how to engage the consumers? cross media formats - andrew piller, fremantlemedia uk
DESCRIPTION
Prezentacja Andrew Pillera z Fremantlemedia UK wygłoszona 22 września 2011 r. podczas Filmteractive Festival w Łodzi.TRANSCRIPT
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A global leader
One of the world‟s largest creators of entertainment brands Includes „Idols‟, „Got Talent‟, „The X Factor‟ and „Hole In The Wall‟
Global production network Production offices in Europe, the Americas, and Asia
Global distributor of finished programmes Direct distribution to over 160 broadcast and cable clients
Worldwide ancillary exploitation operations Integrated agencies for off-screen, interactive & traditional ancillary rights
Dedicated international brand management team Central co-ordination of all productions and related activities
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A market pioneer
Our shows are constantly rated number one in over 40 countries
10,000 hours of original programming produced every year
Programmes distributed to more than 150 different market
Production operations in nearly 25 countries worldwide
FremantleMedia Production Office
FremantleMedia Licensing
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Global Brands Primetime inspiring entertainment & events
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Inspiring entertainment Reality & „zeitgeist‟ shows
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Inspiring entertainment Long-running drama
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Inspiring entertainment Comedy
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Inspiring entertainment Game Shows
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What is a global brand?
A format is a story that is scaleable,
transferable and repeatable.
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How we roll out our formats “Got Talent” is locally produced in 44 territories
Format Sales
Tape Sales
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Points of Consumer Engagement
Format
Web/Online
Sponsorship
TV
Telephony
Promotions
Mobile
Publishing
Toys & Games
Dress Up
Confectionary
Apparel
Live Events
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Who Fremantle Media‟s new media production division
Experts in using content to drive deep audience engagement
is ?
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Digital Shows
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We develop content in 3 ways:
1. Blue sky development and then securing eyeballs
2. Respond to briefs with bespoke content
3. Engage in partnerships for co-development
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1. Blue sky development and then securing eyeballs
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4 LAYERS OF CONTENT
2. NON-LINEAR PROFILE
CONTENT
On web cam, flip cam, mobile
cam that gets us deeper into
the story (on characters‟own
profile pages etc.)
1. TV ON THE WEB
linear episodic content - 2
episodes per week
3. INTERACTIVITY - getting involved in the creative
process
- interacting with the characters
4. ACTIVATION
- Creating community around
contnent
- Moving the Freak community
to a branded microsite
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Success Metrics
Text
Views (Reach and Frequency) Over 1.5 million views Community: Core loyal audience of 70k 10k friends Engagement and interactivity: 10k music uploads 1.2K comments 155K views of character profiles Content awards Rocky Award (Banff international festival) for best original online entertainment experience Nominated for a digital Emmy award Webi Award Honor Marketing Awards
Tampax “My Weekend, My Way” activation via Freak was short-listed by Marketing Week for
Campaign of the Year and was also short-listed by P&G internally as the P&G Global Campaign of the
Year
Marketing ROI (Tampax Freak activation achieved for Tampax as measured by Starcom):
Ad Awareness increase of +25%
Brand Consideration increase of 7%
Brand Preference Increase of 10%
Message Association increase of 25%
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Timeline of Activities
1. Developed
concept 2. Produced
pilot 3. Partnered with
Myspace to
provide media
solution 4. Sold sponsorship
activation packages
to brands (Tampax,
Redbull,
PlayStation)
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2. Respond to briefs with bespoke content
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Marketing Problem Buick wanted to reinvent itself and become more
relevant in the eyes of its consumers
Content Solution Re:discover: Profile cities which - like Buick - have
been around for +100 years, but rediscover them in a
new way
How? Get local participants, serving as tour guides on a 12 city
tour with stops in a series of US cities, with Buick cars
enabling the participants to get from A to B
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1. Received a
brief from
Buick and
MSN
2. Took the
marketing problem
and marketing
insight and built up a
creative series
3. $3million deal
- $1million = production
- $2 millions = media spend
(MSN guaranteeing eyeballs
through a home page
takeover)
Timeline of Activities
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LIFE PEOPLE FOOD
3. Engage in partnerships for co-development
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is
BEN EBBRELL
(the chef) BARRY TAYLOR
(the creative)
THE CREW
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a young team with a passion for food C
rew
Ben - Chef Barry - Creator
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is INTERACTIVE
36 000+ Subscribers
2.5 million + views
in six months
3000+ fans in six months
900+ followers
Over 200 000+ page views
35 000+ unique visitors
SORTEDFOOD.COM
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we are recognised...
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"we are straight talking, honest and
deliver with attitude" B
oo
ks
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1. Partner with a
brand to take the
Sorted recipe series
to the next level
2. Find a media
solution that
compliments the
creative solution
3. Add a story layer
to the recipe series,
produce a pilot and
find a TV partner
Next Steps
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How Can I
get involved?
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BRIEF DEVELOPMENT
WORK
GREENLIGHT
PACKAGE
• Brand / Client presents
brand challenge /
proposition
• Develop 3-5 creative
directions
• Through a series of
iterations, working with the
client, we determine the
creative direction
TO LIVE
2-3 weeks 4-6 weeks 2-3 months
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