evergreen branded media
TRANSCRIPT
A Transmedia Branded Entertainment Agency
Defining Transmedia Branded Entertainment
Branded Entertainment is the integration of a product or a brand into a piece of entertainment content.
Web Series
- Henry Jenkins
“Transmedia is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world. By using different media formats, it attempts to create "entrypoints" through which consumers can become immersed in a story world.”
www.backontopps.com
What We Do
Evergreen Branded Media starts with high quality content and organically integrates your brand
messaging intothe story line.
Content Integration Distribution
We identify and build relationships with top tier digital content studios and independent writers and directors.
Current content producers we represent:
- Vuguru- Comedy Time TV- Import Productions- Integrated Alchemy - Dice Films- Baditude Entertainment- Toggle TV
We also create original content at our in house production facility, Cine Rent West.
How We Do It
Content Integration
How We Do It
Distribution
Brand as Scenery
Brand as Character
Brand as Story
Brand as Conversation
Brand as Utility
Content DistributionTargeted distribution through leading:
- Media Partners- Video portals -- Top Publishers- Ad Networks
Extend the message through Transmedia Activation:
- Social Media- Mobile- Gaming- Widgets- Live Events- Apps
We provide detailed reporting metrics of user engagement for each project
Brand As
Broadcaster
How We Do It
Integration
Share of Market
The Result: Brandgagement
=Share of
MindShare of
Time
Share of Conversation
The Business Case ForBranded Entertainment
A Major
Marketing Disruption
The Numbers are Growing
33 Billion monthlyvideo streams (US)
160 Million mySpace users
Facebook = More than 450+ million active users & 3rd largest
video sharing platform
Hulu 44 Million Unique Viewers
1 Billion streams / month
75 Million + Twitter AccountsPeople consume an average of 186 videos online per month
(average length 4 Min)
Four Square Geo-location based service has over 1 Million check in’s a week
DVR usage will grow more than 70%, to 51.1 million U.S. TV homes by 2014
Source: Comscore 2010
Video Snacking is Now an all Day Media Habit
Reaching Consumers Throughout Their Media Day
7:00 AM
9:00 AM
11:00 AM
1:00 PM
3:00 PM
5:00 PM
7:00 PM
9:00 PM
11:00 PM
TV Print Radio
BreakfastNews
News
Sports
Entertainment
Morning Paper
Journey toWork Morning
Show
PaperMagazines
LeisureMagazines
Lunch
JourneyHome
Out toDinner
Drive Time
Drive Time
Email /VideoSocial/News
Search/Blogs
Video Snacking
Search/Blogs
Digital Multitasking
(Video, Social, Mail, Blogs, Podcasts)
Online / MobileOutdoor
Net Result
Consumers choosing to spend less time with
your brand’s traditional media messaging
Solution: Entertain to Engage
Integrate your brand messaging strategy into entertainment andSTORY based content that your consumers choose to watch
Digital TransMedia: The Long Tail Of Brand Image
Trad
itio
nal M
edia Primary Brand
Proposition
Secondary / Tertiary Brand Proposition
Target New Profitable Consumer Segments(at a lower cost)
Unlimited Digital Media Shelf Space
Teen girls whoplay soccer Men 17+ Sports
geeks
Teen boys whoplay Lacrosse
Women 21 + intoyoga
Mothers 30+
Activating A Transmedia Distribution StrategyDrives Engagement
Lost: 2 34
Gossip Girl: 14 125(Originally a Web Series)
Chuck: 25 57(Subway Brand sponsorship)
CRPRank
NielsenRank
CRP: Content Power Rating - combines TV and online social media metrics to measure full consumer engagement
The Economics of Branded Entertainment
For less than the average cost of a 90 second broadcast TV media buy you can produce and
distribute 1.5+ hours of targeted branded entertainment content that consumers choose to watch
* based on average national Broadcast media buy cost of $300K for a 30 second spot
90 Seconds 1.5+ Hours
Client Case History
- Web Series: www.backontopps.com
- Client: Dicks Sporting Goods
- Studio: Vuguru.com
-Target Audience: Men 18+ who like sports and popular culture / sitcoms
- Integration Strategy: “The Authentic sports retailer”. Connect the character’s passion for all things sports to the DSG brand.
- Media Partner: www.foxsports.com
http://www.YouTube.com/BackonTopps#p/u/4/ZwRLM-pM4Hs
