New Concept For New Actions - Carlo Sebastiani

branded entertainment
Carlo Sebastiani | Account Manager

[email protected]
> branded entertainment
As a concept, branded
entertainment (BE) is nothing new.
But recent, irrevocable changes in

the way we consume media has
thrust it back into focus for brands
and advertisers.
In order to cut through, messaging

now has to be entertaining, and
ideally with interactive elements.
The new challenge for advertisers in

the 21st century is finding a way to
do that while staying on message.
[email protected]
> branded entertainment began…
Branded entertainment began in

earnest with the Procter & Gamble
sponsored radio plays of the 1930s,
which later evolved into the
television soap operas of the 1950s.
For the next 50 years, the

combination of brands and ad
messaging continued along fairly
conservative lines, with product
placement and straightforward
sponsorships being the order of the
day.
[email protected]
> opportunities and partnerships
This is the era of the media

partnership. The new advent of
branded entertainment opens up a
number of mutually beneficial
partnership possibilities for brands.
Proven hotspots include the hobbled

music industry, IPTV, digital
television, service providers, and
social networks, who many believe
have the capacity to reach the
generations in a way that television
no longer can.
[email protected]
> future view
Branded entertainment will not replace

regular advertising; better to consider
it as one of many tools in a marketer’s
toolkit.
There are home truths about what

works, but by and large, there is no
final word: this is a time of
experimentation and exploration.
As ever, technology and the web will

drive and shape this sector.
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following this concepts
case history >>
[email protected]
Widget & Video Banner
Sviluppo di un videobanner con widget integrato. Navigabile online o

downlodabile, presenta il palinsesto del network Fox in modo nuovo ed
innovativo. L’utente ha la possibilità di inserire il widget nelle proprie pagine
personali o nei profili dei Social Network più diffusi. La strategia si è finalizzata
con una diffusione del widget attraverso una campagna banner sui principali
network di riferimento.
http://creativezone.eyeblaster.com/?ItemName=Fox%20TV%20Widget
[email protected]
Special Asset & Video Banner
Il progetto prevede innanzitutto una campagna banner su portali Msn.it,

Libero.it, Tiscali.it e Facebook, con l’obiettivo di dare massima visibilità alla
comunicazione attraverso formati particolarmente impattanti. Sul web verranno
inoltre diffusi widget contenenti trailer, sinossi, foto e altri contenuti sulla
pellicola, con l’obiettivo di sfruttare l’effetto virale soprattutto sulle piattaforme di
social network, a questo si aggiungono “special asset” in tema.
www.cinema.universalpictures.it/website/Hulk_yoursiteout/index.html
[email protected]
Fake Strategy & Hub Widget Game
Una strategia particolarmente articolata, iniziata a metà maggio con una fase
teaser incentrata sulla setta segreta La Fratellanza. L’obiettivo è stato creare un
passaparola per dar vita a un online recruitment, attraverso dei fake site e un
fake channel su YouTube; un’attività di keyword advertising su Google sfruttando
i termini di ricerca più comuni, lo sviluppo di un Hub per la diffusione di games
interattivi downlodabili sotto forma di widget.
http://www.wantedfraternity.com/it/
[email protected]
social media /
method & metrics
> Social Media / Methods & Metrics
Social media comes with a new set

of characteristics and behaviours,
not least of these being the very
active involvement of the audience.
This requires new ways of thinking

about planning and evaluating
media activity.
[email protected]
> Planning on social media
The marketing press is filled with stories of the

end of advertising as we know it.
The root of the cause apparently sits with the
rise of blogs and social media and with the
fragmentation of audiences and media.
The role of traditional media is changing

as the size and influence of social media
grows.
As that change occurs, brands are

responding by increasing their
budgets and activity in the new and
exciting areas of social media.
[email protected]
> Planning on social media
One of the obstacles to serious investment in

this area is the lack of standardization.
Each of the many ways that a brand can use

social media is measured differently.
Podcasts, blogs, Wikis, social networking sites etc.

each have their own particularities.
[email protected]
> a framework for planning social media
KUDOS is a framework for managing the

ambiguities of both the planning and measurement
of social media activity.
KUDOS (meaning 'fame', 'glory', 'renown')

is an acronym that reminds us of what
attributes a piece of social media activity
should display if it is to be successful.
It should be Knowledgeable, Useful,

Desirable, Open and Shareable.
And it needs to achieve this for both the
audience and the brand.
[email protected]
[email protected]
> KUDOS and SC
KUDOS is based on the concept of Social Capital (SC).

SC is essential to our understanding of the way in
which online social networks (OSN) work.
It is a way of talking about how valuable our

online social networks are.
It is a way of thinking about what we are able
to do with them, how we can maintain,
expand and develop them.
[email protected]
> The qualities of Social Capital
Utility through Accumulation: Like economic capital, the more SC an

individual accumulates, the more easily that individual is able to affect
their environment.
Inequality of Distribution: Like economic capital, SC is differently

available. Some individuals have a lot, others less.
Expiration through Under-Use: Unlike economic capital, which expires

through over-use, SC expires through under-use. 'Use it or lose it'.
[email protected]
case history >>
[email protected]
Online Campaign & Viral Application
Non una campagna online tradizionale, dunque: alla pubblicità tabellare è

stata associata una forte declinazione virale, concretizzata nella diffusione
in rete dell’applicazione “Il mio gemello mi perseguita”, localizzata sul sito
dedicato. www.Ilmiogemellomiperseguita.it. Parallelamente è stata
svilippata una massiccia azione di video seeding nei principali video
content aggregator.
[email protected]
Online Campaign & Video Seeding
Parallelamente ad una pianificazione su Repubblica.it, sono state sviluppate

attività di blog affiliation, online pr e video seeding, sfruttando al massimo
le potenzialità del Web 2.0. Il cortometraggio è stato lanciato attraverso
una partnership con il portale dedicato al cinema MyMovies.it, il lancio è
stato supportato da azioni di Online PR tradizionali e pianificazioni media
non convenzionali.
www.pastagarofalo.it
[email protected]
Video Seeding & Online Pr
Un progetto esclusivamente online, al fine di creare passaparola negli

ambienti dove si celano potenziali clienti o appassionati di nautica.
Un piano di comunicazione articolato, volto al presidio dei blog in target, dei
social network e dei principali video content aggregator. Il tutto per creare
word of mouth sul brand.
www.murphynye.com
Online Campaign
Sviluppo di una campagna tabellare per FoxLife, canale femminile di FoxTv,

La campagna aveva come obiettivo la presentazione della programmazione
del canale.
Sviluppo creativo di formati video interattivi ad alto impatto visivo,
pianificati sui principali portali femminili ed in target con i contenuti
editoriali del canale.
foxlife.foxtv.it/home
redefining marketing
> redefining marketing
Branded utility is not just a tool or a tactic, it's an

approach that reflects a new state of mind in
marketing.
One that is about giving something away in
order to earn people's time and attention.
Creating useful personal experiences for a large
number of people is now more possible than ever
through online communication.
[email protected]
> widgets, widgets everywhere
One of the most widely publicised elements of

branded utility is the widget - the little service
applications that sit on your desktop, web browser,
Facebook profile, keeping you constantly updated
on everything you want.
[email protected]
> brand alliances and partnerships
As branded utility requires agencies to become

product developers and brands to be software
companies, it is a sector ripe for strategic alliances.
[email protected]
> consumer landscape and cultural trends
The history of media has been one of passive

consumption. However, today one of the strongest
social trends is towards participation.
People are keen to create, by establishing blogs or

individual spaces, or sharing photos or videos
online. Even clicking on a link is a creative act that
can impact what other see or don’t see. Yet this is
not just about a social divide.
Everyone of us is both a consumer

and a creator.
[email protected]
> future view
Technological advances should make it easier to

reach people with useful and more userfriendly
tools and the 21st century consumer is more
inclined to take notice of something that is less
transient and more meaningful than a traditional
30-second spot.
[email protected]
case history >>
[email protected]
Online Campaign & Partnership
Le pagine web di www.foxtv.it, il portale del gruppo Fox Channels Italy,

ospitano il minisito dedicato a Jeep Patriot: uno spazio in cui l’utente può
guardare quattro episodi che hanno come protagonista proprio Jeep Patriot.
Ogni video presenta in stile cinematografico le principali caratteristiche
dell’auto, dando vita ad un’interpretazione “spettacolare” dell’essenza Jeep.
Sviluppo contenuti creativi, strategia di lancio e gestione partnership.

[email protected]
Corporate Web Site
Realizzazione creativa e tecnologica del corporate website Nat Geo Music.

Sviluppato attraverso un nuovo linguaggio di programmazione chiamato
Papervision che sfrutta le potenzialità delle immagini 3D rendendole
interattive e fruibili nel web per un’ efficace gestione di contenuti editoriali e
grafici.
www.natgeomusicsales.com
[email protected]
Corporate Blog Site – web 2.0 actions
Per lanciare sul mercato il deodorante Dove Minimising, Unilever ha deciso

di sfruttare anche il Web 2.0.
Con la collaborazione dell’agenzia xister nell’ideazione e progettazione
dell’impianto di comunicazione son stati sviluppati contenuti e pianificazioni
facendo leva sulle potenzialità di condivisione di Facebook, Twitter, Flickr e
YouTube. Le varie fasi di lancio prevedono un casting sui SN per individuare
le testimonial del prodotto, la realizzazione di uno spazio aperto ai commenti
degli utenti e molte altre integrazioni per i social media.
www.cosicomesei.it
[email protected]
Social network & video seeding
Con Virgilio Cinema è stato realizzato uno speciale dedicato al film e un

give away che permette agli utenti di ricevere i gadget di Transformers.
In particolare, tramite Facebook, sarà veicolato il Social Media Toolkit: un
vero e proprio hub che consente la veicolazione di asset personalizzati quali
immagini profilo, skin, icone, per personalizzare i propri social network
profiles.
[email protected]
Carlo Sebastiani | Account Manager
[email protected]
xister - roma
vicolo della frusta 8/9 - +39 06 58 33 59 26

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branded entertainment

Carlo Sebastiani | Account Manager

But recent, irrevocable changes in

In order to cut through, messaging

The new challenge for advertisers in

Branded entertainment began in

For the next 50 years, the

This is the era of the media

Proven hotspots include the hobbled

Branded entertainment will not replace

There are home truths about what

As ever, technology and the web will

Sviluppo di un videobanner con widget integrato. Navigabile online o

Il progetto prevede innanzitutto una campagna banner su portali Msn.it,

Social media comes with a new set

This requires new ways of thinking

The marketing press is filled with stories of the

The role of traditional media is changing

As that change occurs, brands are

One of the obstacles to serious investment in

Each of the many ways that a brand can use

Podcasts, blogs, Wikis, social networking sites etc.

KUDOS is a framework for managing the

KUDOS (meaning 'fame', 'glory', 'renown')

It should be Knowledgeable, Useful,

KUDOS is based on the concept of Social Capital (SC).

It is a way of talking about how valuable our

Utility through Accumulation: Like economic capital, the more SC an

Inequality of Distribution: Like economic capital, SC is differently

Expiration through Under-Use: Unlike economic capital, which expires

Non una campagna online tradizionale, dunque: alla pubblicità tabellare è

Parallelamente ad una pianificazione su Repubblica.it, sono state sviluppate

Un progetto esclusivamente online, al fine di creare passaparola negli

Sviluppo di una campagna tabellare per FoxLife, canale femminile di FoxTv,

Branded utility is not just a tool or a tactic, it's an

One of the most widely publicised elements of

As branded utility requires agencies to become

The history of media has been one of passive

People are keen to create, by establishing blogs or

Everyone of us is both a consumer

Technological advances should make it easier to

Le pagine web di www.foxtv.it, il portale del gruppo Fox Channels Italy,

Realizzazione creativa e tecnologica del corporate website Nat Geo Music.

Per lanciare sul mercato il deodorante Dove Minimising, Unilever ha deciso

Con Virgilio Cinema è stato realizzato uno speciale dedicato al film e un

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