Over the past five years, I’ve heard no less than five different labels used to describe the creation of brand-funded original web programming. I’ve also been guilty of using them all -- from “branded content” to “branded entertainment” to “original programming” to “web originals” to yes, such terms as “infotainment”, “edutainment”, “utilitainment” or the latest to find its way into the ever-expanding vocabulary, the “social film”. It’s simple enough to guess what each of these labels proposes to deliver; the hard part is finding which ones matter to you and which ones deserve your attention.
When will the “I Love Lucy” moment occur? When will a significant audience fall in love with a web series as it once fell for television? It’s an apt description, as that series smartly leveraged technology and audience interaction to break through the clutter. It was television’s first scripted television program shot on 35 mm film in front of a live studio audience, vividly transporting Lucy and Ricky through the screen and into our homes.
The web provides a similar transcendent opportunity, as never before has there been a medium in which an audience can invest and immerse themselves so fully into the content. Beyond... Read more
Sometimes, we just want to kick back with a bucket of popcorn and watch a good movie. But there are so many questions that need to be answered first— What’s playing? Which theater should I go to? What time does the show start? Did the movie get a good review? Am I going to be able to get tickets? The list just goes on and on.
As mobile devices continue to act as our personal assistants, consumers are turning to their smartphones for answers to these entertainment-related questions. So, last month RadiumOne conducted a survey examining how consumers use their smartphones to make purchase-related decisions, such as researching which movie to see, viewing trailers, and purchasing movie tickets.
Our survey respondents indicated that they predominantly use the mobile web in a research capacity. Here was the demographic breakdown of those surveyed:
17.6% were aged 55+
46% were aged 35-54,
34.9% were aged 18-34
1.5% were under 18
56% of survey respondents stated that they use their phones to look up movie times, while 20% use their phones to watch trailers. Later, when asked why mobile users watch movie trailers on their phones, 50% ... Read more
Tags: 3D movie, branded entertainment, entertainment, entertainment marketing, mobile, movie tickets, movies, radiumone, watch trailers
Posted in Ad Networks, Ad Serving, Emerging Platforms, Entertainment, Media Planning & Buying, Opinions, Research, Social Media, Web Analytics, Wireless, Word of Mouth | No Comments »
Interview: Tim Zuckert, CEO of ShiftControl Media – On The Serious Business of Branded Games (Pt. 1)
Turns out there's some serious business to be had from fun and games.
In part one of this exclusive audiocast, Tim Zuckert, CEO of ShiftControl Media, shares some of the astonishing statistics associated with branded games, and his insights on why a growing number of brands are exploring this emerging channel.
Zuckert, of course, is the man behind Coca-Cola's "Happiness Factory" branded game, as well as initiatives for Yahoo, Starwood Hotels, Energizer and many others.
In this, a source interview for my new book, THE ON-DEMAND BRAND, he'll showcase the engagement branded games can activate - and have you thinking differently about what games can do for your brand.
Audio Interview: Tim Zuckert, CEO of ShiftControl Media - On Boosting Engagement Through Branded Games (Part 1)
CLICK HERE TO PLAY AUDIOCAST
This is a visual representation of the high level elements that make up a successful program to promote a film or television show.
At the Core is the actual movie or product. The key features that we can identify with at this level (what makes a good movie) are the story, the cast, the brand, the genre, characters, and the trailer. Some may argue that the trailer should be outside of the core, but as it should be the closest element that encapsulates all of the core elements of the movie I have included it here.
Moving away from the movie itself, we can begin to look at the key influencers that have the potential to positively affect the success of the project. Current market trends, real life events, news and history itself can be tapped into and used to assist in the marketing efforts for the project. Doing this right can be hard, but when done properly it can take marketing dollars further – like jumping on a surfboard that's already on the wave. Other areas that can be tapped into include celebrities, fans, bloggers, and critics. The influencers that have a relationship with any or all of the elements in the... Read more
Tags: brand experiences, branded entertainment, campaigns, engagement, entertainment marketing, entertainment marketing (television and film), interactive, kent speakman, los angeles, marketing & interactive strategies with tags agencies, movie, rare method, Social Media, social media ecosystems, speakman entertainment, Strategy, television show, viral, Websites
Posted in Creative Best Practices | No Comments »