Eight things you should know about Branded Content

Branded Content is not a new discipline.
Some argue that the first activities were in the 50’s, with soap opera produced by P&G.
Others cite that Popeye’s cartoon has commissioned by the U.S. government to stimulate
the consumption of spinach in the country. Although the first cases have happened a long
time ago, the discipline has not evolved as it could in the subsequent years mainly because
the conventional advertising (in the 70, 80 and 90) has always been efficient.

But the environment has totally changed.
Instead of looking for a specific definition, this presentation aims to discuss the
main issues regarding discipline, or rather the eight things you should know about
communication content.

We hope you enjoy the journey.

Dove launched Calming Night, a brand new skin care
product targeted at mums. Success depended on
persuading them to change their beauty regime and
Cadbury-Schweppes-owned Dr Pepper launched a start taking a shower at night. Were created branded
branded content initiative last summer around a mini-movies in which the main character uses Dove
custom-made bubble in New York. The bubble housed Calming Night and, as a result, enjoys a revitalizing
rock band Cartel for 20 days while it recorded its new beauty sleep and very pleasant dreams. The solution
album. The concept behind ‘Dr Pepper Band in a combined the Dove brand with top Hollywood talent
Bubble’ was to give fans an insight into recording an and an innovative partnership with AOL. Each show
album via live webcams. The event was filmed by featured a different, classic, mum. Then, with AOL,
MTV as a 4-episode reality TV show. On-pack was launched content focusing on the Chief
promotion gave drinkers exclusive access to webcams, Everything Officer (Felicity Huffman’s character),
reward points towards merchandise and entry into who dispensed beauty tips. TV, radio, press, email,
contests, and KFC take-out bags also carried coded in-store and PR activity drove viewers to the site.
vouchers which unlocked further footage.
Click Here to See More

To promote its new Sportwear collection Nike
decided to produce a documentary and afterwards,
The story begins with the video shoot for Sting's a music single. They joined two brazilian music stars
"Desert Rose," the second single from his late 1999 to reissue the classic song called “Umbabarauma”.
album "Brand New Day." The video called for Sting to The artists chose were Jorge Ben Jor and the famous
be driven through the desert to a club. The director brazilian rapper Mano Brown. The music video was
chose a Jaguar S-Type as a cool vehicle. When he saw well accepted by the costumers of the brand and it
the finished video, he says he realized, "My God, it's a gained a great visibility since both of the artists
car commercial." He sent a copy to Jag shop Ogilvy & hadn’t released a new album in the last 2 years and
Mather. The label had earmarked $1.8 million to their public was avid for new material.
market the single, Copeland said, including $800,000
to make the video. By contrast, Jaguar spent $8 million Click Here to See More
to air the spot, which visibly promoted the artist and
album. The result was an incredible sale for Sting’s
album and lots of young buyers looking for a Jaguar.

Red Bull’s ‘Gives You Wings’ slogan is brought to life
with the brand’s Air Race World Series. The series
spans live events, a TV programme on UK Channel
There are some clear correlations between a skilled 4, podcasts and premium mobile. The strategy is to
skater and a bird. To emphasize those connections, offer viewers a wide variety of content packages
Nike SB has decided that, the bird is the word. Nike each tailored to specific media. With TV audiences
SB took some of their top pro-skaters on a demo reaching record numbers for the 2007 season,
tour in Europe. The team comprising of 11 Nike SB event podcasts being viewed 35,000 times and a
pro-skaters stopped by London, Paris, Eindhoven bespoke O2 Active mobile portal racking up 55,000
and Berlin to share their skills, experience and page views, the strategy seems to be paying off for
demonstrate their craft with fans. The tour was Red Bull.
possibly one of the very few chances skate
enthusiasts will be able to catch their heroes in real Click Here to See More
life. It also became a documentary that can be
watched at Nike’s website.

In a World Cup year, Rexona wanted to engage 16-34
year old men with the new Rexona for Men Sport,
without getting lost in all the other football-related
Nestlé Brazil created nine carachters to promote noise. Building on the campaign idea, ‘lets you go wild',
concepts about sustainability and ecology. It was Rexona developed ‘Fanimals', a series of documentaries
created and shared by TV episodes, web episodes focusing on the history of football fans. In 13 episodes,
and the costumer could buy the caracthers in Rexona told the stories of real football fans whose die-
plush toys. The importance of this case is that a hard love for their team has passed into obsession. The
great concept was build and disseminated in plan was rolled out across 34 territories worldwide, with
different mediums. local language versions of the Fans United series placed
Click Here to See More with channels at no extra cost. The activity generated
significant awareness.

Land Rover’s Go Beyond TV is an internet channel for
branded entertainment. As well as partnering and
Mc Donald’s created a branded farm on Farmville in showing content from the Discovery Channel and the
a special one day event. Basically, McDonald’s will BBC, original content includes a show about Lance
become a “Neighbour Farm” to every player in the Armstrong and plans for a self- contained city above
world for a day, this allows players to come and Tokyo Harbour. Channels include places, people,
work on the McDonald’s Farmville Farm, helping to adventure, sport, culture and, of course, Land Rover.
grow things like tomatoes and mustard seeds. The
exposure is seriously huge for McDonald’s, who
gains almost instant exposure and potential brand
interaction to the near 70 million active Farmville
players around the world.

In 2001, driven in part by the sudden influx of In April 2006, Coca-Cola launched a television
consumers turning to the web to make their advertising campaign that told the story of what
purchasing decisions, BMW launched an ambitious really happens behind the scenes when you buy
idea that would effectively mark the beginning of a Coke from a vending machine. This campaign
branded entertainment’s return to popular culture. became the genesis for a wildly successful
Along with executive producer David Fincher, the customer loyalty campaign that today reaches
company launched a short film series called The Hire. consumers on multiple devices including
Directors such as like Ang Lee were brought in to television, computer, and mobile. The content
direct individual six-minute movies in exchange for was really well accepted and set the whole
total creative control over the finished product. The campaign and marketing strategy for the brand.
project paved the way for branded entertainment in Click Here to See More
the 21st century and The Hire's success created a
ripple effect of similarly-minded projects.

The streets of London's Soho aren’t often associated
“Where are the Joneses?” was a web-based with fine art. HP and London’s National Gallery
comedy series that broadcast its daily five minute challenged this with ‘The Grand Tour’, another part of
online episodes for 12 weeks between mid-June their ongoing collaboration HP-printed full size
and September 2007. The plot followed siblings reproductions of many of the Gallery’s finest assets
Dawn and Ian Jones on the trail of their numerous were hung around the streets of London. The
brothers and sisters around Europe. It used web campaign saw pictures placed in replica frames
services like Facebook, Twitter, MySpace, YouTube, accompanied by a gallery style plaque which contained
Platial and Del.icio.us as its foundation. As a phone number to an audioguide. The website hosted
sponsors, Ford provided a purple S-MAX for the an interactive map showing the locations of the
characters to drive in, but the overall branding was pictures, as well as walking tours that combined the
subtle. The exercise resulted in coverage in various art with some of the less obvious London landmarks.
newspapers and TV appearances, as well as WRTJ Click Here to See More
being picked up on blogs around the world.

EMI Music UK launched MPops, a weekly music show
for mobiles. The interactive show was broadcast live
To reinforce the existing 'Real Food' marketing position every Friday for seven weeks at the end of 2006,
adopted by the Hellmann's brand, they commissioned exclusively to 3 Mobile customers. The show was
a web series called 'In Search of Real Food’ featuring chosen out of a pool of over 50 entries to the 3
celebrity chef Dave Lieberman. Hosted on the highly- Mobile Pilot Pitch. Viewers were able to interact
trafficked Yahoo! Food portal, the 12 shows aired on a during the show with instant downloads of the tracks
weekly basis on 2007. The show followed Lieberman's featured, included as videos and realtones. Doing an
journey around the US seeking out people, places and action like that costs as much as doing a traditional
recipes at the heart of America. The shows included media plan. First because it also has media costs and
restaurant reviews, man-on-the street interviews and second that it involves other expenses like the artists,
recipe demonstrations. For an action like that, you the production and all the stuff used in concerts.
have to consider all the expenses which come, for
example, video production, reporters, etc.

Email: story@lukso.com.br
Twitter: @story_beats
URL: www.lukso.com.br
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Eight things you should know about Branded Content

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Eight things you should know about Branded Content