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Brand entertainment and play presentation
1. BRAND ENTERTAINMENT AND PLAY
Evidence from National Restaurant Chain’s Integrated Marketing
Communications and Social Media Management
Pasi P Tuominen
University of Hertfordshire Business School
World Research Summit for Tourism and Hospitality 13 Dec, 2011, Hong Kong, China
2. “DEFINITION” OF BRANDED ENTERTAINMENT
• A convergence of advertising and entertainment.
• A new term to describe a more contemporary, sophisticated use of product placement
• Branded products are no longer just 'placed'; they are entwined into entertainment content
making a stronger emotional connection with the consumer
3. LITERATURE
• Hudson, S. (2006). Branded entertainment: A new advertising technique or product
placement in disguise? Journal of Marketing Management , 22, 489-504.
• Moore, E.S. & Rideout, V.J. (2007). The Online Marketing of Food to Children: Is It Just
Fun and Games? Journal of Public Policy & Marketing: Vol. 26, No. 2, pp. 202-220.
• Pellegrini, A. (1995). Future of Play Theory: A Multidisciplinary Inquiry into the
Contributions of Brian Sutton-Smith. Albany, NY: State University of New York Press.
• Terlutter, R.D. (Ed.). (2010). Advances in Advertising Research (Vol. 1). Cutting Edge
International Research. Germany: Gable Verlag.
• Zhang, J.Y. (2010). To Play or Not to Play: An exploratory Analysis of Branded
Entertainment in Facebook. American Journal of Business , 25 (1).
4. example
Energy Drink Red Bull
• Introduction and background stories
about the designated X-fighters
• Redbull.tv with multiple channels for
(extreme) sports, music and fashion
• High class Games & Apps are
changing according to their usage
• News, results and video footage
from around the world
• 23,6 million followers in Facebook
5. Sample for this research
Amarillo Restaurant Chain
• Casual restaurant chain with 21
units operating in Finland and
Estonia
• 31 000 followers in Facebook
• Research period June – December
2010
• Facebook Insight Reports
• Whitevector Chat Reports (Social
Media Monitoring)
• Snoobi web traffic reports
6. 35000
30000
Findings from the study
25000
• Campaigns started late August or
during September.
No. Of followers
20000
• The amount of followers in
Facebook increased with 2504% 15000
• Between August and October, the
increase was from 3174 to 25113 10000
5000
0
7. 80
70
Findings from the study 60
• Interaction (the volume of) were
highest, when company (or a 50
devotee) published content at the
end of the week.
40
• Cross-media content provision by
the company created most 30
interaction in Facebook, re-tweets
and blog reading. 20
10
0
1
7
13
19
25
31
37
43
49
55
61
67
73
79
85
91
97
103
109
115
121
127
8. 1800
1600
1400
1200
Findings from the study 1000
• Incoming web traffic was higher in 800
other medias than Social 600
Networking Services. 400
200
• To be able to participate or to be 0
able to gain monetary compensation
or status proliferation enhanced the
incoming web traffic.
9.
10. 300
250
Findings from the study
• Reactions to content 200
Number of reactions
150 Promotion
Fact
Entertainment
100
50
0
0 1 2 3 4
Subject category
11. PRELIMINARY CONCLUSIONS
• Ambient presence is required in order to compete in the evolving brandsphere
• Active and creative content creation and customer service play key role in acceptance
• Entertainment valued content creates most impressions ( and reactions )
• Promotion or fact related content has to be exclusive and offer real long term value
• Bargain hunters will rarely commit or build emotional connection to the brand perusing
special price incentives
Hudson 2006: A conceptual framework for understanding the various forms of product placement is presented, and this highlights the key influences on the effectiveness of this fast-growing marketing phenomenon.Moore & Rideout 2007: Childhood obesity; systematic content analysis of food marketers' Web sites that either target children directly or contain content of interest to them.Pellegrini 1995: an edited collection of scholarly articles of the child's playTerlutter 2010: A collection of research articles e.g. Waigamy: brand related entertainment for children, Okazaki Brand Campaigning on FacebookZhang 2010; Employed Pellegrinis’ Play themes in the analysis of entertainment valued content in Facebooks’ brand profile pages