VML Credentials

BRANDED CONTENT

QUIZNOS

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LonelyLobster.com

Turned a client request for an online coupon into a record-breaking branded content experience. Did it for about the price of an online coupon.

Branded Content Example

QUIZNOS

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Branded Content Example

WHAT IS BRANDED CONTENT?

DEFINITION What is Branded Content?

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Branded Content is the fusion of Entertainment and Brand Information delivered in a non-traditional way.

THE GREAT ADVERTISING SHIFT

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Branded Content represents the shift from interruption to engagement.

Stop interrupting what people are interested in and become what they are interested in.

What is Branded Content?

Online Films Web Series

Movie Integrations TV Show Integrations

Interactive Games Blogs

Music Videos Live Events PR Stunts

METHODS

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Online, On-air & Onsite

IT’S ALL BRANDED CONTENT

What is Branded Content?

VALUE OF BRANDED CONTENT

STATS The Value of Branded Content

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Branded Content Works

74% 68% 78%

of consumers prefer to get information about a company via branded content vs traditional advertising.

of consumers prefer custom content because it is tailored to their interests.

of marketing professionals believe that branded content is more effective than traditional advertising.

MARKETING TEAM SHOWCASE The Value of Branded Content

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Branded Content Showcases Team’s Talents

A successful Branded Content program requires many departments working together to create a seamless user experience:

Creative UX

Production Account Management

Social PR

Media

RULES OF ENGAGEMENT

THE SWEET SPOT Rules of Engagement

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Find the Sweet Spot To engage and inform, you must create the right

balance of Entertainment and Brand.

THE SWEET SPOT

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THE SWEET SPOT

ENTERTAINMENT BRAND

The right mixture engages as it informs. Shifts with product, target and where

you are in the sales funnel.

{Pure entertainment communicates

nothing about the brand Pure Brand Information

is boring doesn’t engage

Rules of Engagement

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Why it Matters?

We've had the Sterling Cooper model for a half century. With a new world in our grasp,

IT’S TIME FOR A NEW LOOK

Bob Greenberg

The world has changed

CREATING THE STORY

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Make the brand a believable character, not an afterthought. Viewers accept the brand when it makes sense in the story. Forcing a brand into a story is also known as product placement - the lowest form of Branded Content.

Rules of Engagement

SPREADING THE MESSAGE

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Do not post and pray “Going Viral” takes a rare combination of breakthrough creative and luck. Don’t rely on luck. Develop a seeding plan that includes social, PR, paid and partner channels. Not having a seeding plan is like producing a TV spot without a media plan.

Rules of Engagement

THINK DIFFERENT

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Think like a media/social/digital-ecosystem specialist Creatives can’t just come up with the idea anymore, they have to concept the entire user journey. Have these specialists under one roof or have a great relationship with a partner agency. Have the entire ecosystem worked out before presenting to the CEO.

Rules of Engagement

BUILD A PROGRAM

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Give it value CREATE A PROGRAM AROUND THE CONTENT TO

INCREASE ROI AND GIVE CLIENT REASONS TO FUND IT: Create a promotion around content. Create a rich experience that includes live events, online extentions, user-generated content. Create an ecosystem that includes deeper, more product-focused content.

Rules of Engagement

LEVERAGING PARTNERSHIPS

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Find a Partner Leverage existing relationships or create

new ones with celebrities, sports leagues, bands, TV shows etc. Taps into fan base for guaranteed engagement. Ensures production access to league, celebrity, ect. Creates another level of approvals but worth it.

Rules of Engagement

PRODUCTION

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Make your production hyper efficient. Make it look like $1 million. Spend $300,000. Don’t rely on old TV-spot production companies Find a scrappy producer. If you have to, produce it yourself.

Rules of Engagement

BRANDED CONTENT EXAMPLES

GATORADE Branded Content Example

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“Everything To Prove” Followed 14 National Football League Rookies from the Senior Bowl to their first NFL Game. Captured the drama of their journey. Organic integration of product use and brand essence. Featured Gatorade Sports Science Institute as an important tool to give these players an edge. Positioned Gatorade as the leader in Sports Nutrition.

GATORADE Branded Content Example

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GATORADE Branded Content Example

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CAMPAIGN COMPONENTS 30 weekly episodes (5-6 minutes each). 2 pieces of weekly bonus content (:30 each). Landing page within Gatorade.com featuring episodes, bonus content, player bios ect. Landing page within NFL.com featuring episodes, bonus content, player bios, ect. Huge PR push to all sports-based media and blogs. Monthly :30 promos that ran online and on-air.

GATORADE

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RESULTS

Branded Content Example

4 million

video views. 400

million+ earned-media impressions

Most viewed content in the history of Gatorade. Most viewed content in the history of NFL.com.

POINT OF CONTACT Branded Content

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Tripti Lochan Chief Executive Officer tripti.lochan@vmlqias.com Office Phone: +65 6438 5592

THANK YOU