Misunderstanding and misusing Branded Content is damaging
Posted on | March 30, 2012 | No Comments
Hi all,
As always, I have kept my eyes open for some good and bad examples of Brand Entertainment and sadly I have another bad case to present. In fact it is not only a case but a never dying misinterpretation of what Brand Entertainment / Branded Content is. In Sweden, where I presently reside numerous brands, TV channels and agencies jump on the band wagon and without really understanding the core philosophy they start producing brand entertainment / branded content properties. I see TV programs where the functionality of products are used and communicated. For example a travel agent commissions a TV series about random city trips, a make up brand commissions a random fashion show etc etc. There is no red thread through the TV series that smells, tastes, sounds like the brand at hand. ANY brand of that genre could be slotted in to the format. Do you think this money is well spent? Don’t you think a slight tweak in the production would give a greater ROI? I’m sure the channel would have some concerns and restricting requests but that’s a natural step in the negotiations and where the creativity of the production team is challenged.
For people that live and breathe brand entertainment such as I do, a brand entertainment property is NEVER based around the functionality of a brand or product. It is based on the EMOTIONAL ASPECT of a brand. What makes the brand unique? What are the USPs? What added value can this brand give the consumer? Content is an engaging format – show your brands engaging traits! For more information about this read a short and sweet article by David Martin called “Forget about Branded Content, Tell a Great Story”
So, to the title of this post – misuse of the format can be damaging. Basically, put yourself in the consumers position! We already see how consumers shy away from advertising by chosing and even buying devices to limit their exposure. If someone polutes content with the same SELL and FUNCTIONALITY messaging as in adverts consumers will flee from your content too. Brand Entertainment isn’t easy and something you “slot in to something existing”! It’s BESPOKE! Please, please, please, read up and learn what branded content is before you ruin the format for people who really know what they’re doing. If you do it right you can make a truck load of money!!
Again, if you want some help I’m just an e-mail away 
Electrolux – The Cube
Posted on | February 2, 2012 | No Comments
Hi all,
Some marketers feel that they “add value” to a consumer by offering them discounts, additional percentages of the product or possibly an irrelevant movie ticket or a biscuit tray but who is this marketer trying to kid??! Do you think this “added value” is in the long run going to make this consumer more prown to buy the product? Is the consumer going to think “oh, isn’t that just lovely?”. Is it going to create an emotional or intellectual stimulus or bond? No, it’s not. Please don’t get me wrong, there is also a function and use for these “special offers” but to state that they “add value” is cheap, lazy and just an incorrect way of using the term. If you want to know what “added value” is have a look at this video – Electrolux – The Cube
It’s an expensive, over the top and crazy concept but it does both give guests that visit the mobile restaurant as well as those who don’t, an idea of how seriously Electrolux take professional kitchens equipment. As you see via this video it’s not just enough to place the restaurant in specific locations, one needs to think distribution too. “How do I reach the mass target audience with this?” “How do I make this appealing to those who can’t visit my activity?”. Have a look at the video and read my other posts and hopefully what I mean with “added value” and “brand entertainment” will sink in… it’s not brain surgery 
)
Ciao for now!
Pepsi the Sound of Football – kind of philosophical like the tree falling in a deep forest..
Posted on | January 20, 2012 | 1 Comment
A few months ago Pepsi made a piece of branded content with their creative and world reknowned agency Åkestam Holst. It was an amazing campaign where Pepsi made a football match available to a group of blind players. The video covers a match between the blind football enthusiasts and a team of retired football professionals. The pro’s where blindfold so that they would play under the same conditions as their opponents. Around the field was placed a number of speakers and sensors that would guide the players around the pitch via sound. The piece was very inspiring and actually gave me chills. I was pleased Pepsi and Åkestam Holst took the initiativ and created brand entertainment.
Åkestam Holst and Pepsi have been praised by the marketing community for this project but the views on Youtube are dragging at about 60.000 views. What happened? Why isn’t the public reacting and loving Pepsi for their inspiring actions?
Well, the problem brands normally encounter when they first take on a brand entertainment initiative is that they don’t plan for the distribution. It’s one thing to create engaging content but in todays mass production of assets and content a distribution plan i crutial. No content is strong enough to “become viral”. I know, because I’ve been involved in a similar misshap in 2006. The blame can’t be placed on the agency as their expertise is in creating the content and traditionally distribution lies on media agencies. Sweden has amazingly creative agencies but with a marketing landscape stuck in the stone age the distribution of brand entertertainment and branded content falls outside of anyones set responsibilities.
What could they have done? They could have invited a select number of media to be present during the activity and give them a rich asset pack. They could have secured a broadcasting partner. They could really have had more high profile players to draw the initial attention to the campaign. Finally, they should have incorporated it better in the rest of Pepsi’s mediaplans and for example made a donation to a charity from a percentage of sales during the campaign period… etc. etc.
So, if I can give anyone some advise it would be to PLAN BOTH CREATIVE AND DISTRIBUTION PARALLELLY.. Brand Entertainment is both! The one can’t live without the other. If you disagree give me a call )
Check out the Pepsi Sound of Football site here!
Cannes Lions introduce a new award category!! Branded Content & Entertainment Lions
Posted on | January 20, 2012 | No Comments
Finally the day has come when Brand Entertainment and Content has been acknowledged by the awardshow of awardshows: The Cannes Lions. Entries open on January 26th so get working on your cases and let’s see some amazing stuff this summer!
Mini Getaway Stockholm
Posted on | November 7, 2011 | No Comments
Hi all,
I keep hearing people in the media business referring to an amazing campaign done by Mini. The praise and “well done Mini!” just seems endless. The digital agency Monterosa are behind the incredible campaign and the statistics of reach and engagement are jawdropping. The campaign is best desribed by watching this following video. Before you have a look, if you know anyone in Stockholm ask them if they knew of the competition when it actually was taking place. So far, I have not met a single person that got involved and ran around the city to get their Mini.
My theory is that this activity actually never took place. It was a spoof! The campaign is not discredited for this.. on the contrary. It makes it even more amazing. Branded spoofs are veeeeery hard to create and it involves excluding 99,99999% of the company and staff so that the risk of the truth leaking and ruening the surprise is minimal or hopefully non-existant. I can only remember “Lonely Girl 15″ and PlayStation’s “Origen” as succcessful spoofs so please point me in the direction of any more current ones.
So, is this a spoof or did it actually take place? Tell me what you think. Show me proof!
Thanks,
Kiki
Long time no see..
Posted on | October 21, 2011 | 1 Comment
Hi all,
I haven’t been around much the past couple of months and that is because I’ve just started working for a new company. It was just an offer too good to pass bye. My passion has as you can tell from my posts to engage consumers on a deeper level and to give them the freedom to CHOSE you as a brand rather trying to CONVINCE them you’re the brand for them. Unruly Media is a company with passion and drive that also has these values – the consumer gets the opportunity to chose to engage with a brand. Unruly distributes branded content as social video placements. In brief this means that a video created by a brand (an ad, a tutorial, a case study film.. whatever) is distributed across blogs, sites, networks that are relevant to the content of the films. So, they place content where they think people are going to want to watch the specific brands content.The whole product is of a PULL format so contrary to pre-rolls for example it is up to the consumer to chose to interact with the content instead of forcing your content on the consumer so that they can watch whatever they wanted to watch after.
I am a huge fan of treating consumers with respect and I think I’ve found a company that has these same ambitions. You would think that this post was sponsored but it’s not. I truly believe this company has the same values as I do. Let’s hope it stays that way )
So, if you’re curious what I’m talking about have a look at www.unrulymedia.com and www.viralvideochart.com so judge yourself if it’s worth the fuss I’m making about it.
All this said, I’m from now on going to try to make an effort to make more frequent updates independant of my work. My passion is brand entertainment and always will no matter who I work for. Sorry for being a stranger. Looking forward to an engaging winter of brand activity.
All the best,
Kiki
Why do People follow Brands??
Posted on | June 30, 2011 | No Comments
Hi all,
I just had a look at my Mashable feed and spotted this interesting study: “Why do people follow brands?”. Many of you are traditional and think “cause they want good deals and bargains”. BUT, you don’t have to settle for that. In this day and age you can give a little bit more and demand a lot more from your consumers. Entertain them with engaging content! This way, consumers will see you as an appealing brand that they identify with and consequently you will almost be equaled with a cool friend on Facebook that says funny or interesting things.
Creative and engaging content is perfect to create a relationship with the modern consumer that “gets” their communication and isn’t “given” it anymore. It’s not enough to focus on bargains! Groupon is just a little step in the direction of the new bargain deals. You cannot win marketshare by good deals as you can just go in on Groupon and find a competitor with a better deal. Shift your focus to entertainment and engage your consumer… create a relationship.
For example, an icecream brand can extend their presence across the whole year with content. I bet some of you will think “but they should focus on the summer because that’s when they make their big sales”. Doesn’t every icecream brand do that?? Way to go to increase the white noise! Do you think your consumers are idiots that can’t ingest something for the summer in the winter? Do you think they think your company is dormant during winter?? No, they are not idiots. You can make your non-presence into something exciting.. What does Santa do during the summer?.. make up a story or engage your consumers in the creative process. They know you don’t develop all the flavors in summer.. engage them online in realtime with your processes! Make them part of your company.
There are many other things brands can do to make themselves interesting to consumers in addition to good deals and bargains. Just have a look at the study and rethink your medieval strategies. Questions? Call me!
Intel – The Museum of Me – amazing!!
Posted on | June 1, 2011 | No Comments
Hi guys!
Check out this activity by Intel. Intel – a rather technical and could be perceived by staff as a boring necessity for both businesses and consumers. Well, NO! They see the brand for what it is… an interesting brand that can add value and give something unique to consumers. Check out this video and be inspired of what they have done – beautiful, educational, simplyfying, elevating the facebook experience.. the list goes on.
Wow! Love it! Great work Intel! Come on “boring brands”! If Intel can – you can!!!
Intel – Museum of Me
A glimmer of hope for Swedish Brand Entertainment
Posted on | May 31, 2011 | No Comments
Hello fellow internauts,
Following a devastating amount of suicides amongst gay and lesbian youths in the US the politician Joel Burns held an emotional speach in October 2010. The theme was “It gets better” and had an immense global effect. A great number of celebrities got involved in the fight against bullying and exclusion. The message was simple – don’t give up, it gets better and this concept has now reached Sweden through a partnership between TV3 and Rädda Barnen – “Det blir bättre”
Not only does this series of intimate and powerful stories of celebrities’ lives give strength and hope to youths around the country but it is also a true brand entertainment strategy. Rädda Barnen’s core beliefs are so clearly communicated and value is given to the audience that viewers would not have received from anywhere else. The value given is support and inclusion and these are exactly what Rädda Barnen stands for. You also have to admit that this campaign also not only generates brand awareness amongst consumer but an engagement and a hearfelt involvement.
This campaign has a clear social benefit but brands that are not in the business of helping still have a value to give – you can entertain. ASSA ABLOY for example are deeply and lengthely involved in sailing and there is great value in this relationship. What unique information or insight can ASSA ABLOY share? Well, wouldn’t it be interesting to experience elite sailing without being on the boat or get a series of videos that summarize the feeling or just show you what noone has ever showed you before?! That is added value!!
Needless to say, the campaigns need to strewn across all platforms with its unique tweaks. There are many more things to be said but I’m not stupid enough to share them for free here so call me and pay me :o)
See you soon and WELL DONE TV3 AND RÄDDA BARNEN!!!!! What an inspiring TV series!!!
IKEA recognised as Cannes Advertiser of the Year – IKEA embracing diversity in their choice of agencies
Posted on | May 19, 2011 | No Comments
By Sara Kimberley, campaignlive.co.uk, 17 May 2011, 08:46AM
The Cannes Lions International Festival of Creativity is to present Ikea with its Advertiser of the Year Award.
Ikea: group’s most recent ad campaign by Mother
Noel Wijsmans, global retail manager and vice-president at Ikea, will accept the award during the Film Craft, Titanium & Integrated and Creative Effectiveness Lions ceremony on Saturday, 25 June.
Since winning its first Cannes Lion in 1991, Ikea has gone on to win 50 Lions across all categories, including the Film Grand Prix in 2003 for “lamp” and a Titanium Lion in 2010 for “Facebook showroom”.
Ikea follows in the footsteps of last year’s winning advertiser Unilever.
Philip Thomas, chief executive of Cannes Lions, said: “Ikea’s approach to its marketing and communications, with its decentralised structure and strong relationships with many different kinds of agencies, has been hugely successful over many years.
“The company’s superb track record at Cannes reveals a clarity of vision and an enviable willingness to allow its agencies to truly flex their creative muscles. We congratulate both Ikea and its many agencies across many countries on this well-deserved honour.”
The brand works with a number of agencies including Mother and Lida in the UK, and Forsman & Bodenfors, Gothenburg in Scandinavia.
Wijsmans said: “It is a great recognition of Ikea advertising that speaks to all of us who want to have a functional and beautiful home. We want to inspire people to fulfil needs and dreams in their everyday life at home. And we want to do that with a smile.
“I would also like to thank all the creative agencies we work with worldwide, our in-house agency Ikea Communications in Sweden and all our fantastic co-workers around the globe.”
Ikea, the world’s largest furniture retailer, was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden. The letters in the brand name comprise the initials of the founder’s name, the farm where he grew up and his home parish.
This article was first published oncampaignlive.co.uk