Presentation by Tripti Lochan on Power Talks: Branded Content at the IndiaSocial Summit 2012

1. VML
Credentials
BRANDED CONTENT

2. Branded Content Example
QUIZNOS
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.
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3. Branded Content Example
QUIZNOS
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4. WHAT IS
BRANDED CONTENT?

5. What is Branded Content?
DEFINITION
Branded Content is
the fusion of
Entertainment and
Brand Information
delivered in a non-
traditional way.
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6. What is Branded Content?
THE GREAT ADVERTISING SHIFT
Branded Content
represents the shift from
interruption to
engagement.
Stop interrupting what people
are interested in and become
what they are interested in.
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7. What is Branded Content?
METHODS
Online, On-air & Onsite
IT’S ALL BRANDED CONTENT
Online Films
Web Series
Movie Integrations
TV Show Integrations
Interactive Games
Blogs
Music Videos
Live Events
PR Stunts
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8. VALUE OF BRANDED
CONTENT

9. The Value of Branded Content
STATS
Branded Content Works
74 % 68 % 78 %
of consumers prefer to of consumers prefer of marketing
get information about a custom content because it professionals believe
company via branded is tailored to their that branded content is
content vs traditional interests. more effective than
advertising. traditional advertising.
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10. The Value of Branded Content
MARKETING TEAM SHOWCASE
Branded Content
Showcases Team’s
Talents
Creative
A successful Branded UX
Content program requires
many departments working
Production
together to create a Account Management
seamless user experience: Social
PR
Media
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11. RULES OF ENGAGEMENT

12. Rules of Engagement
THE SWEET SPOT
Find the Sweet Spot
To engage and inform, you must create the right
balance of Entertainment and Brand.
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13. Rules of Engagement
THE SWEET SPOT
THE SWEET SPOT
{
The right mixture engages as it informs.
Shifts with product, target and where
you are in the sales funnel.
BRAND ENTERTAINMENT
Pure Brand Information Pure entertainment communicates
is boring doesn’t engage nothing about the brand
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14. Why it Matters? 14
The world has changed
“
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

15. Rules of Engagement
CREATING THE STORY
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.
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16. Rules of Engagement
SPREADING THE MESSAGE
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.
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17. Rules of Engagement
THINK DIFFERENT
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.
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18. Rules of Engagement
BUILD A PROGRAM
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.
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19. Rules of Engagement
LEVERAGING PARTNERSHIPS
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.
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20. Rules of Engagement
PRODUCTION
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.
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21. BRANDED CONTENT
EXAMPLES

22. Branded Content Example
GATORADE
“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.
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23. Branded Content Example
GATORADE
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24. Branded Content Example
GATORADE
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.
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25. Branded Content Example
GATORADE
RESULTS
4million
400
million+ earned-media
video views. impressions
Most viewed content in the history of Gatorade.
Most viewed content in the history of NFL.com.
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26. Branded Content
POINT OF CONTACT
Tripti Lochan
Chief Executive Officer
tripti.lochan@vmlqias.com
Office Phone: +65 6438 5592
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27. THANK YOU