No matter what business you are in, to compete and succeed you have to accept that you are in the entertainment business. That’s the challenge these days for PR and marketing pros, whether you work for or represent a Fortune 500 company, a nonprofit, educational institution or a small business. But how can you turn your company — or any type of organization — into an entertainment brand for your audience and do something that will create immediate buzz and be talked about for years?

2. Did you know that every day
around the world:
500 million tweets are posted
4.3 billion Facebook
messages are sent
500 million hours of content
gets uploaded to YouTube
(Source: Havas Media Meaningful
Brands survey)

3. That’s a lot of noise to cut through!
Now, some of you may have already
seen Havas Media’s excellent
Meaningful Brands survey which
was published last month (Feb).
They interviewed 375,000 people
from 33 countries with questions
about 1,500 brands. The study is
packed with fascinating insights.
The headlines read as follows:
84% of consumers expect brands to
produce content and they expect that
content to entertain, tell stories,
provide solutions and create
experiences and events.
However, they also believe that some
60% of the content created by the
world’s leading 1,500 brands is
‘just clutter.’
In fact, they wouldn’t care if 74%
of brands they used disappeared.
Just to make things worse we’ve
got the issue of Fake News
to add into the mix.
Not only is content not meaningful
anymore – a lot of the time it’s
just not true.

4. "If you don't have anything to say as a brand, you're just a product." Spencer Baim, Chief Strategic Officer, Vice Media //
Spencer Baim from Vice
Media sums up the situation
pretty well, and it’s a
sentiment we agree with
wholeheartedly.

6. The Power of
Record-Breaking // It's human nature to want to be
part of something. Perhaps to
be the best at in the world at
something.
We believe anyone, anywhere
can become a record-breaker,
from any country, culture or
age group.
Record breaking inspires,
delights and unites people.
It’s a powerful way for brands
to entertain and engage their
target audience, and encourage
the natural human instinct to
share and celebrate experiences.

7. How It
Works //
So how does it work?
Here are four examples
of record-breaking for you:
cars, washing machines,
deodorant and processors.
Next is how these brands took
a step back to identify their key
message, took a risk creatively,
and worked with us to be
entertaining, and delivered
engagement and numbers
that really made a difference.

8. Case Study
Jaguar
Their brief was twofold, they
wanted to celebrate their 80th
anniversary in style – as well
as looking for a cool way to
introduce their first ‘practical’
sports car, the F-PACE, given
that the name and model had
received a mixed first reaction
in the trade and pre-press.
They chose to do this on the
eve of the Frankfurt Motor
Show with a gravity defying
stunt... In this next slide you
will see what we mean.
Download the full case study

9. The
Results:
750 Broadcast pieces
in 30 countries,
Combined readership
of over 75 million,
Over 750,000 views
on YouTube. //
This magnificent event created
750 broadcast pieces worldwide,
75 million people read about
it and actually, as of this morning
that YouTube figure is 950,000
views.
Jaguar told us that it exceeded
all of their expectations. They
stopped counting after 900
pieces of press coverage around
the world, and in the first 24
hours alone they had 20 million
impressions.
A very cool way to launch
a practical car.
Download the full case study

10. Case Study
LG
Washing Machines. You only
buy one when your current
machine breaks.
You have to research it, you have
to spend money on it – usually at
a time when you don’t want to.
So how do you demonstrate
that your product is the best in
the world in such a way that
people remember your brand
name maybe two years down
the line?
Download the full case study

11. The
Results:
2 Million reach and
407k+ views on GWR
Facebook page,
60,000+ views
on GWR
YouTube
channel,
100 Million total
global views,
3,500,000 shares
on social media
networks. //
LG in South Korea initially
saw this as a local campaign,
but once they saw the results
they extended the campaign,
featuring the record in global
TV and cinema campaigns
as well as on iPads in the
showrooms demonstrating
the technology via this piece
of entertainment.
Download the full case study

12. Case Study
P&G LatAm
We do a lot of campaigns with
P&G. Last year we worked
with their Latinoamerican
division, to bring together seven
countries in a head to head
challenge to launch its new
Gillette sports deodorant.
Gillette wanted to prove that
its deodorant technology is
effective even in the most
extreme circumstances!
The record was for the Most
butterfly pull-ups hanging from
a bridge.
Download the full case study

13. The
Results //
YouTube: 21 million
views & 94% video
retention,
70% increase in
people searching for
‘Gillette’ on the day,
PR coverage:
120 million,
Twitter:
27 million
interactions. //
.
Facebook reach:
41 million,
As a first for P&G the whole
event was broadcast live on
YouTube where users could
browse between cities to watch
the action across Panama,
Brazil, Peru, Mexico, Argentina,
Chile and Colombia.
The results speak for
themselves, 21 million views
on YouTube, reaching 120
million people through PR,
but we think the most significant
statistic is that they saw a 70%
increase in people searching
for the Gillette brand name on
the day – for a brand, for the
launch of a deodorant, that’s an
incredible result.
Download the full case study

14. Case Study
Intel
The last case study – processors
- is Intel. They wanted to dispel
the fact that drones were
dangerous from recent poor
publicity – whilst proving
Intel’s commitment to drone
technology.
The video I’m about to show you
required precise processor
timing and had 4 drone
operators – operating 25
drones each - and a 25 piece
orchestra to perform live in
sync with the display.
If you have ever tried to control
a drone you will know how tricky
this is!
Download the full case study

15. The
Results:
100+ pieces of
coverage,
Combined readership
of over 112 million,
Over 500,000 views
on YouTube in five
days. //
Intel’s CEO showcased that
video at CES in Vegas last year,
it’s a very cool record but what
about the results, the
amplification?
Intel promoted the Intel Drone
100 in iQ by Intel, their tech
culture magazine, as well as
on social. The iQ by Intel Drone
100 story garnered more than
200,000 page views in one
month with an average
engagement time of almost
two minutes.
The Intel Drone 100 YouTube
video already has more than
1.3 million views. In addition,
since they broke the record,
they have been asked to create
Intel Drone 100 events both
privately and publicly all over the
world including at Disneyland
and the Superbowl 2017. This
video opened the doors for Intel
to show people the world over
what’s possible with Intel drones
and Intel technology.
Download the full case study

16. So in summary:
Be creative, and push your
creative people and your
agencies to come up with
something new that you
can push our across all
your channels.
Measure and share your success
– don’t forget to enjoy it!