The IAB’s Entertainment Forum sponsored by FHM, sought to tackle the issue of how brands can entertain their audience in a digital world.
Jon Mew, head of mobile at the IAB, kicked off the event by arguing that "entertainment is no longer the exclusive remit of the entertainment industry". Mew explained that Barclaycard’s hugely popular iSlide game for the iPhone has shown that traditionally ‘low interest’ brands can also entertain consumers. Meanwhile, for Mew, the success of Compare the Market’s latest campaign has shown that brands can also use advertising to amuse their audience.
Social media is not a threat, but an opportunity
Paul Wright, digital director of lifestyle at Bauer Media, sought to tackle the topic of digital entertainment in a social media world. Wright was keen to point out that social media can be a positive force for publishers. He explained that Facebook is the most effective social media platform for FHM while Twitter is best for Heat - indeed the micro blogging site is heat.com’s third biggest traffic referrer. "Social media is not a threat, but an opportunity,” he concluded.
Wright sought to explain how social media had changed the rules for publishers. He outlined the original model for entertainment brands – what he described as the “people will come” model. This model was characterized by four key phases:
- Publish content
- Drive users via offline and online marketing
- Reap advertising rewards
- All based on a limited competitive market place
Next, Wright outlined the new model for media owners - what he described as the “need to connect with people”:
- Brands = opportunity
- Digital platforms will vary by audience
- Organic publishing model
- Working closely with advertisers and consumers to gain revenue and engagement
Digital enables personalisation and deeper engagement
Next up, Microsoft Advertising's industry manager for entertainment and media Mary Healy and research manager Tim Lumb outlined research into digital’s growing role in film marketing.
The key findings were that digital replicates and reinforces traditional media; extends the value of the trailer capturing audience attention; enables wider engagement with key consumers such as gamers; and brings the film to life through personalised content and features.
As a result, Healy and Lumb concluded that film marketers should use digital to involve the audience and drive a longer film experience. What’s more, TV can drive people towards the internet for in-depth detail; the internet can make the most of interviews, reviews and exclusive content; and digital enables personalisation and deeper engagement on the journey to view.
Engagement is what mobile is all about
Looking specifically at how brands can use mobile to entertain, Robert Thurner, commercial director at Incentivated, argued that "engagement is what mobile is all about" and went on to demonstrate strong case studies from companies successfully engaging their audiences through entertaining mobile campaigns.
Singled out for praise were Radio 1’s Big Weekend campaign which successfully made use of Bluetooth technology; Strongbow's Bowtime campaign; and the hard-hitting Virgin campaign for the Terminator Sarah Connor Chronicles TV show.
Thurner concluded by arguing that mobile provides rich, personalised, one-to-one engagement and advised brands to integrate mobile at the planning stage to ensure the best results.
Allow the audience to become the marketer
Next up, Marc Berry, strategic marketing manager at Picture Production Company, sought to demonstrate how to harness the social web in movie marketing. Berry argued that by handing over control you can "allow the audience to become the marketer”.
As an example, he outlined how PPC had made digital assets for the Watchmen film freely available to social networkers. "Give people the assets they can wear on their digital sleeves,” advised Berry. Another key tool in the Watchmen campaign was a bespoke widget which Berry described as “a great form of free online advertising across the social web.”
Berry concluded by arguing: “Whether it’s a form of interactive storytelling, a social media toolkit, or a widget, placing content at the forefront of any marketing campaign and giving the audience the right tools to engage, play and communicate with the brand is a good place to start.”
Gaming has come out of the bedroom into the sitting room
Moving on to the gaming market, James Salins, sales director at IGA Worldwide, sought to argue that games are now mainstream media. Illustrating his point, Salins argued that Grand Theft Auto took $500 million in its first week of sales while The Dark Knight took just $239 million in its first week at the Box Office.
Salins also argued that gaming is a growing medium. In 2007/8, gaming was up 23 per cent, compared to cinema which was only 1 per cent up, the DVD market which fell by 0.4 per cent and the music industry which fell 10 per cent.
"Gaming has come out of the bedroom into the sitting room”, argued Salins. What’s more, games offer an ideal place for advertising. "Games are now hyper-realistic,” he said. “If ads weren't there it would look fake.”
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