entertainment marketing

Transcription

ENTERTAINMENT MARKETING
DAY, EARLY EVENING & NIGHT TIME
TALK & GAME SHOW OPPORTUNITIES
HOLLYWOOD BRANDED INC. | 110 LOMITA STREET | EL SEGUNDO, CA 90245 | 310.606.2030 | WWW.HOLLYWOODBRANDED.COM
ENTERTAINMENT & CELEBRITY MARKETING FOR B2B & B2C ENGAGEMENT
Hollywood Branded's customized entertainment marketing campaigns work to leverage celebrity content that
then becomes the sales driver - with your brand becoming part of the story - resulting in an engaged consumer
with increased brand recall and higher purchase interest.
Surveys Of Consumer Behavior State:
 85% believe entertainment marketing works
 89% notice product placement in TV and film
 57% have bought a product based on something they
saw on screen
 60% feel more positive about brands they recognize
from a placement
 43% are conscious of being influenced to purchase a
brand after seeing a celebrity endorsement
 Willingness to spend 20% more on a product that has
a celebrity endorser
AGENCY INTRODUCTION
HOLLYWOOD BRANDED is an entertainment marketing agency comprised of industry-leading strategists and
activators who create sales engagement initiatives for brands through celebrity driven tactics. We are
retained directly by corporations or their agencies to research, strategize, & activate branded entertainment
marketing campaigns.
Our team of experts is guided by 20 years of specialized industry experience activating 10,000+ partnerships
for 250+ brands across a broad range of category types.
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TV & Film Integration
Celebrity Endorsements
Promotions & Licensing
Promotion
PR
 TV Integration
 Celebrity Seeding
 Event
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
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
Celebrity Influencer
Social Media & Blogger
Event
PR
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

Social Media
Event
TV Integration
PR
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

TV Integration
Social Media
PR
Our primary differentiation from other agencies is that every activation is supported by a multi-tactic
approach, creating turnkey campaign layers to generate content and maximize exposure. Even the smallest
activations include at least two tactics to extend the campaign, inclusive of Social Media and Public Relations.
 Branded Content
 Celebrity Influencer
 PR
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




Event Activation
Social Media
Placement
PR
Media Buy

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

Event Activation
Licensing
Social Media
PR

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Licensing – TV Content
Media Buy
Digital Campaign
Social Media & Blogger
Retail Promotion

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
Music Integration
Event
Retail Promotion
Social Media
AGENCY SERVICES
PROGRAMS CUSTOMIZED FOR YOUR BRAND
TV & FILM
INTEGRATION
MUSIC VIDEO
INTEGRATION
VIDEO GAME
INTEGRATION
GAME SHOW
INTEGRATION
NATIONAL TALK SHOW
INTEGRATION
LOCAL NEWS & RADIO
INTEGRATION
MUSIC TOUR
SPONSORSHIPS
STRATEGIC
PROMOTION
BACKSTAGE
ACTIVATIONS
CELEBRITY EVENT
SPONSORSHIPS
CELEBRITY SOCIAL
FAN CHATS
SOCIAL INFLUENCER
ACTIVATIONS
CELEBRITIES AT
BRAND EVENTS
CELEBRITY SEEDING &
ENDORSEMENTS
TV, SVOD & FILM
PRODUCT PLACEMENT
WHY PARTNER WITH HOLLYWOOD BRANDED
THE AGENCY!
Activations from A to Z
OUT-OF-THE-BOX!
Pop culture trackers & innovative thinkers
RELATIONSHIPS!
Connections with top decision makers across
Broadcast, Print & Digital content & Celebrities
LADY GAGA
SINGER/SONGWRITER
LOCATION!
Heart of the entertainment and media industry
STRATEGY!
Every campaign is STRATEGIC
EXPERIENCE!
20 years of experience
GEORGE LOPEZ
COMEDIAN
ESTELLE
SINGER
OUR INNOVATIVE TALENT!
We hustle and we make it happen
CONTENT!
Activation accompanied by exclusive content for
social media & PR platforms
METRICS DRIVEN!
ROI’s analysis accompany every campaign
INTERNATIONAL!
Agency partnerships & worldwide relationships
TIM ALLEN
ACTOR
JENNA ELFMAN
ACTRESS
EXCELLENT RELATIONSHIPS THROUGHOUT HOLLYWOOD
Hollywood Branded has established relationships across every sector of the entertainment industry.
We
negotiate behind the scenes with prop masters, set decorators, transportation coordinators, wardrobe stylists,
producers, writers and directors. We negotiate deals with executives at the studios, labels and networks….and
everyone else as well.
TV & DIGITAL NETWORKS
MOVIE STUDIOS
CELEBRITY EVENTS
MUSIC LABELS & PROMOTERS
WE MAKE SURE YOUR TEAM UNDERSTANDS ENTERTAINMENT MARKETING
Hollywood Branded is founded on a core
belief
that
continued
education
is
a
must – not only for our own team, but also
in that we need to provide education to
enable those we work with to be at the top
of their (entertainment) marketing game.
We know our stuff and have twenty
years of knowledge and opinions to
contribute
to
ensure
twenty
years
of
knowledge and opinions your entertainment
marketing
campaign
is
a
blockbuster
success!
On
our
website,
articles,
data
there
infographics,
insights,
are
over
blogs,
videos
150
survey
and
even
webinars for you to learn from.
There is no other agency who provides this
detail.
Our
weekly
blog
updates
discuss
current trends and best practices in
entertainment marketing.
www.hollywoodbranded.com
blog.hollywoodbranded.com
AGENCY SERVICE OPTION
NATIONAL TALK SHOWS, LOCAL NEWS & RADIO
THE TALK OF THE TOWN ON AIR & ONLINE
What It Is
Brand approved messaging, makeovers & audience giveaways.
National Talk Shows or Local market custom programs targeting specific US cities.
Pricing Options
Project fees range from $25,000 to $400,000+ for national series and $12,500+ for local custom campaigns.
AGENCY SERVICE OPTION
GAME SHOW INTEGRATION
BRAND MESSAGING & PRODUCT FEATURE
What It Is
Feature brand in various top-rated game shows where the brand becomes party of the interplay with studio
audience contestants
Pricing Options
Single or multi-project opportunities with fees ranging from $7,500 to $250,000+.
TALK SHOWS
Information quoted is generalized based on agency previous partnership deals. Each
activation will be negotiated to provide the lowest fee structure along with social media and/or
online sweepstakes components to broaden reach. Additional shows presented based upon
specific interest. All items below are generalized and will be further defined based on brand
needs and show activation timing after hire of Hollywood Branded. Local Talk Shows available.
ACCESS HOLLYWOOD – 45% A 18-54
 Typical rate range of $75k - 200k+
 Audience Size: No live audience.
 Viewer Reach: 3 million
ELLEN DEGENERES – 39% A 18-54
 Typical rate range of $75k - $500k+
 Audience Size: 450 people + online
 Viewer Reach: 4.7 million
CBS THIS MORNING – 21% A 18-49
 Typical rate range of $150k +
EXTRA! TV – 41% A 18-54
 Audience Size: 60 people - NY or LA
THE CHEW – 38% A 18-54.
 Audience Size: 350 people
THE FAB LIFE
DISH NATION – 64% A 18-54
 Typical rate range of $15k+
FOX AND FRIENDS – 22% A 18-54.
THE DOCTORS – 34% A 18-54
GOOD MORN. AMERICA – 23% A 18-49
 Typical rate range of $150k - $500k+.
 Audience Size: No live audience
DR OZ – 38% A 18-54
DR PHIL – 35% A 18-54
KOCKTAILS
WITH
KHLOE
KOCKTAILS WITH KHLOE (Dec Air Date)
LIVE W/ KELLY & MICHAEL – 35% A 18-54
FOR VIDEO CASE STUDIES VISIT
www.hollywoodbranded.com/talk-shows
MEREDITH VEIRA SHOW – 37% A 18-54
 Viewer Reach: 1.9
WENDY WILLIAMS – 53% A 18-54
 Typical rate range of $50k – $250k+
 Audience Size: 150 to 200 people
THE RACHAEL RAY SHOW – 38% A 18-54
GAME SHOWS
THE REAL – 63% A 18-54
STEVE HARVEY – 37% A 18-54
THE TALK – 38% A 18-54.
THE TODAY SHOW – 33% A 18-54
THE VIEW – 38% A 18-54.
FAMILY FEUD – 39% A 18-54
JEOPARDY – 25% A 18-54
LET’S MAKE A DEAL – 34% A 18-54.
PRICE IS RIGHT – 34% A 18-54.
WHEEL OF FORTUNE – 24% A 18-54
WHO… MILLIONAIRE – 33% A 18-54
FOR VIDEO CASE STUDIES VISIT
www.hollywoodbranded.com/talk-shows
NIGHT TIME TALK SHOWS
@ MIDNIGHT WITH CHRIS HARDWICK
 TBS– 60% A 18-49
 Viewer Reach: 750 Thousand
LATE LATE SHOW WITH JAMES CORDEN
 CBS – 27% A 18-49
 Typical rate range of $75k - $250k
CONAN
 TBS– 50% A 18-49
LATE NIGHT WITH SETH MEYERS
 NBC – 31% A 18-49
 Typical rate range of $75k - $250k
THE DAILY SHOW WITH TREVOR NOAH
 COMEDY CENTRAL – 38% A 18-49
LATE SHOW WITH STEPHEN COLBERT
 CBS - 25% A 18-49
 Typical rate range of $$250k+
JIMMY KIMMEL LIVE
 ABC – 24% A 18-49
NIGHTLY SHOW WITH LARRY WILMORE
 COMEDY CENTRAL - 35% A 18-49
LAST CALL WITH CARSON DALY
 NBC– 32% A 18-49
 Viewer Reach: .95 million
TONIGHT SHOW …JIMMY FALLON
 NBC - 28% A 18-49
Pricing will range widely between Product Placement appearance in a scene versus scripted Segment Integration.
No programs can be quoted without detail provided about brand goals of partnership, as late night programming is very customized.
BRAND INTEGRATION
TALK SHOW AUDIENCE GIFTING
EXTRA.COM ONLINE GIVEAWAY
Here’s a holiday treat to help decrease your stress and express your
warmest holiday wishes!
The FriXion Clicker erasable gel ink pens from Pilot are great for those
mistake‐free holiday cards and lists, while the stunning and
fashionable Pilot MR Animal Collection pens are just oh‐so‐cool!
ABOUT EXTRATV The second-longest-running entertainment magazine on television,
“Extra” brings a hip and fresh spin on the television news genre as it’s hosts cover current
events in the mass-entertainment business such as movies, TV, music, and more. Hosts
include Mario Lopez, AJ Calloway, Tracy Edmonds and Charissa Thompson.
@EXTRATV TWITTER POST
"Extra" is giving a set of Pilot FriXion clicker erasable pens, two pens
from the Pilot MR Animal Collection – one to keep and one to give as
a gift if you want – and more to 5 lucky friends!
Visit Pilot on Facebook @PilotPen to see the latest styles in writing
instruments for this gift giving season. Power to the Pen!
PILOT PEN FEATURED SEGMENT On the evening of December 19 and repeating on
December 20 in the daytime broadcast, Extra! created a holiday segment incorporating Pilot
pen into the finale of the episode with host Mario Lopez. Filmed at Universal City Walk, just
outside of Universal Studios, Pilot pen receives visual exposure and a verbal mention when
Mario Lopez gifts those in attendance with Pilot pen Frixion Clicker Erasable Gel Pens and
pens from the MR Animal Collection. In the segment, Lopez says, “Alright it’s Friday so let’s
end our week of glorious gift giveaways with something really good; a special treat to help
you decrease your stress and express your warmest holiday wishes! We are giving away
these amazing new FriXion Clicker erasable gel ink pens from Pilot so you don’t make any
mistakes on your holiday cards. Also you can write in style with these stunning Pilot MR
Animal Collection pens and for your chance to win a set of these just go to ExtraTV.com but
right now I’ve got some for our crowd, who wants some great pens?” During the segment
Extra! also showcased teaser footage of the giveaway.
DIGITAL The show segment included an online sweepstakes giveaway of Pilot FriXion and
MR Animal Collection pens on extratv.com. The sweepstakes was promoted in the TV series’
e-Newsletter, which was distributed to over 1.5 million people via email the following day,
with a link driving traffic to Pilot pen’s Facebook page.
SOCIAL @ExtraTV posted a tweet on their twitter account promoting the giveaway to their
129,000 followers with a link driving to Pilot’s twitter page.
ROI
Overall Placement Value: $292,500
Combined Audience Reach: 5,161,500
Overall Audience Retention: 2,580,750
Positive Feeling from Placement: 1,481,351
Influenced to Purchase from Viewing Placement: 292,500
http://www.hollywoodbranded.com/hb-talk-shows/pilot-pen-extra-giveaway
BEHIND THE SCENES
E‐NEWSLETTER
BRAND INTEGRATION
TALK SHOW SEGMENT
ABOUT THE SHOW: EMMY-WINNER JIMMY KIMMEL SERVES AS HOST AND
EXECUTIVE PRODUCER OF JIMMY KIMMEL LIVE, ABC TELEVISION NETWORK'S
DISTINCTIVE LATE-NIGHT TALK SHOW. THE SHOW FEATURES A DIVERSE LINE
UP OF GUESTS, INCLUDING CELEBRITIES, ATHLETES, COMEDIANS AND HUMAN
INTEREST SUBJECTS. ALONG WITH A LIGHT-HEARTED AND RECOGNIZABLE
CAST OF CHARACTERS, A HIP HOUSE BAND AND COMEDY BITS IN KIMMEL'S
INIMITABLE STYLE, THE SHOW ADDITIONALLY OFFERS ONE OF THE FUNNIEST,
FRESHEST MONOLOGUES ON TELEVISION TODAY.
LIVE COMMERCIAL SEGMENT:
JIMMY KIMMEL LIVE ANNOUNCED THE
LAUNCH OF THE SLIPPER FAIRY SOCIAL MEDIA PROGRAM, DEVELOPED AND
EXECUTED BY HOLLYWOOD BRANDED INC. DEARFOAMS RECEIVES SEVEN
VERBAL MENTIONS, HANDS ON, AND ON SCREEN EXPOSURE WHEN JIMMY
KIMMEL OPENS THE SHOW WITH A SPECIAL MESSAGE WHILE WEARING A PAIR
OF NAVY BLUE DM753 DEARFOAMS SLIPPERS. “HI I’M JIMMY KIMMEL WITH A
MESSAGE FROM DEARFOAMS THE SLIPPER SO INDULGENTLY COMFORTABLE
AND FASHIONABLE YOU CAN WEAR THEM TO RELAX AT HOME OR AT YOUR
TALK SHOW. DEARFOAMS MAKE THE PERFECT GIFT FOR EVERYONE ON YOUR
HOLIDAY SHOPPING LIST THAT HAS FEET. YOU CAN HAVE A CHANCE TO WIN
FREE SLIPPERS AT SLIPPERFAIRY.COM EVERY WEEK THE FIRST 50 PEOPLE TO
To view the segment visit: www.HollywoodBranded.com/Dearfoams_JimmyKimmelLive.html
SUBMIT A VIDEO OF THEMSELVES CAN WIN A FREE PAIR OF DEARFOAMS.
YOU CAN SAY IT, YOU CAN TWEET IT, OR YOU CAN SING THE SLIPPER FAIRY
SONG LIKE THESE PEOPLE DID.” IMMEDIATELY AFTER, A SERIES OF SLIPPER
FAIRY VIDEOS FILMED ON HOLLYWOOD BOULEVARD AIR. THE FINAL SLIPPER
FAIRY VIDEO FEATURES JIMMY KIMMEL’S UNCLE FRANK WHO SITS ON A SOFA
DECORATED WITH DEARFOAMS SLIPPERS. HE SINGS A JINGLE AND
CONCLUDES THE SEGMENT WITH, “THANK YOU DEARFOAMS.”
A STILL FRAME APPEARS READING ‘WIN SLIPPERS AT SLIPPERFAIRY.COM’
WHILE A VOICEOVER EXPLAINS THE DEARFOAMS PROMOTION, “GO AHEAD.
MAKE YOURSELF COMFORTABLE WITH DEARFOAMS. TO WIN THE SLIPPER
FAIRY
CHALLENGE
GO
TO
SLIPPERFAIRY.COM
OR
FOLLOW
FACEBOOK.COM/DEARFOAMS. DEARFOAMS ALSO RECEIVES AN END CREDIT
READING
‘PRODUCTION
ASSISTANCE
PROVIDED
BY
R.G.
BARRY
CORPORATION.’
ROI METRICS
OVERALL PLACEMENT VALUE: $1,710,000
AUDIENCE REACH: 4,906,800
OVERALL AUDIENCE RETENTION: 4,416,120
POSITIVE FEELING : 2,534,853
INFLUENCED TO PURCHASE: 1,651,629
BRAND INTEGRATION
THE VIEW is an ABC Daytime morning talk show, featuring a
team of dynamic women of different ages, experiences and
backgrounds, discussing the most exciting events of the day.
ELURE PLACEMENT OVERVIEW
Elure receives a digital insert and three verbal mentions with
supporting messaging during a giveaway to everyone within
the studio audience. Co-Host, Sherri Shepherd: “elure is a
powerful skin-elure is a beautiful, powerful skin,
brightening skincare collection and an award-winning,
best in beauty products, two years in a row. And guess
what? Members of our studio audience are going home
with a full set of elure products!”
ROI
Overall Placement Value: $228,000.00
Audience Reach: 1,750,000
Overall Audience Retention: 1,400,000
Positive Feeling from Placement: 803,600
Influenced to Purchase from Viewing Placement: 523,600
HTTP://HOLLYWOODBRANDED.COM/ELURE-THEVIEW
ELURE FEATURED ON “THE VIEW”
BRAND INTEGRATION
VIDEO LINK:
HTTP://WWW.HOLLYWOODBRANDED.COM/NAMCOBANDAI-ELLEN
WEBSITE LINK:
HTTP://ELLEN.WARNERBROS.COM/12DAYSOFGIVEAWAYS
THE ELLEN DEGENERES SHOW (NBC) HAS CONSISTENTLY BEEN ONE OF THE WORLD'S HIGHESTRATED SHOWS AND HAS BEEN AWARDED MANY DAYTIME EMMY AWARDS. HOSTED BY STAR OF
ELLEN AND THE ELLEN SHOW, ELLEN DEGENERES ALWAYS BRINGS HER A-GAME IN ORDER TO MAKE
YOU LAUGH. FEATURING A UNIQUE MIX OF CELEBRITY INTERVIEWS, CHART-TOPPING AND UP-ANDCOMING MUSICAL PERFORMANCES, AUDIENCE PARTICIPATION GAMES, AND SEGMENTS
SPOTLIGHTING REAL LIFE STORIES, AND AMAZING TALENT THROUGHOUT ALL AGE-GROUPS.
PLACEMENT OVERVIEW
NAMCO BANDAI RECEIVES LOGO EXPOSURE AND VERBAL MENTION WHEN ELLEN GIVES HER INSTUDIO AUDIENCE AND VIEWERS THE OPPORTUNITY TO TAKE HOME A NINTENDO WII AND NAMCO
BANDAI GAMES. “POWER RANGERS SAMURAI, PAC-MAN PARTY, AND GO VACATION, ALL FROM
NAMCO BANDAI GAMES AMERICA,” SAYS ELLEN.
ROI (ESTIMATED INITIAL ROI – NOT INCLUDING PR OR SOCIAL MEDIA)
OVERALL PLACEMENT VALUE: $620,000.00
AUDIENCE REACH: 4,230,000
OVERALL AUDIENCE RETENTION: 2,115,000
POSITIVE FEELING FROM PLACEMENT: 1,214,010
INFLUENCED TO PURCHASE FROM VIEWING PLACEMENT: 791,010
GIVEAWAY SHOWCASED ON
ELLENTV.COM
YOUTUBE.COM/THEELLENSHOW
FACEBOOK.COM/ELLENTV
TWITTER.COM/THEELLENSHOW
ON AIR PROMOTIONS
LOCAL RADIO & TV
THE LOCAL CAMPAIGNS
In February 2014, PassionRoses was included in seven separate local radio and television on-air & online Valentine’s Day themed promotional
giveaways. The total campaign reached an audience of over 3.2 million and PassionRoses.com received over 125 on-air verbal call outs.
Giveaways ranged from 24 to 100 stems, and occurred in the weeks leading up to Valentine’s Day in order to drive traffic and impact the
www.PassionRoses.com website.
Event activations were also built to support the on-air giveaways with signage and displays along with on-site PassionRoses.com call outs for two radio
stations, with 350 bouquets given away in Orange County, CA at a Sunday Brunch celebrity radio event, and single stems given at a Single & Ready To
Mingle Valentine’s Day party in Los Angeles.
RECAP http://hollywoodbranded.com/passionrosesradiocontestsandpromotions
LOCAL RADIO MARKETS
94.7 The Wave
Los Angeles
1,918,100
350 Bouquets Gifted
Q1047
Ventura, CA
343,300
3 On-Air Winners
KVTA News AM 1590
Ventura, CA
35,000
3 On-Air Winners
REWIND 95.9
Ventura, CA
51,300
3 On-Air Winners
LOCAL TV MARKETS
WBNX CWTV
Cleaveland
350,000
12 Online Winners
Facebook: 3,689 Likes
https://www.facebook.com/wbnxtv
NEWS CHANNEL 5
Colorado
425,000
12 Online Winners
LIVE 105.5
Ventura, CA
85,700
3 On-Air Winners
READY TO START PUTTING IDEAS INTO ACTIONS?
CONTACT US TODAY TO CUSTOMIZE YOUR ENTERTAINMENT PARTNERSHIP!
FOR QUESTIONS & FOLLOW UP
STACY JONES, CEO
PHONE: 310.606.2093
MOBILE 310.750.5363
[email protected]
Case studies are available for each service option.
Pricing ranges in this deck are provided as guidelines.
Our agency will work with you to determine final program budget needs.

entertainment marketing

Transcription

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