Alex Koppel (Red Bull) iStrategy Presentation
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Here is Alex Koppel's presentation at iStrategy London in May. He outlines that Red Bull's whole strategy lies within content creation
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Alex Koppel (Red Bull) iStrategy Presentation
- 1. ALEXANDER KOPPEL CHIEF COM ERCIAL OFFICER M MAY 2012
- 2. BRANDS – IT’S ALL ABOUT CONTENT BRITISH EXAMPLES!
- 3. BRANDS – IT’S ALL ABOUT CONTENT BRITISH EXAMPLES!
- 4. BRANDS – IT’S ALL ABOUT CONTENT BRITISH EXAMPLES!
- 5. BRANDS – IT’S ALL ABOUT CONTENT BRITISH EXAMPLES!
- 6. BRANDS – IT’S ALL ABOUT CONTENT BRITISH EXAMPLES!
- 11. oUR MAJoRASSet IS content cReAtIon pl AtfoRM & tool S dIStRIbUtIon
- 12. 360 DEGREE MEDIA BUSINESS RED BULL MEDIA HOUSE
- 13. IS 3 rd MOST INFLUENTIAL SOCIAL BRAND GLOBALLY 250 600,000 28 MILLION MILLION VIDE O FOLLOWER FANS S VIE WS
- 14. ON 100+ HOURS OF CONTENT ACTION SPORTS 280 MILLION VIEWS
- 15. ART OF FLIGHT TRAILER
- 16. TH E AR T O F M AS S IVE WE BS ITE TR AF F IC More than 4 mio. combined pages views. F LIG H T 11.5 MIO VIEWS Official Art of FLIGHT trailers. 10 MIO IMPRESSIONS 110.000 Facebook fans and 9,200 followers on Twitter 42 S OLD OUT PRE MIE RE S In 21 countries O VE R 200 S C R E E N IN G S In winter 2012 all over the world 2.2 M IO VIE WS Of Art of FLIGHT game (7min 22 average time, 2 awards) N U M BE R 1 During week 1 movie sales in 80% of release territories.
- 17. TH E AR T O F F LIG H T – S ALE S WO R LD C ORE MAS S WIDKE D PAC E DIG ITAL PAC KAG E ME DIA D ME DIA SALES TO DATE: SALES TO DATE: SALES TO DATE: 150K+ UNITS 200K+ DOWNLOADS 150K+ UNITS 1M+ EUR 800K+ EUR 800K+ EUR
- 18. • BRILLIANT CONTENT • MULTI CHANNEL EXECUTION • REACH + MONETISATION
- 19. CHALLENG E FORITTIN G U G H ? T US?S TAR IN TE R E S BU T IS ENO
- 20. GOOGLE’S ZMOT BY JIM LECINSKI T h e Z e r o M o me n t o f T r u t h in f l u e n c e s wh ic h b r a n d s ma k e t h e s h o p p in g l is t , wh e r e s h o p p e r s c h o o s e t o b u y a n d wit h wh o m t h e y s h a r e t h e r e s u l t s . I t ’s u p t o u s t o j o in t h e c o n v e r s a t io n a t t h is n e w mo me n t wh e r e d e c is io n s a r e b e in g ma d e , a n d t o p r o v id e t h e in f o r ma t io n t h a t s h o p p e r s n a t u r a l l y c r a v e , in a l l
- 21. • BRILLIANT CONTENT • MULTI CHANNEL EXECUTION • REACH + MONETISATION • NEW PARADIGM
- 22. Conclusions ?
- 23. THANK YOU
Notas do Editor
- Good Morning Ladies and Gentlemen My name is Alex Koppel, and I’m delighted to be with you here in the Russian province of Chelski I hope I can stimulate a few valuable thoughts with you in the next few minutes
- Haven’t brands always been about content ? Let’s indulge ourselves for a minute …. We know them all, we loved them, they still bring a smile to our faces and each in their own right were and are….great content, fully embraced and contributing to the bottomline … remember this comb-over comedy genius ….?
- Or this example of re-creating the romance of a feature movie, but attaching it to brand values and positive re-inforcement of brand choice….
- Here we’ve seen the great British male population engaging in the selection of snacks in way not seen before….
- Whilst the imagery and messages from the iconic Guinness campaigns have been timeless and long lasting….
- And finally what this famous Hofmeister campaign lacked in class, it made up for in engagement…clearly it took creative genius and deep cultural insight to connect with the 80’s British male with Beer and birds…. But we loved it none-the-less !
- ….so Brilliant content – it’s a ‘given’ but it’s critical…. But is it enough in 2012 and beyond ? I would argue not …..
- The proliferation of new media is well documented, we all know it and the obvious statement is that we adapt our content to deliver effectively Today we’re blogging, tweeting, posting, making more ‘friends’ than we could ever imagine, and claiming this as positive ‘engagement’ through content
- I’m not suggesting that we have all the answers, but let’s talk for a minute about what we are doing at Red Bull Media House
- It has led us to develop a network that is significant and growing And a concept that is broad and sustainable
- We‘ve not lost sight of what we are trying to achieve (we are a beverage business first and foremeost), but have found ways to credibly grow our reach no matter what the channel .... But has it worked ?
- In many ways it is a different model, but as we examine the channels and opportunities …. We see a unique foundation from which to build… We have a brand that has previously created content to promote and explain it’s product That has evolved to creating premium content that has value in it’s own right, but still embodies the spirit of our brand. Perhaps frustrated by the pace of change, we have grasped chance to build and grow our own channels for our own content… We publish our content through our own TV, Mobile, Print, Radio and Social media channels. We do it in a way that is tailored to our brand and our values, whilst also reducing reliance on other media
- The culmination of great content, focused channel and a clear plan to integrate has moved us to a position where we have a strong platform to convey our messages and build further…
- We are carving out credibility, recognition and channel status within the categories and demographic that is right for us. Undoubtedly clear proof of why we value our content and indeed why our content is valuable.
- But in addition to this.......let me introduce 1 of the 2 games changers I want to highlight to you today … take a look ….
- It’s pretty cool huh ? It’s shot in HD and is available in 3D, it stands alone as a compelling story and of course it is distinctly Red Bull – both visually and emotionally …. And most importantly perhaps it has 100% credibilty as a fantastic piece of content. But what have we actually achieved ? We have gained direct engagement with our consumer and a model that can add to the bottomline in it‘s own right through monetisation strategies IN ADDITION to achieving the needs of the brand .
- More results Previous slide – multi channel engagement with millions of consumers globally This slide - content as a product, contributing to the bottomline Enabled by a business strategy to create assets that have real value, are true to the brand, and are distributed through own and 3 rd party channels and I guess it’s no shock to suggest it’s been a profitable exercise …. So is this a new perspective for content and channels ?
- Remembering the question we started out to answer how do we ‘‘embrace and complement’ … pretty good I’d say Yes, every business can’t do all of this and won’t want to do all of this, but conceptually I think it’s a model that is forward looking and perhaps something that other businesses can translate and improve upon…. And this is my first example of a new way of thinking required for brands….
- BUT is it enough ….. As I mentioned at the start – I think it isn’t, we are being forced right now to redefine “embrace & complement”…. Here’s why … I think that the model we are following actually complementary to the challenges ahead, but we need to think differently, brands are now being challenged by what Google have termed ZMOT…
- I don’t want to go into this in detail, as I’m certainly not an expert, but I do believe it is significant in our thinking, most particularly for content The ‘Zero Moment of Truth’ concept is bought to us by Jim Lecinski of Google It adds a new dimension to what was the old paradigm of consumer purchase decision-making model from the hugely respected Proctor and Gamble company. Put simply it recognises that from the moment where the thought of ‘I must get that….’ sparks into our brain, we now make our actual purchase decision via many various stimulus, almost always using our most convenient device and information source (probably our phone, tablet, PC). We actually decide at that point rather than in front of the shelf in store as our parents might have…this ‘Moment of Truth’ – our purchase decision – has significantly shifted and hence the ways that we can influence it have too. I’ll let you read more on that is it interests you … the one point I want to make is the following …
- WHAT A MASSIVE SHIFT …. This changes the game But I would argue it makes your content more important than ever Your content will must now contribute meaningfully to you brand / your products with a significance that it did not have previously It must create perceptions, it must positively enforce consumer confidence It must be discoverable and compelling at this critical point As Dina Howell put it – we need to ‘Join the conversation’ and the stakes are higher – it is a buying decision point, not just brand awareness….
- So that is our challenge – ‘Embrace & Complement’ takes on new significance and so does everything we do with regards to our content and channels We will each need to translate this into meaningful thoughts and actions for our own businesses Does the Art of Flight show us a new model for content ? What changes does ZMOT demand of us ? Most businesses don’t own athlete’s helicopters, 3D cameras, TV stations etc etc but we can all consider what print, blog, visuals or conversations can impart the essence of our brand in a way that our customer REALLY wants to listen / engage, indeed will attach a real value to…
- Thank you !