Next-Gen Digital EntertainmentMarketing:LessonsLearnedfromCPG

THE TIPOFF TV Content goes Social TODAY’S CONVERSATION IS ABOUT 3 THINGS Embracing deeper levels of social interaction CPG to Entertainment Marketing

From Consumer Packaged Goods Company to Entertainment Media Company Or…. From Coke to ESPN CPG to Entertainment Marketing

Coca-Cola has the benefit of Maslov’s hierarchy of needs

But I would argue the hierarchy is this way for many people…

After all, we are a nation of Sports Fans ,[object Object],[object Object],Source: ESPN Sports Poll 1994-2009 Fan = Self-score of 1-10 on 0-10 scale

ESPN is the most well known brand in sports ,[object Object],Source: ESPN Brand Reach Study April 2010

And ESPN gets high marks on the brand curve ,[object Object],[object Object],ON ITS WAY DOWN 17% AT ITS PEAK 61% SAY IT’S ON THE WAY UP 22% Source: ESPN Brand Health Tracker Q4 2010 11% A. On its way up, still rising quickly 10% B. On its way up, but rising more slowly 61% C. At its peak and will stay there for a while to come 10% D . Nearing the end of its peak 5% E. Has dropped some, but still at a high level 2% F. Has dropped a lot

And has an overwhelmingly favorable standing vs our rivals Source: ESPN Brand Health Tracker (Aggregate Across Q2 ‘09 – Q3 ‘10) * Q: Based on everything you have seen or heard about each of the following networks for their sports programming, how you would rate each one? Please use a scale from 0 to 10, where 0 means poor and 10 means excellent. ,[object Object],% 9-10 RATING AMONG AVID SPORTS FANS FAMILIAR WITH EACH BRAND (Q3 ‘10) 72% 43% 41% 33% 32% 30% 29% 25% 23%

In the CPG world your product offering changes more slowly

Where with entertainment companies like ESPN, the # of brands grows fast 1979 2006 2005 2004 2003 2001 2007 2008 2009 2010

And the number of sub-brands explodes

At Coca-Cola distribution channels stay pretty constant

MOBILE While at ESPN the number of distribution channels is exploding … ,[object Object],10 YEARS AGO 2011 TV ONLINE MOBILE RADIO PRINT RADIO ONLINE FANTASY STREAMING VIDEO STREAMING AUDIO VIDEO GAMES DIGITAL MAGAZINES TEXT ALERTS MOBILE WEBSITES SOCIAL NETWORKS APPS TV PRINT

As a result, it’s never been a better time to be a sports fan, but it’s also never been harder for us FACEBOOK lets you show your true colors as a fan—red in summer, blue in winter! EVEN MADDEN HAS A TICKER so you can keep track of what’s happening in real games. I always have the TV on, but I’ll have my laptop open if i need to find something quickly. IT’S SO MUCH EASIER AS A SPORTS FAN TODAY, IT’S ALL ABOUT INSTANT GRATIFICATION. I wasn’t into soccer until my roommate got me playing FIFA on our Xbox— I WATCHED MORE WORLD CUP BECAUSE I ACTUALLY KNEW SOME PLAYERS! MY PHONE IS THE BEST WAY TO BE A SPORTS FAN BECAUSE I ALWAYS HAVE IT.

So how do you succeed in a world of proliferating brands and platforms? MOBILE RADIO ONLINE FANTASY STREAMING VIDEO STREAMING AUDIO VIDEO GAMES DIGITAL MAGAZINES TEXT ALERTS MOBILE WEBSITES SOCIAL NETWORKS APPS TV PRINT

But a brand isn’t just a logo… BRAND IS THE ULTIMATE NAVIGATOR It’s about a consistent BRAND PROMISE: SPORTS with AUTHORITY and PERSONALITY What we do How we do it What sets us apart

[object Object],SPORTS FAN SPORTS AGENT But we work hard to be more of a SPORTS FAN than a SPORTS AGENT Success and size will push us to the left So we need to constantly push to the right

TV Content goes Social Sports is Social

ESPN is the biggest sports fan ,[object Object],[object Object],[object Object],[object Object]

Several Tactics to be more Social and combat the “Sports Agent” perception MNF STOREFRONT DISPLAYS NBA RV TOUR WINTER XGAMES HELMET CAM 1. Let fans touch the brand: 2. Poke fun at ourselves: PHELPS AD 3. Launch a brand campaign: “ The goal of the campaign is to demonstrate our love of sports, and how ESPN employees view ourselves as the world’s biggest sports fans.”

ESPN’s Brand campaign celebrates exceptional truths in sport “ ROLL TIDE” “ FANWICH”

[object Object],[object Object],[object Object],[object Object],[object Object]

ESPN Facebook Page ,[object Object],[object Object],[object Object],[object Object],Reward ,[object Object],Facebook is the quintessential social network, connecting people with their family, friends, and interests. As a brand, we need to fit in and add distinct value to the community.

@ESPN Twitter Feed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ESPN YouTube Channel ,[object Object],[object Object],[object Object],[object Object],Social Highlights Original Content

SPEAKING OF, SOCIAL ALSO PROVIDES US A DEEP AND POWERFUL TOOLKIT TO BE “THE FAN” Setting guidelines and sharing learnings

THANK YOU! Questions and Discussion

Next-Gen Digital EntertainmentMarketing:LessonsLearnedfromCPG

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