Our Merged, Merged World Chapter 2 Technology Shifts the Industry From mass to personal entertainment (online games) Pre-packaged to self-generated content (blogs) Episodic to persistent experiences (constant interaction - iPods) Virtual to imbedded (fused experiences - cell phone movies) New Form of Content Delivery Internet influence Search engines Global use with Asia leading Video games on line Downloading media Instant information Shopping function Online Gaming Global entertainment standardized content ^ Global TV ^ film, cruise ships Local message theme parks ^ theater message ^ ^ customized content Transnational Media (TNMC) Bertlesmann Germany Books, film NBC Universal USA TV, film, parks News Corp Australia TV,film, broadcast Sony Japan games, film Time-Warner USA cable, music, film Viacom USA TV, film, DVD Disney USA theme parks, film merchandise Convergence Madison & Vine dynamic themes 1. Reject status quo - change a must 2. Collaborate - TV, marketing, ad, PR 3. Accountability – bottom-line ROI 4. Flexibility - adapt branded entertainment 5. Audience collaboration in content 6. Respect the audience - from intrusion to invitation Ongoing Convergence Celebrity fashion shows Reality television with product placement Branded films Branded CDs, music as advertising What other examples can you recall? Reality shows use product placement to pay for production Experiential marketing Drives purchases across age, gender and ethnicity Increases purchase consideration Influential on brand image Participation yields favorable brand receptivity Have you climbed a rock at REI? Used a Cuisinart blender in a store demo? Entertainment Ad Agencies agency client McCann Erickson Sony Entertainment Gotham Advertising Sony/BMG Walt Disney Buena Vista Marketing DiMassimo Carr Brand Leo Burnett Advert. Starcom Media Grey Advertising Warner Brothers ABC Cable Network Initiative LA Masivmedia NBC Universal Media Vest USA Stealth Marketing 1. Uses a battle strategy of covert activity Visible product in social settings Internet chat rooms 2. Ad agency self-promotion to create buzz 3. Posing as a researcher to promote 4. Industry consolidation and cross-pollination - tie-ins Macy’s Day Parade Tie-ins Questions 1. What other entertainment - advertising merger examples can you site? 2. How does experiential marketing differ from marketing entertainment experiences? 3. How has digitalization changed the focus of entertainment for providers of children’s television and gaming? 4. What ethical issues are inherent in the “Grand Theft Auto” game?
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