Propaganda at The Future of Branded Content conference by Fire Circus
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The document discusses the changing role of branded entertainment and content. As media becomes decentralized and is in the hands of consumers, brands need to engage with audiences through entertainment. Successful brands will need to provide immersive and interactive experiences for consumers who increasingly share content about entertainment. The document argues that brands should focus on building long-term equity by producing original branded entertainment content, rather than just borrowing equity from other properties.
Propaganda at The Future of Branded Content conference by Fire Circus
- 1. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 2. WHAT WE WILL DISCUSS. THE FUTURE OF BRANDED CONTENT ENTERTAINMENTS ROLE IN BRANDED CONTENT BRANDED ENTERTAINMENT. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 3. WHY WE ARE HERE. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 4. WHY WE ARE HERE. MEDIA IS CHANGING - FROM THE FEW TO THE MANY. MEDIA IS NOW IN THE HANDS OF THE PEOPLE. CONSUMERS ARE CHANGING - THEY DONT WANT TO BE SOLD AT. THEY WANT TO DISCOVER THROUGH PIERS AND NETWORKS. WHAT THIS MEANS - BRANDS NEED TO ADAPT. NOW, MORE THAN EVER, SUCCESSFUL BRANDS WILL NEED TO ENGAGE. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 5. THE RELEVANCE OF ENTERTAINMENT. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 6. PEOPLE WANT TO BE ENTERTAINED. CONSUMERS WANT IMMERSIVE AND INTERACTIVE EXPERIENCES: SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey 息2013. PROPAGANDA GEM. All Rights Reserved.
- 7. PEOPLE WANT TO BE ENTERTAINED. SEVEN-IN-TEN ENHANCE ENTERTAINMENT BY SIMULTANEOUSLY USING ANOTHER DEVICE 96% 70% HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO ALWAYS OR MOST OF THE TIME. TEND TO BE: SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey 息2013. PROPAGANDA GEM. All Rights Reserved. 80to95er College educated Constant user of social media Significantly more likely than average to socialize content about entertainment
- 8. PEOPLE WANT TO BE ENTERTAINED. PEOPLE ARE AS LIKELY TO SHARE ABOUT ENTERTAINMENT AS THEY ARE ABOUT THEMSELVES OR THEIR FRIENDS. 76% ENTERTAINMENT 76% FRIENDS 75% YOURSELF 67% FAMILY 65% WORLD NEWS 息2013. PROPAGANDA GEM. All Rights Reserved.
- 9. PEOPLE WANT TO BE ENTERTAINED. THE WAYS IN WHICH CONSUMERS CHOOSE TO CONSUME THEIR ENTERTAINMENT AND CONTENT CONTINUES TO DEVELOP. SOURCE: Designing the Future of Entertainment - 2013 Global Entertainment Survey 息2013. PROPAGANDA GEM. All Rights Reserved.
- 10. THE ROLE OF BRANDED ENTERTAINMENT. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 11. THE ROLE OF BRANDED ENTERTAINMENT. TRADITIONAL ENTERTAINMENT BORROWING EQUITY from established content and property owners BRANDED CONTENT BUILDING EQUITY using original content to own the audience and the message 息2013. PROPAGANDA GEM. All Rights Reserved.
- 12. THE ROLE OF BRANDED ENTERTAINMENT. TRADITIONAL ENTERTAINMENT BORROWING EQUITY BRANDED CONTENT BUILDING EQUITY BRANDED ENTERTAINMENT 息2013. PROPAGANDA GEM. All Rights Reserved.
- 13. WHAT WE BELIEVE. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 14. WHAT WE BELIEVE. WE BELIEVE THAT BRANDS NEED TO HOLD A CONVERSATION THAT FOLLOWS TOPICS THEIR CONSUMERS ARE INTERESTED IN, RAISING AWARENESS OF THE BRAND, PRODUCT OR SERVICE IN A NATURAL AND POSITIVE WAY... 息2013. PROPAGANDA GEM. All Rights Reserved.
- 15. WHAT WE BELIEVE. THE SMART BRANDS WILL TALK TO PEOPLE. THEY WILL ENTERTAIN. AND THEY WILL BE INVITED IN. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 16. WHAT WE BELIEVE. TO MAKE THE FUTURE OF BRANDED ENTERTAINMENT MORE IMPACTFUL, THERE IS AN OPPORTUNITY TO LOOK AT THINGS DIFFERENTLY. INSTEAD OF BRANDED ENTERTAINMENT, WE NEED TO FOCUS ON MAKING ENTERTAINMENT BRANDS. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 17. IN SUMMARY. ENTERTAINMENT IS AS POWERFUL A SOCIAL MEDIA DRIVER AS PERSONAL INFORMATION AND CONTENT. HOW CONSUMERS HEAR ABOUT AND CONSUME ENTERTAINMENT HAS CHANGED. PEOPLES DEFINITION OF ENTERTAINMENT BRANDS IS CHANGING. LOOK AT THE LONG TERM STRATEGY AND GOALS, AND NOT JUST AT THE SHORT TERM SALES, LIKES AND SHARES. ASSESS LONG TERM GOALS AND DECIDE IF YOU WANT TO BORROW OR BUILD EQUITY 息2013. PROPAGANDA GEM. All Rights Reserved.
- 18. FINAL THOUGHT FOR THE DAY. DONT USE MARKETING TO PROP UP BORING CONTENT, USE IT TO ACCELERATE SUCCESSFUL CONTENT. 息2013. PROPAGANDA GEM. All Rights Reserved.
- 19. THANKS FOR LISTENING... 息2013. PROPAGANDA GEM. All Rights Reserved.
- 20. WE ARE PROPAGANDA. 息2013. PROPAGANDA GEM. All Rights Reserved.