Name: Creative Ways Brands Feed You With Ads
Uploaded: 2016-06-10
Duration: 5 min 34 s
Description: From movie integration to parenting help

Consumers are very aware of the thought process behind how you put content out and ultimately here we're going to speak about brand owned platforms where rather than working through a different media agency or buying a spot, brands are really creating their own entertainment channels and their own storylines. The consumers want to come back for more. There's no hiding whether it's Content that's provided by the brand or not this is branded content that the brand is very proud to provide and consumers are really excited to see. So the first example we have here comes from HP Enterprise. Enterprise, which is sort of the B to B provider, or portion rather, of HP Technologies. And they're doing a really fun partnership with the new Star Trek movie. So I don't know if there are any Trekkies in the house, but that's coming out July 22nd. And basically, what they did is they got an advanced copy of the script. And the Screen writers worked with engineers and technologists at HP to create plot points around a research project happening there called the machine. And so if and when you go to see the next Star Trek movie, you'll actually be able to see three plot points. That are inspired by HP technology. Instead of doing an ad campaign around Star Trek and the future of technology as HP is trying to position themselves, they are actually able to integrate themselves directly into the plot of a movie in a way that feels very organic and still is able to position them as that future forward company. Very blade runner. So the next trend we have here is diversified perspectives so this is really about giving consumers the opportunity to set into someone else's shoes and really amp up that emotional appeal with new technologies like AI and VR especially You really had these new opportunities to connect to consumers on that higher level. So actually a great way that diversified perspectives comes in is through sponsorship. So American Express has been sponsoring the US Open now since 1994 knowing that a lot of their consumers are tennis fans. Playing tennis, watching tennis, being in that culture. But how can you go beyond sponsorship, how can you actually give someone an opportunity to experience what it's like to play at the US Open or to see it more or so. So American Express create a full VR experience called, You vs Sharapova, where consumers or people that came to the US Open were able to put on a VR headset and return a 100 mile an hour serve. From Maria Sharapova, so this a great example of advertising that's actually innovating technology. This is the first example of computer generated image of an athlete and it's one of the first examples of where you actually can live interact in virtual reality .[ Sound ] So consumers you see here at the US open were able to return the serve apparently from what we've heard it was extremely scary. And no one wanted to do it again, but at the time it really was a great way to provide a new perspective that you would never really see at the US open as someone that's coming as a spectator, and so now that we've talked about all those cool diversified perspectives, how can race really speak to utility through content, and a great way to do this Is through education. As brands, we have a ton of R & D experience. We're able to do a lot of research into our consumers and how they use our product but how can we translate that into something useful for them by helping them educate to use their products to the best abilities and also to improve their lives. So Quaker Oats had a really good example of this in partnership with Amazon's Alexa platform As the smart technologies come into people's homes, they are an increasing resource for knowledge, so you can ask Alexa about anything from the weather, to your schedule, and now, you can even ask Alexa about how to create Some recipes using Quaker Oats. This idea was really born from the popularity of Quaker Oats recipes on Pinterest. And so, the brand decided to take this opportunity to teach Alexa a new skill. So Alexa can guide you through each step of creating Recipes like overnight oats which are very, very popular. And perhaps an example that's maybe closer to home for any new parents in here that babies and toddlers about 25 to 30 % have sleep issues, and parents sometimes just don't know how to get them to go to bed. Johnson and Johnson's a brand that really works in the sleep and bath space for babies. They're experts on this. They've been collecting research since the 90s about the sleep patterns of children, and around 2007 they realized that this information may be good in the form of a consumer facing website. They've now taken that a step further, and have created a Bedtime Baby app. That lets you know step by step how to get your baby in a bath, how to get it settled down, and get it or him or her, excuse me, get him or her ready for bed. I am not a parent yet. [ LAUGH ] And so the question here ultimately becomes, how can you translate that R and D into something useful? Parents can then create their own lullabies based on this and Ultimately Johnson's becomes the participant in every bedtime conversation for parents and becomes a trusted source. [ BLANK_AUDIO ]