Branded Online Content: Should Companies Be Jumping On The Bandwagon? By Ian McQueen

Product Placement has certainly involved over the years, or should I say "brand integration." Sure, it's been around since the '30's, got a major boost with E.T. in the 80's and again with the reality TV revolution that Survivor kick-started. DVR ad skipping? Yes, that has spurred the branded entertainment revolution as well. So what about Branded Online Content, should brands be adding it their marketing strategy?

Original online content has seen tremendous growth in recent years. The likes of YouTube, Yahoo, AOL, Koldcast TV, Blip TV and Yahoo (to name a few) have all stepped up their game when it comes to the quality of content available for viewing. Gone are the cheesy videos made in your neighbors backyards, replaced by full fledged productions---some of which are backed by major Hollywood stars and productions. Can brands realize capitalize on developing and producing Branding Online Content?

The answer is a resounding yes! Look, Primetime and cable programs are great, offering brands more viewers and higher production value.; However, implementing and executing a branded content deal with a traditional network vs. online counterparts is night and day. From concept to online broadcast, it is a much simpler process that requires a fraction of the budget needed to produce a similar network show. Don't even get me started on all of the red tape and countless pitches, meetings, etc. you have to endure with network productions.

The bottom line is that companies have the ability to develop Branded Online Content and re-purpose it worldwide to millions of consumers as part of their on-going advertising and marketing initiatives. This is a strategy that should be seriously considered by brands investing in network product placement marketing as well as traditional advertising. 

Is Free Product Placement Worth It? By Ian McQueen

Is there such a thing as free product placement? Can you obtain anything of value for free in this day and age? What does free product placement look like and is it worth it?!

Well let's start by clarifying that "free product placement" is not free. At the minimum, if the opportunities requires product (usually does unless you are promoting a service or it is a signage opportunity), the cost of the actual product that is need plus shipping has to be factored in. Then there is time. How much time will it take to coordinate the deal from start to finish? Is it ok to just ship products and hope for the best or will there need to be some follow up to make sure the production is moving forward as agreed?

You see, when you factor all these things in, it really isn't free. In fact, if the person coordinating is not familiar with the product placement process, it could become a tedious task. That being said, is it worth it for a company to take advantage of these opportunities without the assistance of an experienced entertainment marketing agency?

My opinion is no. Most companies do not execute their advertising and marketing initiatives by acting on random phone calls from media agencies offering them free opportunities. There is usually a strategic plan---a proactive approach vs. reactive. Should product placement be any different? Not at all. "You get what you pay for" certainly comes to mind, and without an agency to manage  placements those efforts most likely will be fruitless. 

Is Sponsoring A Web Series A Good Investment For Brands? By Ian McQueen

The web is exploding with content, with shows being produced and distributed in every genre imaginable. In addition, online networks such as Blip.tv, KoldCast.tv, Yahoo and YouTube have joined the party as well. The question is, should brands be as excited as the networks and producers behind these shows?

https://www.facebook.com/thebreaksseries

Well, it depends... As with traditional network and cable productions, some shows are worthy of brand partnerships and some are not. First and foremost, potential brand partners need to review the project to determine if it is a fit for them (demographics, storyline, rating, etc.). Secondly, find out what type of distribution is in place and how the series will be marketed and promoted. The next step would be to discuss key sponsorship opportunities---brand integration, consumer driven cross promotions, social media initiatives, webisodes, etc. For major sponsorship, brands need a production team that is willing to be flexible and open to their marketing and branding initiatives.

There is great content on the web that is packaged and distributed to millions of viewers, offering brands afforable and attractive partnership opportunities. Compared to traditional television series, the barriers of entry are much lower while still delivering "win, win" results. Apple's iPad has revolutionized how consumers view content, further advancing the web series model. Not to mention the fact that several web series networks are now available on connected TV's, allowing viewers to watch in their living rooms as well.

The right property combined with a comprehensive entertainment marketing campaign will deliver incremental sales, millions of consumer impressions and invaluable branding for web series sponsors.

Can Instagram Influence Consumers With Branded Photos? By Ian McQueen

Instagram has taken the social media world by storm, making such an impact that they were recently acquired by Facebook for 1 billion dollars. Interestingly enough, many Facebook'ers are giving up their accounts and going with Instagram instead. Sharing personal photos is one thing, but can brands capitalize on this phenomenon as well?

The answer is yes! Delta and Volvo recently initiated Instagram specific promotion programs. Delta gave Instagrammers a behind the scenes look of Madison Square Garden during the NHL playoffs. For the 2012 Volvo Ocean Race, the auto company utilized Instagram to promote the race. 

These branded photos are another form of product placement, capitalizing on Instagram and the millions of users with hand held devices. As with product placement and brand integration, companies implementing and executing Instagram programs need to monitor the photos to make sure they do not come across as paid media advertising. The photos should be exclusive, offering consumers looks they will not be able find anywhere else. The branding does not have to be in your face-some photos can be without logo placement. 

The social media revolution has made it possible for Instagram to carve out a niche with consumers who love sharing their photos. Brands can do the same and achieve success with carefully planned campaigns. 

Is social video sharing the next big thing to follow the Instagram craze?! That's for another blog discussion... Stay tuned!

So What If James Bond Is Drinking Heineken? By Ian McQueen

Maybe you've heard, James Bond will be seen drinking beer --- Heinken beer in the new movie Skyfall being released this coming November. That's right, not a "shaken and stirred" Martini, just plain old beer. So what's all the fuss about?

“We have relationships with a number of companies so that we can make this movie. The  simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is," said star Daniel Craig in a recent interview. Is it really that bad? Even though we've only seen Bond drinking his signature Martini, is it that far fetched that he would have a beer every once in a while? I know, it's not just that he's drinking beer, but the fact that it's product placement. 

Well guess what, over the years there have been many product placement's in Bond movies. It would be impossible to make a Bond movie without real life products. The fact that companies pay for these pay for these placements and integrations should not be an issue. The branding and implied celebrity endorsement they receive is usually well worth their investment. Think about it, would you like to watch a Bond film where there are no logos or branded products?

The truth is, showing Bond only drinking martini's for all these years is much less realistic than mixing it up with other types of spirits. Besides, he's drinking an upscale beer, it could of been a lot worse!

Is Interactive Brand Integration The Way Of The Future? By Ian McQueen

First social media, now interactive brand integration. Facebook and Twitter have become staples in our living room, with viewers tweeting and posting while watching their favorite shows. Interactive Brand Integration takes things to a new level, allowing viewers watching a Television show to click on an item (sunglasses, computer, car, etc.) and be directed to the brands website for additional information and/or purchase. Is this a good thing?

Absolutely! From a brand prospective, it allows companies to truly measure the effectiveness of their integration efforts. One of the biggest challenges with product placement and brand integration is measuring ROI (return on investment). With Interactive Brand Integration, brands will have solid data tracking consumer engagement and sales.


What about viewers? Since this is a choice, I believe it will be well received. The "second screen" has become very popular during TV viewing, from tablets to smart phones. When you see something you like you just point and click! If you are not interested in disrupting your viewing experience, then you don't have to participate. 


So when is this new technology coming? It's already here, with several companies already in beta/launch mode as I type. My prediction is that Interactive Brand Integration will forever change the world of entertainment marketing!