Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic
-
Upload
saint-lewis -
Category
Education
-
view
291 -
download
0
description
Transcript of Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic
![Page 1: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/1.jpg)
Steve Mullins, Content Director, brand-e
Brands: the new entertainers
![Page 2: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/2.jpg)
Brands: the new entertainers
Beyond product placement: film, TV, music, games, the arts
Engagement… by immersion in very rich environments
The rise and rise of Facebook
Plus other engaging socials, eg crowdsourcing, social TV
All very sharing
![Page 4: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/4.jpg)
almost in gear
Range Rover’s Being Henry is a step up…
High production values
Quality engaging online experience
Interactive (yes!) & immersive
But the product link is weak
Where’s the share?
![Page 5: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/5.jpg)
gets the part
Stella Artois’ Le Cannes Casting Call…
Fits with brand’s cinematic creds
Engaging experience
Audience participation
Strong pay-off
![Page 6: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/6.jpg)
out of doors
Get billboarded with Mini…
Good experiential
Online participation (Facebook)
Instant reward
Sharing
![Page 7: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/7.jpg)
Branded entertainment trends
Social media
235 million FBEuropean UVs (Mar-11)
More content for a‘marketing revolution’
Campaign migrations to Facebook, YouTube
Interactivity
Consumer input
Multiple platforms
Game-like
Deep media
All media
Non-linear,
participatory &
immersive
Highly personalised
![Page 9: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/9.jpg)
![Page 10: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/10.jpg)
•adjective /ˌintərˌaktiv/
(of two people or things)
Influencing or having an
effect on each other
![Page 11: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/11.jpg)
![Page 12: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/12.jpg)
![Page 13: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/13.jpg)
![Page 14: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/14.jpg)
![Page 15: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/15.jpg)
I hate when I’m on a flight and I wake up with a water bottle next to me like oh great now I gotta be responsible for this water bottle
kanyewestKanye West
![Page 16: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/16.jpg)
![Page 17: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/17.jpg)
![Page 18: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/18.jpg)
PART 1:
OUTSIDE THE
LINES
![Page 19: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/19.jpg)
![Page 20: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/20.jpg)
![Page 21: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/21.jpg)
![Page 22: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/22.jpg)
![Page 23: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/23.jpg)
“New Lynx advert is amazing...Angels falling and an amazing new
mix of AIR's Sexy Boy. Branding brilliance!"
“I love this dramatic choral version, I hope there will be more!
“Beautiful music! Like the song of the Sirens from Odysseus"
“Truly wonderful! I love the 90s version, however, as soon as I saw
the TV advert I was utterly transfixed. Beautifully done!”
“Looks like someone in the Axe marketing department has decent taste in music..”
![Page 24: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/24.jpg)
3729
4336
6225
43321
7
![Page 25: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/25.jpg)
“slightly spoiled by the fact that it’s currently
soundtracking a deodorant commercial”
JARVIS COCKER – BBC 6 MUSIC
“beautifully done…I actually did that thing with my
mobile phone where you
can press a button and find out who covered it”
JANICE LONG – BBC RADIO 2
![Page 26: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/26.jpg)
![Page 27: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/27.jpg)
PART 2:
COOLER THAN
ANY LINE
![Page 28: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/28.jpg)
![Page 29: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/29.jpg)
![Page 30: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/30.jpg)
![Page 31: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/31.jpg)
![Page 32: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/32.jpg)
![Page 33: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/33.jpg)
![Page 34: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/34.jpg)
![Page 35: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/35.jpg)
![Page 36: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/36.jpg)
![Page 37: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/37.jpg)
![Page 38: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/38.jpg)
![Page 39: Day1 ad stream_1545_brands_the_new_entertainers_brand-e_tonic](https://reader034.fdocuments.net/reader034/viewer/2022051816/5458a7f5af7959755d8b5310/html5/thumbnails/39.jpg)
www.tonic.fm
Thank you.