1. Brands: the new entertainers
Steve Mullins, Content Director, brand-e

2. 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

3. Brands: entertain & engage

4. 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?

5. gets the part
Stella Artois’ Le Cannes Casting Call…
Fits with brand’s cinematic creds
Engaging experience
Audience participation
Strong pay-off

6. out of doors
Get billboarded with Mini…
Good experiential
Online participation (Facebook)
Instant reward
Sharing

7. Branded entertainment trends
Social media Interactivity Deep media
235 million FB Consumer input All media
European UVs (Mar-
11) Multiple platforms Non-linear,
participatory &
More content for a Game-like immersive
‘marketing revolution’
Campaign migrations Highly personalised
to Facebook,
YouTube

8. Brands: the new entertainers
steve@brand-e.biz

10. •adjective /ˌintərˌaktiv/
(of two people or things)
Influencing or having an
effect on each other

15. 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
kanyewest
Kanye West

18. PART 1:
OUTSIDE THE
LINES

23. “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!
“Looks like someone in the Axe marketing department has decent taste in music..”
“Truly wonderful! I love the 90s version, however, as soon as I saw
the TV advert I was utterly transfixed. Beautifully done!”
“Beautiful music! Like the song of the Sirens from Odysseus"

24. 3729
4336
6225
43321
7

25. “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
“slightly spoiled by the fact that it’s currently
soundtracking a deodorant commercial”
JARVIS COCKER – BBC 6 MUSIC

27. PART 2:
COOLER THAN
ANY LINE

39. www.tonic.fm
Thank you.