The document discusses the changing role of branded entertainment and content. As media becomes decentralized and is in the hands of consumers, brands need to engage with audiences through entertainment. Successful brands will need to provide immersive and interactive experiences for consumers who increasingly share content about entertainment. The document argues that brands should focus on building long-term equity by producing original branded entertainment content, rather than just borrowing equity from other properties.

1. ©2013. PROPAGANDA GEM. All Rights Reserved.

2. WHAT WE WILL DISCUSS.
THE FUTURE OF BRANDED CONTENT
ENTERTAINMENT’S ROLE IN BRANDED CONTENT
BRANDED ENTERTAINMENT.
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3. WHY WE ARE HERE.
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4. WHY WE ARE HERE.
MEDIA IS CHANGING - FROM THE FEW TO THE MANY.
MEDIA IS NOW IN THE HANDS OF THE PEOPLE.
CONSUMERS ARE CHANGING - THEY DON’T WANT TO BE SOLD AT.
THEY WANT TO DISCOVER THROUGH PIERS AND NETWORKS.
WHAT THIS MEANS - BRANDS NEED TO ADAPT.
NOW, MORE THAN EVER, SUCCESSFUL BRANDS WILL NEED TO ENGAGE.
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5. THE RELEVANCE OF ENTERTAINMENT.
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6. PEOPLE WANT TO BE ENTERTAINED.
CONSUMERS WANT IMMERSIVE AND INTERACTIVE EXPERIENCES:
SOURCE: Designing the Future of
Entertainment - 2013 Global Entertainment Survey
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7. PEOPLE WANT TO BE ENTERTAINED.
SEVEN-IN-TEN ENHANCE ENTERTAINMENT BY SIMULTANEOUSLY USING ANOTHER DEVICE
96%
70%
HAVE SIMULTANEOUSLY USED
ANOTHER DEVICE WHEN WATCHING
ENTERTAINMENT, AND 51% DO SO
“ALWAYS” OR “MOST OF THE TIME.
TEND TO BE:
SOURCE: Designing the Future of
Entertainment - 2013 Global Entertainment Survey
©2013. PROPAGANDA GEM. All Rights Reserved.
80to95er
College educated
Constant user of social media
Significantly more likely than average to
socialize content about entertainment

8. PEOPLE WANT TO BE ENTERTAINED.
PEOPLE ARE AS LIKELY TO SHARE ABOUT ENTERTAINMENT AS THEY ARE ABOUT THEMSELVES OR THEIR FRIENDS.
76%
ENTERTAINMENT
76%
FRIENDS
75%
YOURSELF
67%
FAMILY
65%
WORLD NEWS
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9. PEOPLE WANT TO BE ENTERTAINED.
THE WAYS IN WHICH CONSUMERS CHOOSE TO CONSUME THEIR ENTERTAINMENT AND
CONTENT CONTINUES TO DEVELOP.
SOURCE: Designing the Future of
Entertainment - 2013 Global Entertainment Survey
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10. THE ROLE OF BRANDED ENTERTAINMENT.
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11. THE ROLE OF BRANDED ENTERTAINMENT.
TRADITIONAL
ENTERTAINMENT
BORROWING EQUITY
from established
content and property owners
BRANDED CONTENT
BUILDING EQUITY
using original content to own
the audience and the message
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12. THE ROLE OF BRANDED ENTERTAINMENT.
TRADITIONAL
ENTERTAINMENT
BORROWING EQUITY
BRANDED CONTENT
BUILDING EQUITY
BRANDED ENTERTAINMENT
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13. WHAT WE BELIEVE.
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14. WHAT WE BELIEVE.
WE BELIEVE THAT BRANDS NEED TO HOLD A
CONVERSATION THAT FOLLOWS TOPICS THEIR CONSUMERS
ARE INTERESTED IN, RAISING AWARENESS OF THE BRAND,
PRODUCT OR SERVICE IN A NATURAL AND POSITIVE WAY...
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15. WHAT WE BELIEVE.
THE SMART BRANDS WILL TALK TO
PEOPLE. THEY WILL ENTERTAIN. AND
THEY WILL BE INVITED IN.
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16. WHAT WE BELIEVE.
TO MAKE THE FUTURE OF BRANDED ENTERTAINMENT MORE
IMPACTFUL, THERE IS AN OPPORTUNITY TO LOOK AT THINGS
DIFFERENTLY. INSTEAD OF BRANDED ENTERTAINMENT, WE
NEED TO FOCUS ON MAKING ENTERTAINMENT BRANDS.
©2013. PROPAGANDA GEM. All Rights Reserved.

17. IN SUMMARY.
ENTERTAINMENT IS AS POWERFUL A SOCIAL MEDIA DRIVER AS PERSONAL
INFORMATION AND CONTENT.
HOW CONSUMERS HEAR ABOUT AND CONSUME ENTERTAINMENT HAS
CHANGED.
PEOPLE’S DEFINITION OF ENTERTAINMENT BRANDS IS CHANGING.
LOOK AT THE LONG TERM STRATEGY AND GOALS, AND NOT JUST AT THE
SHORT TERM SALES, LIKES AND SHARES.
ASSESS LONG TERM GOALS AND DECIDE IF YOU WANT TO BORROW OR
BUILD EQUITY
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18. FINAL THOUGHT FOR THE DAY.
DON’T USE MARKETING TO PROP UP
BORING CONTENT, USE IT TO
ACCELERATE SUCCESSFUL CONTENT.
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19. THANKS FOR LISTENING...
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20. WE ARE PROPAGANDA.
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