Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition

Standing
Out
in
a
Noisy
Environment

Providing
Great
Content
to
Remain

Head
and
Shoulders
Above
the

Compe>>on

Presented
by:
Paul
Malina

September
26th
2011

Contact:
pgmalina@gmail.com

Agenda

•  Introduc@on
to
Branded
Entertainment

•  Engaging
your
audience

•  Crea@ng
compelling
stories

•  Case
Study:
Red
Bull
Riders
Cup

•  User
Generated
Content

•  Distribu@on

•  In
summary

Introduc>on

Branded
Entertainment

Consumers
experience
their
content
in
a
variety
of
mediums

Website

Social media Content

Streaming Advertising

Product
Product advertising placement
Placement
Internet:
Web TV

production

Time Buy
TV:
Film: Advertising
Content

On Demand

Sponsorship

Stadium

Sports
Consumer

Ad shell Events:
Outdoor: Music

Billboard Consumer

Mobile editorial
Social Print:

Apps Content Paid editorial Advertising

Agenda

•  Introduc@on
to
Branded
Entertainment

•  Engaging
your
audience

•  Crea@ng
compelling
stories

•  Case
study
Example
:
Red
Bull
Riders
Cup

•  User
generated
content

•  Distribu@on

•  In
summary

In
such
a
noisy
environment
it
is
important
to
stand
out

7
Rules
of
Engagement
for
branded

entertainment
that
have
worked
for
me

•  Entertaining

•  Credible

•  Authen@c

•  Valuable

•  Relevant

•  InsighLul

•  Innova@ve

Todays
consumers
are
savvy
and
they
know
when
they
are
being

bought

Branded
Entertainment
can
engage
your
consumers
on
a
much
higher

level
than
tradi@onal
means
and
help
your
brand
stand
out

SEE WATCH ENGAGE

Adver>sing
Branded
Content
Branded

Entertainment

•  TV
•  S@ll
images
•  TV
Show

•  Print
•  TV
•  Web
Content

•  Web
•  Product
placement
•  Films

•  Outdoor
•  Film
•  Mobile
Apps

•  Events
•  Advagames

Engagement

Credibility

Value
to
consumer

Branded
Entertainment
can
engage
your
consumer
on
a
higher
level

ul@mately
resul@ng
in
higher
recall
at
the
right
@me

Branded
Engagement

Entertainment

•  Engagement
via

•  TV
Show
choice

•  Web
Content
•  Longer
Higher
Recall

•  Films
experience

•  Mobile
Apps
•  Interac@ve

•  Advagames
experience

•  Credible

encounter

Storytelling
is
key
to
this
engagement:
Find
the
compelling
stories
at

the
heart
of
your
brand

•  Entertaining

•  Credible

•  Authen@c

Is
it?
•  Valuable

•  Relevant

•  InsighLul

•  Innova@ve

New
ini@a@ves
with
engaging
stories
can
be
created,
or
already
exist
in

your
marke@ng
mix

Marke>ng
ini>a>ves
Branded
Entertainment

•  Events
Stories
•  TV
show

•  Promo@ons
•  Web
clip

•  Brand
history
•  Film

•  Ambassadors
•  Mobile
content

•  Consumer
ac@vi@es
•  Games

Example
-‐

Red
Bull
Riders
Cup:
School
Or
Surf
on
VBS.tv

•  Event:
Red
Bull
Riders
Cup.
A
high

school
surf
compe@@on
held
all
over

the
USA
during
the
week

•  The
problem:
Nobody
at
the
beach
to

see
the
events

•  The
challenge:
Find
alterna@ve
ways

to
reach
targets
and
engage
them

with
this
event

•  The
answer:
Uncover
the
compelling

storyline
and
create
Red
Bull
Riders

Cup:
School
Of
Surf
-‐
15
webisodes.

Red
Bull
Riders
Cup:
School
Of
Surf
Results:

Year
1:
VBS.TV
3
million
views
via
media

partnership
and
syndica@on

•  hp://www.youtube.com/watch?
v=a9xmE26RPVw&feature=relmfu

Red
Bull
Riders
Cup:
School
Of
Surf
Results:

Year
2:
MTV
6
episode
series
on
MTV

The
heart
of
the
story

What
we
delivered

Rules
of
Engagement

Entertaining
✔

Credible
✔

Authen@c
✔

Valuable
✔

Relevant
✔

InsighLul
✔

Innova@ve
✔

User
generated
content
is
another
great
way
to
engage
with
your

consumers

Time
Magazine:
Person
of
the
year
2006

User
Generated
Content

Is
content
created
by
the
consumers
themselves
and
not
tradi@onal
media

organiza@ons

Distributed
via
:

•  Twier

•  You
Tube

•  Facebook

•  Blogs

•  Wiki’s

•  Websites

•  TV

People
contribute
to
UGC
for
2
main
reasons

1.  Intangible
rewards
–
eg.
Social
status,

notoriety,
inclusion,
feeling
good
about

themselves
for
contribu@ng

2.  Tangible
rewards
–
Contest
entry,
various

prizes,
payment,
gies
etc…

Create
a
“Playing
Field”
and
act
as
host
for
consumers
to
interact.

Example:
The
Grammys
“We
are
all
fans”

“We’re
All
Fans”
Visualisa>on
(2010)

Visualisation: http://wereallfans.com
YouTube / TV Spot:
http://www.youtube.com/watch?
v=VEFgSV36vnA

Distribu@on:
Create
a
win
/
win
and
deliver
content
to
outlets

that
are
in
need
of
it
and
have
an
exis@ng
cap@ve
audience

•  Media
Partnerships
–
Co-‐Produc@ons,
syndica@on,

rights
deals,
mul@
na@onal
distribu@on,
pay
to
play

•  Leverage
your
adver>sing
spend
–
What
content
are

your
adver@sing
channels
looking
for

•  Your
brands
exis>ng
channels
–
Website,
ﬁlm,
in-‐
store,
on-‐site
at
events

•  You
Tube
–
Create
your
own
channel

•  Social
media
–
If
content
is
good
it
will
be
shared
very

quickly
and
consumers
become
your
distributers.

•  Mobile
–
Apps,
websites

Distribu@on:
Example
-‐
School
of
Surf:
Year
1

•  Premier
on
VBS.TV

(exclusivity
period)

•  Syndica@on:

-‐  Surﬂine

-‐  MySpace

-‐  YouTube

-‐  Redbullsurﬁng.com

-‐  RBRC
media
player
on
Facebook

•  The
VBS
Show
segment
on
MTV
2

Included
collabora>ve
PR
campaign
to
ins>gate
WOM
buzz

In
summary

•  Engaging
your
audience
is
diﬃcult
in
a
noisy

environment

•  Story
telling
is
key

•  Find
your
brand
story

•  Tell
the
story
but
don’t
forget
the
7
rules
of

engagement

•  Consumer
content
–
Embrace
UGC

•  Distribu@on
–
Mul@ple
channels
are
available
and

a
cheap
way
to
get
your
message
out
there

Final
thought….

With
choice
so
prevalent

Money
is
no
longer
the
currency
that
will
buy

you
aen@on,
stories
are!

THANK-‐YOU

For further information, please contact:

Paul Malina:
Email: Pgmalina@gmail.com
Phone: 0411 534 422

Standing Out in a Noisy Environment: Providing Great Content to Remain Head and Shoulders Above Competition

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