Brands can use content marketing to pull people in who aren't necessarily interested in a specific product but instead meeting a need- state behind the product purchase. Strategies Content marketing has emerged as means to reach people who are continually looking for information, entertainment or help. Or at least something you can help with : useful content. And what better way to gain permission to get someone's attention than when they are actually looking for you. Consumer research continually highlights that most of these marketing message are irrelevant to their current interests and needs. To capture attention have interrupted consumers to talk about their product. Switch between devices 90% of multiple device owners switch between screens to complete tasks, using an average of three different combinations every day. Various activities Social networking is a big « side » activity Source : google / ipsos (usa)
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While watching TV TV no longer commands full attention and 77% of TV viewers use another device at the same time in a typical day. Source : google / ipsos (usa)Ī screen, but it’s the one they choose Source : google / ipsos (usa) Never reachable People carry an average of 2.9 devices with them. 6- Data to spot fun insights on consumers Trust me you are going to need it to do all the above !Īttention on their advertisements Brands producing fun brand content to be activated by consumers when time is right on device they choose Consumers engaged through time by awesome transmedia content Introduction to branded entertainment 5- Live events for real time experiences Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience. To fans relationship Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community. They use the tools that are available to best promote their content : paid media, owned media, earned media. 3- Fun campaigns to promote fun contents Brands investing in branded entertainment don‘t simply advertise on line. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz. 2- Branded fun for new brand fans Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. 1- Brands as fun destinations 2- Branded fun for new brand fans 3- Fun campaigns to promote fun contents 4- The new brand to fans relationship 5- Live events for real time experiences 6- Data to spot fun insights on consumersĭestinations Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves. The document Before the examples, a quick introduction to « branded entertainment » with some great charts and insights. It's not edidorial content however it embodies the brand values and communicates on it's products. The document Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films. To share your thoughts / examples or haccess to additional content before PARIS 2.0 Have you tried this hashtag on facebook and google ?Ī 5 mn laugh at work. Find out more about PARIS 2.0 Discover our blogs (french) (english)
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Will share their most creative « branded entertainment » campaigns Contact me if you want to be on stage. The data and examples I gathered on BRANDED ENTERTAINMENT 50 professionals will share their examples and feed back during the next PARIS 2.0 Now it’s your turn to participate #ENTERTAIN_ME Why this slideshare ?
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WHY BRANDS USE BRANDED ENTERTAINMENT by jeremy dumont Photos by Louis decamps JR & associée