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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012

India Social
India Social

The document provides a brief history of branded content from event/TV show sponsorship (BC 1.0), to product placement (BC 2.0), to content creation (BC 3.0). It then discusses what the next phase (BC 4.0) could entail, describing how a brand becomes "alive" through the energy and engagement of its community/fans. It uses Coke Studio in India and Pakistan as an example of a brand that has become "BrandALIVE" through various online and offline community-building initiatives.

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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
A very brief history of Branded Content BC 1.0 Event/TV show Sponsorship BC 2.0 Product Placement ≒ Guru Hero Cycles, Bobby Rajdoot Motorcycle, Black Eyed Peas Ive Got A Feeling Nokia BC 3.0 Content Creation ≒ Coke Studio, Dewarists, Hero Roadies BC 4.0 Next is what?
A brand is merely a brand, an inanimate object, until enough people care about it
Once enough people care, they congregate & form a community around the brand
The confluence of the congregation creates an energy field around the brand
The energy field then reaches a critical mass, and as an organic force of nature, breathes life into the brand
It is at this point that the brand develops a heartbeat and becomes a living, breathing entity
This phenomena is known as
The heart & soul of the brand is a a collective reflection of the community of people that give it life.
The brand belongs to them and its future is now in their hands
The Role of Marketers now becomes to facilitate the interaction between the brand & the community to which it belongs
! ! Branded Content 4.0! Co-Created Content!
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
≒And the vehicle by which the brand gets around is called.
To Live Brand experience Stores Exclusive Outlets Website Blog
To Play Events Roadshows Branded TV show
To Mingle Social Media App Gaming Loyalty/ Ambassador/CRM programs
To Learn & Grow Consumer-fueled Innovations Customization Options Consumer- generated brand decisions
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
Is Coke Studio BrandALIVE?!
2008 2011 2007
Coke Studio is BrandALIVE! ≒In Pakistan, the show airs on over 23 channels ≒Time magazine once called it one of the 10 best things to happen to Pakistan ≒39.3 million youth were reached via the TV show in India ≒More than 4 Million radio listeners across 29 cities in India ≒700,000 Facebook fans in India & 1 million+ in Pakistan and counting ≒75,000 subscribers & 50 Million+ views on YouTube collectively ≒India website garnered 100,000 visitors in 3 weeks ≒More than 10 million Mobile downloads thru BluFi ≒16 Live concerts took place across India to reach & engage directly with over 10,000 fans ≒CD album sets in India went platinum within weeks ≒Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
Platinum Rules of Engagement! 則рBe relevant! 則рGenerate attraction! 則рBe transparent / generate trust! 則рBe authentic! 則рInvite interaction! 則рAllow customers to share control! 則рCelebrate aesthetics!
But most importantly!
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012

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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012

  • 2. A very brief history of Branded Content BC 1.0 Event/TV show Sponsorship BC 2.0 Product Placement ≒ Guru Hero Cycles, Bobby Rajdoot Motorcycle, Black Eyed Peas Ive Got A Feeling Nokia BC 3.0 Content Creation ≒ Coke Studio, Dewarists, Hero Roadies BC 4.0 Next is what?
  • 3. A brand is merely a brand, an inanimate object, until enough people care about it
  • 4. Once enough people care, they congregate & form a community around the brand
  • 5. The confluence of the congregation creates an energy field around the brand
  • 6. The energy field then reaches a critical mass, and as an organic force of nature, breathes life into the brand
  • 7. It is at this point that the brand develops a heartbeat and becomes a living, breathing entity
  • 8. This phenomena is known as
  • 9. The heart & soul of the brand is a a collective reflection of the community of people that give it life.
  • 10. The brand belongs to them and its future is now in their hands
  • 11. The Role of Marketers now becomes to facilitate the interaction between the brand & the community to which it belongs
  • 12. ! ! Branded Content 4.0! Co-Created Content!
  • 14. ≒And the vehicle by which the brand gets around is called.
  • 18. To Learn & Grow Consumer-fueled Innovations Customization Options Consumer- generated brand decisions
  • 20. Is Coke Studio BrandALIVE?!
  • 21. 2008 2011 2007
  • 22. Coke Studio is BrandALIVE! ≒In Pakistan, the show airs on over 23 channels ≒Time magazine once called it one of the 10 best things to happen to Pakistan ≒39.3 million youth were reached via the TV show in India ≒More than 4 Million radio listeners across 29 cities in India ≒700,000 Facebook fans in India & 1 million+ in Pakistan and counting ≒75,000 subscribers & 50 Million+ views on YouTube collectively ≒India website garnered 100,000 visitors in 3 weeks ≒More than 10 million Mobile downloads thru BluFi ≒16 Live concerts took place across India to reach & engage directly with over 10,000 fans ≒CD album sets in India went platinum within weeks ≒Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
  • 23. Platinum Rules of Engagement! 則рBe relevant! 則рGenerate attraction! 則рBe transparent / generate trust! 則рBe authentic! 則рInvite interaction! 則рAllow customers to share control! 則рCelebrate aesthetics!