

3. What We Do
www.backontopps.com
Evergreen Branded Media
starts with high quality
content and organically
integrates your brand
messaging into
the story line.

4. How We Do It
Content Integration Distribution
We identify and build relationships with
top tier digital content studios and
independent writers and directors.
Current content producers we
represent:
- Vuguru
- Comedy Time TV
- Import Productions
- Integrated Alchemy
- Dice Films
- Baditude Entertainment
- Toggle TV
We also create original content at our in
house production facility, Cine Rent West.

5. How We Do It
Content Integration Distribution
Brand as Brand as
Scenery Story
Brand as Brand as
Conversation Character
Brand as
Utility

6. How We Do It
Content Integration Distribution
Targeted distribution through leading:
- Media Partners
- Video portals Brand
-- Top Publishers As
- Ad Networks
Broadcaster
Extend the message through Transmedia
Activation:
- Social Media
- Mobile
- Gaming
- Widgets
- Live Events
- Apps
We provide detailed reporting metrics of
user engagement for each project

7. The Result:
Brandgagement
Share of Share of
Time Mind
Share of
Share of
= Market
Conversation

8. The Business Case For
Branded Entertainment

9. A
Major
Marketing
Disruption

10. The Numbers are Growing
People consume an average of 75 Million + Twitter Accounts
186 videos online per month
(average length 4 Min)
33 Billion monthly
video streams (US)
Hulu 44 Million
Unique Viewers Facebook = More than
1 Billion streams / month 450+ million active
users & 3rd largest
video sharing platform
DVR usage will grow more
than 70%, to 51.1 million
U.S. TV homes by 2014
160 Million Four Square Geo-location
based service has over 1
mySpace users
Million check in’s a week
Source: Comscore 2010

11. Video Snacking is Now an all Day Media Habit
TV Print Outdoor Radio Online / Mobile
Morning Journey to
7:00 AM Breakfast Paper Morning Email /Video
Work
News Show Social/News
9:00 AM
Search/Blogs
11:00 AM
Paper
Lunch Drive Time
Magazines Video
1:00 PM Snacking
3:00 PM
Search/Blogs
5:00 PM Journey Drive
Leisure Home Time
Magazines
7:00 PM
News Out to Digital
Sports
Dinner Multitasking
9:00 PM (Video, Social, Mail,
Entertainment
Blogs, Podcasts)
11:00 PM
Reaching Consumers Throughout Their Media Day

12. Net Result
Consumers choosing to
spend less time with
your brand’s traditional
media messaging

13. Solution Entertain : to Engage
Integrate your brand messaging strategy into entertainment and
STORY based content that your consumers choose to watch

14. Target New Profitable Consumer Segments
(at a lower cost)
Women 21 + into
yoga
Teen girls who
play soccer Men 17+ Sports
geeks
Teen boys who Mothers 30+
Traditional Media
Primary Brand play Lacrosse
Proposition
Secondary / Tertiary
Brand Proposition
Unlimited Digital Media Shelf Space
Digital TransMedia: The Long Tail Of Brand Image

15. Activating A Transmedia
Distribution Strategy
Drives Engagement
CRP Nielsen
Rank Rank
Lost: 2 34
Gossip Girl: 14 125
(Originally a Web Series)
Chuck: 25 57
(Subway Brand sponsorship)
CRP: Content Power Rating - combines TV and online social
media metrics to measure full consumer engagement

16. The Economics of Branded Entertainment
90 Seconds 1.5+ Hours
For less than the average cost of a 90 second
broadcast TV media buy you can produce and
distribute 1.5+ hours of targeted branded
entertainment content that consumers choose to watch
* based on average national Broadcast media buy cost of $300K for a 30 second spot

17. Client Case History
- Web Series: www.backontopps.com
- Client: Dicks Sporting Goods
- Studio: Vuguru.com
-Target Audience: Men 18+ who like sports and popular
culture / sitcoms
- Integration Strategy: “The Authentic sports retailer”.
Connect the character’s passion for all things sports to the
DSG brand.
- Media Partner: www.foxsports.com
http://www.YouTube.com/BackonTopps#p/u/4/ZwRLM-pM4Hs

18. evergreenbrandedmedia.com
2580 NW Upshur
Portland, OR 97210
info@evergreenbrandedmedia.com
503-224-4087