At the iMedia Entertainment Marketing Summit today and here’s some of the interesting tidbits…
Brad Berens kicking things off again this year with the state of the industry. As always, compared to 30 years ago, the share numbers are low, so it will be interesting to see what he proposes as an upside. He’s proposing how Internet is the connecting piece to be able to drive the behavior we want…
Carol Kruse of ESPN is next…
All about tapping into the passion. Sports has it and even the larger brands like Coke drive their own passion, but others, like CPG, can get some of that by association. In the US, 90 percent are sports fans. With all the forms of distribution, it’s easier to be a fan, but it’s never been harder for us to reach them… It’s all about the Brand promise – not just a logo.
Social media is like a puppy. Everyone loves a puppy, but what happens when they become a dog – it’s a pain. Goes from exuberance to painful. Take it down if it’s too much of a hassle. Winnow outlets down to what can be fed effectively. ESPN runs their social properties under the guidelines of Relate, Empower and Reward. Engagement levels are amazingly high. Twitter outlets focus on real-time marketing and highlighting studio talent – who need guidelines as they represent the brand. All of this is with rules and guidelines. It was not immediately accepted, but it is now and both that and sharing wins and losses are integral to success.
It’s great that ESPN works off the adage that the fans own their brand. It was a challenge to get senior management to relinquish control, but once the brand is in the public it explodes. The one caveat is that crisis management in place so that there could be a response if something bad arises.
CASE STUDIES MOSAIC
Online Video and Tablets —
Karin Timpone from Disney focusing on second screen – Grey’s Anatomy and Oscars sync app were featured. Nearly 40% of Internet enabled homes have simultaneous usage each week. 40% of online time while watching shows. 70% of iPad users watch TV content on their tablet.
It’s so frustrating to see this presentation when the FoxPop app beat it to market by 9 months, but didn’t receive the same promotional push.
The Oscar app reel looked good, but the live latency was lacking when it was live. With 1.5MM views, it’s a cool number, but the actual technology needs to catch up.
Looking to increase social connection, storytelling and further integrating marketing messaging.
One Metric to Rule Them All —
Measuring the impact of multiple-screen advertising exposure on consumer behavior was the main talking point for Anant Mathur of Starcom Mediavest and Joan Fitzgerald of comScore. The challenge is assigning full responsibility to any one element in the multiple format campaigns. Ultimately, it’s about the overall impact. But you are able to track if you understand your consumers and how they use media.
Is using both TV and Internet, is it 1+1=2 or 1+1=2X? What is the banner equivalent to 30 second spots? For exposure of both TV and Internet, the probability of visiting the website increased by 62% within a 3 day window as opposed to 10 and 20 percents respectively for TV and Internet. 5 Internet impressions equaled 1 TV only exposure in the one case study. With both, just 1 of each type, the numbers were much higher.
They need to measure types of digital exposure to compare creatives and other executions to better measure effectiveness. Just like all spots are not equal, neither are online media executions.
Scott Wellwood of Total Immersion talked about the future of augmented reality. In simplest form, it is the merging of virtual and actual in real-time.
He showed an example from AVATAR and, as usual, the spot was much more than what was ever actually executed.
AR is meant to augment and not immerse. It’s not about taking you out of your world.
Three examples given were Discovery – pointing at an image OOH, Social Engagement – more location based at certain times that is effectively like a flash mob, Enhancement – augmenting viewed content as an overlay.
Adam Davis of Horizon discussed the work for History Channel – History Goes 360
The case study was aiming to make the program the biggest cable event of all time. The video was weird as it showed us nothing about digital. We still haven’t heard what the product was and we are 5 minutes in. 7 minutes and still no mention of the game. Still nothing more than basic strategy.
Finally, the product. And it is a waste of time. It was about a whole campaign that has been seen before with early seeding, latter interaction with polls and quizzes and then broad media leading to the premiere of the series.
It always seems that the least relevant or engaging presentation runs over their time slot the most…
Dougal Strachan of Fox Theatrical Marketing spoke about NFC – near field communication – and their campaign for X-MEN: FIRST CLASS. They had a great program incorporating OOH in London
Using a shortwave communication by touching your phone to another phone or touching a .05 cent cost NFC chip.
It was a good return, but network connectivity was inconsistent, NFC reader strength varies by manufacturer, the way the poster is hung affects performance and consumer awareness are challenges that will be hopefully smoothed out.
As more financial transactions use this technology, it will be more widespread. The belief is that a third of all transactions will be done via NFC in 12 months. So, the use will become wider and simpler to get the interaction out to more people as a result.
Bettina Sherick was awarded this the Visionary Marketer Award at lunch. Besides the fact that she absolutely deserved it – engaging the creation of systems and standards that still guide entertainment marketing globally for all studios – her gracious and eloquent acceptance of the award hit the spot perfectly. Bettina possesses a humility that is not always found in the industry and her tipping of the hat that everyone in then room was visionary meant a lot. Having known her and working closely with her since she began as head of Fox International Home Entertainment Digital Marketing, it was truly gratifying to see her get her due with this award.
SOCIAL MEDIA SESSION
I missed the “Social Media & Entertainment: Obstacles, Opportunities & More” session by Don Buckley of Showtime, Katy Madati of Facebook and Sarah Pass of CAA. But, I heard it was good and covered the basics that we all know…
In an annual event that’s either invigorating or frustrating. It is an opportunity for agencies to pitch on a product and really show your skills to a lot of people. In any case, it really shows a wide range of capabilities. Some are strong and some are not.
In this case, Damian Hagger of 6 String nailed it. He came in with the entire campaign for the fictional Tim Burton film version of WIZARD OF OZ that was complete, well thought out and expressed their detailed knowledge of the market.
What tripped Damian up a bit was the first question about cost. His answer was that it depended on the client, but it did not deal with the RFP figure of 50K and 150K campaigns. It was splashy and complete, but if their campaign would cost exponentially more, is it a fair game?
Ultimately, 6 String presented the most realistic pitch where you’ve got to present a lot in the big picture because it becomes about the odds and averages of actually receiving a green-light on any of the components.
We’ll see what the judges say…
It was 6 String by a landslide – and then we all went on to drink at the reception.
Overall, the event was another strong one. The sessions were consistently good and the shootout was entertaining. The speakers, for the most part, were all on-point and it was great to connect and reconnect with a bunch of friends and colleagues from throughout the entertainment industry.