brand entertainment and play presentation
DESCRIPTION
Conference presentation at the 1st World Research Summit for Tourism and Hospitality at the ICON hotel, Hong Kong.TRANSCRIPT
Evidence from National Restaurant Chain’s Integrated Marketing Communications and Social Media Management
BRAND ENTERTAINMENT AND PLAY
Pasi P Tuominen
University of Hertfordshire Business School
World Research Summit for Tourism and Hospitality 13 Dec, 2011, Hong Kong, China
“DEFINITION” OF BRANDED ENTERTAINMENT• A convergence of advertising and entertainment.
• A new term to describe a more contemporary, sophisticated use of product placement
• Branded products are no longer just 'placed'; they are entwined into entertainment content making a stronger emotional connection with the consumer
LITERATURE• Hudson, S. (2006). Branded entertainment: A new advertising technique or product placement in
disguise? Journal of Marketing Management , 22, 489-504.
• Moore, E.S. & Rideout, V.J. (2007). The Online Marketing of Food to Children: Is It Just Fun and Games? Journal of Public Policy & Marketing: Vol. 26, No. 2, pp. 202-220.
• Pellegrini, A. (1995). Future of Play Theory: A Multidisciplinary Inquiry into the Contributions of Brian Sutton-Smith. Albany, NY: State University of New York Press.
• Terlutter, R.D. (Ed.). (2010). Advances in Advertising Research (Vol. 1). Cutting Edge International Research. Germany: Gable Verlag.
• Zhang, J.Y. (2010). To Play or Not to Play: An exploratory Analysis of Branded Entertainment in Facebook. American Journal of Business , 25 (1).
exampleEnergy Drink Red Bull
• Introduction and background stories about the designated X-fighters
• Redbull.tv with multiple channels for (extreme) sports, music and fashion
• High class Games & Apps are changing according to their usage
• News, results and video footage from around the world
• 23,6 million followers in Facebook
Sample for this researchAmarillo Restaurant Chain
• Casual restaurant chain with 21 units operating in Finland and Estonia
• 31 000 followers in Facebook
• Research period June – December 2010
• Facebook Insight Reports
• Whitevector Chat Reports (Social Media Monitoring)
• Snoobi web traffic reports
Findings from the study• Campaigns started late August or
during September.
• The amount of followers in Facebook increased with 2504%
• Between August and October, the increase was from 3174 to 25113
June July August September October NovemberDecember0
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Findings from the study• Interaction (the volume of) were
highest, when company (or a devotee) published content at the end of the week.
• Cross-media content provision by the company created most interaction in Facebook, re-tweets and blog reading.
1 8 15 22 29 36 43 50 57 64 71 78 85 92 99 106 113 120 1270
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Findings from the study• Incoming web traffic was higher in
other medias than Social Networking Services.
• To be able to participate or to be able to gain monetary compensation or status proliferation enhanced the incoming web traffic.
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Findings from the study• Burger tuning (FB application)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
67 83129
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312376
91 117
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Completed Burgers Likes Page views
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urge
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kes a
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Findings from the study• Reactions to content
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PromotionFactEntertainment
Subject category
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f rea
ction
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PRELIMINARY CONCLUSIONS• Ambient presence is required in order to compete in the evolving brandsphere
• Active and creative content creation and customer service play key role in acceptance
• Entertainment valued content creates most impressions ( and reactions )
• Promotion or fact related content has to be exclusive and offer real long term value
• Bargain hunters will rarely commit or build emotional connection to the brand perusing special price incentives
THANK YOU