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THE DEFINITIVE GUIDE TO BRAND INTEGRATION CONTENTS
CONTENTS
BE INSIDE THE STORY
BEN is a global entertainment marketing company 05 | BEHIND THE NUMBERS Data tells a compelling story about the ever- delivering premium brand integrations across changing world of brand integration. The numbers speak for themselves. streaming, TV, film, and influencer programming. Our mission is to connect global brands to consumers 06 | A COMPELLING MARKET CASE C Consumers avoid ads, but they love it when brands through the power of popular entertainment. are part of their favorite content. And there’s plenty M of room for brands to play. Y
CM 10 | STEP-BY-STEP SUCCESS MY Through the lens of BEN and brands, learn the CY process of brand integration success.
CMY The practice of brand integration is nothing new. Since the early days of entertainment — and K BRANDS THAT BELIEVE IN BEN specifically soap operas, daytime television wholly sponsored by brands — it has been an 18 | UNDER THE INFLUENCE engaging and compelling arrow in a marketer’s quiver. Learn about the current state of affairs of influencer There are many historical markers around brand integration since that time. E.T. and Reese’s Pieces. marketing and how it is evolving. The Bond franchise and multiple brands including Aston Martin and Heineken. FedEx and Wilson in Cast Away. These integrations are considered the gold standards, but thousands and thousands of others may not necessarily grab the headlines but are equally impactful — and sometimes more so. 20 | SEEING SUCCESS In the continuum of advertising and entertainment, the VCR began the ad-skipping revolution. Four categories. Four brand integration success From there, DVRs added a more sophisticated layer to ad avoidance. In digital marketing in general, stories to glean inspiration. ad blocking continually raises the specter of a brand disappearing into the ether. And today, the rise of streaming, especially with the likes of Netflix and Amazon, which are non ad-supported, puts even more pressure on marketers to get in front of audiences in meaningful ways. Additionally, as social media platforms become a major destination for audiences, influencer marketing has become another essential component of brand integration that marketers need to consider. However, brand integration, from those early days to this day, remains a tried-and-true valuable In partnership with: opportunity for marketers. As a marketer, brand integration is not merely a “nice to have” anymore. As audiences seek ways to avoid traditional and digital advertising, it has become an incredibly powerful tool. Edited by: Doug Zanger When long-standing relationships are combined with technology that addresses efficacy and a brand’s KPIs in both the entertainment and influencer space, brand integration deserves a closer and Design/production: Amanda Dewar, more in-depth look. Gillian Durham, Cameron Kirkcaldy The goal of this definitive guide from Branded Entertainment Network (BEN) and The Drum is to THE DRUM is published by Carnyx Group Limited. On no educate marketers in any industry on how brand integration can be an essential part of a marketing account may any part of this publication be reproduced in any form without the written permission of the copyright mix. Use it as a reference to understand how your brand can take advantage of this exciting, continually holder and publisher, application for which should be emerging marketing space. made to the publisher.
THE DRUM® is a registered trade mark in the European Union (number EU013847678) and UK (number 2018351). THE DRUM™ is also an unregistered mark Doug Zanger in the UK, EU and all other territories of publication. THE DRUM is also registered under an international Americas editor trade mark application at WIPO. All Rights Reserved.
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UNSKIPPABLE. BRAND INTEGRATION UNBLOCKABLE. BY THE NUMBERS
The numbers don’t lie. Scripted, unscripted and influencer content continues to see substantial upticks. According to PQ Media, global branded UNSTOPPABLE. entertainment revenues grew 8% in 2017 to $106bn, and at twice the rate of overall advertising and marketing revenues. Placement and integration in television is the largest channel at $6.23bn with Over the past ten years, I’ve had the good fortune to travel around the world talking with “This development digital platforms rising the fastest — a 25.3% increase in 2017. chief marketing officers and their marketing teams about brand integration. Additionally, as marketing channels face deeper scrutiny over fraud and the use means more than of ad blockers continues to accelerate, brand integration is now on more marketers’ It’s been an incredible journey — from the early days of skepticism about the power of social media radars than ever before. influencers and a decades-old assumption that getting brands into television and film content was getting your brand a vanity play, to today’s understanding that brand integration is an incredibly effective marketing into TV shows and Here are a few additional stats that tell the integration story. tool that should be part of every brand’s media plan. feature films. It means Brand integration has become increasingly important in recent years as we have seen a shift in looking into a variety CONTENT AND REACHING THE WHAT CMOS AD AVERSION AND how viewers consume content, with audiences doing everything possible to avoid traditional AUDIENCE EXPLOSION AD-FREE WORLD ARE SAYING CORD-CUTTING and digital advertising that disrupts the viewing experience. In fact, by 2017, according to of content on multiple eMarketer, around 27% of Americans installed online ad-blockers. Just recently Google Chrome platforms including Streaming audiences rival of CMOs and Cord-cutting is implemented a code to block certain online advertisements even though digital advertising or exceed broadcast. leading marketers happening at faster accounted for more than 86% of the company’s $111bn revenue in 2017. On the television believe that viewers rates than expected. influencer content on Streaming’s top shows during 2017 included: side, Fox recently announced it would reduce ad time to two minutes per hour by 2020, while will watch less It is estimated that traditional TV and US pay TV viewers NBCUniversal pledged to cut the number of ads in prime time programming by 20%. Orange is the digital platforms such Stranger Things move towards will decrease from $15b New Black non ad-supported 50.8m in 2016 to projected investment 18.5m 14.8m options such as only 18.9m in 2021. It is safe to say that the future of advertising is inside the content. Brand integration enables as Instagram, YouTube in streaming original estimated audience Nov estimated audience Jun Netflix, Amazon content 94% (source: eMarketer) marketers to reach consumers in a more authentic and meaningful way. This development means and Twitch.tv.” Prime Video, HBO more than getting your brand into TV shows and feature films. It means looking into a variety of or Showtime. content on multiple platforms including influencer content on digital platforms such as Instagram, + + 13 Reasons Why Fuller House YouTube and Twitch.tv. $8b $4.5b $2.5b 14m 10.7m estimated audience May estimated audience Nov 90% of CMOs believe that of people skip pre-roll ads It is certainly time for marketers to start looking at brand integration more seriously. Major Active users by platform as of 2017 people are influenced appearing ahead companies, including Microsoft, GM, Proximo, Dyson and P&G, have already begun to stake by brands they see of online video content integrated into content and TV shows. their claim in the streaming landscape. In 2017, 92% of the top 25 streaming shows featured 88% 2.2b of the top 25 streaming mediums. (source: ORC International) brand integrations. And successful ongoing campaigns on social media platforms like Instagram shows during 2017 featured can provide brands with click-through rates of 10%-13%. As we like to say, brand integration is 92% brand integrations. unskippable, unblockable and unstoppable. 1.6b of CMOs feel it is very important to engage 71% With more than 35 years of experience under our belt, we have learned that the most effective 800m with digital influencers of US internet users felt that brand integration needs to be planned and executed as a holistic strategy. This guide shares some 95% on YouTube, Instagram and other digital ads are more of the best practices we’ve picked up along the way. We are confident that you will find it useful, properties. intrusive today whether you are new to brand integration or a seasoned veteran. than 3 years ago. Netflix recently 70% 65% announced that it added of people of viewers on (source: Kantar Millward Brown) 7.4 million typically Amazon Prime binge-watch Video and of CMOs believe brand 125 subscribers shows on Hulu report the integrations are a very It is projected that m Netflix. same behavior. 88% effective way to reach i Ricky Ray Butler l targeted audiences.
l i 30%
chief executive officer o of US internet users n of viewers prefer Branded Entertainment Network (BEN) will use an ad blocker streaming or premium this year. In 2017, that total worldwide as of 64% cable over broadcast. number was 23%. March 2018, with 56.7m (source: IPSOS study of those in the US. (source: BEN Proprietary Research) sponsored by BEN) (source: ORC International)
BEN BY THE NUMBERS 10,000 BEN is projecting that it will place integrations during 2017, with only 1,500 6,000 80,000 of those paid integrations brand integrations during 2018, worth which represents only 3,000 $1.2b The estimated addressable market 1.9% Typical number of opportunities for television integrations. of the total brand integration opportunity. within BEN at any time. in media value.
(source: BEN Proprietary Research)
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The days of brand integration as a ‘nice to have’ are THE BRAND long gone. It is now a highly-viable, effective part of the marketing mix. Additionally, the fast-growing volume of content choice, scale and measurability combined with increasing use of ad blocking, illustrates that the space INTEGRATION is ripe for brands to take full advantage early and often.
Brand integration has, and continues to be, an “I also believe that we’re going back to a world important staple of entertainment. Research where integration matters most,” Isaacs notes. indicates that the practice may have begun, at “Integration, done well, is authentic and effective.” least on the big screen, as early as 1876 with Outside of more traditional entertainment MOMENT Auguste and Louis Lumiere featuring Sunlight content, the emergence of influencers, a $570m soap in their films. market according to eMarketer, is yet another layer In more recent eras, television and radio were that brands can leverage and, according to Isaacs, rich grounds for brands with entire programs will “continue to be hugely powerful.” being underwritten by companies. In fact, it was Procter & Gamble whose sponsorship and The budget move to integration production of daytime TV dramas helped coin Ricky Ray Butler, chief executive officer at BEN, has IS NOW the term ‘soap operas’ — entertaining audiences seen a consistent and progressive shift of budgets around the world and providing businesses a to brand integration. Though it is dependent platform for brand messages. on the brand, a recent development by Target Though those were mainly product underscores the importance and power of the sponsorships, the evolution of brand practice. integration, especially within storylines, has In March, the brand worked with NBCUniversal evolved dramatically. There are plenty of gold on a full integration of the show Superstore in standards often cited by fans and brand experts one episode. This complete takeover made a alike including Reese’s Pieces in E.T., Wonder significant impact and Rick Gomez, executive vice Bread in Talledega Nights and Eggo in Stranger president and chief marketing officer of Target Things. Yet there are thousands of integrations that saw the benefit. He said that: “To be an effective may not have garnered as much press but prove marketer, we have to be able to meet our guests highly effective. where they are, and when it comes to broadcast, Today, the sheer volume of choice, combined that can be challenging as the trend of ad-skipping with the consumer desire to avoid advertising increases,” and the advent of streaming content, presents a “We’ve seen strong results from our custom unique and formidable opportunity for brands. integrations, like the one we’ve created with A recent study by PQ Media shows that global NBCU for Superstore. In fact, they’ve proven more branded entertainment revenues rose 8% in 2017, effective than a traditional TV spot,” with double-digit growth in brand integration and he adds. placement. Butler sees the largest brand budget shifts from Even with an ever-expanding content universe, experimental and television advertising. Greg Isaacs, chief product and marketing officer at “It’s very brand-dependent but I think the big BEN, believes that the evolution of integration is story is that money is shifting into integration, “going back to the future in a way.” which is exciting.” “I would argue that, while we might not have Adds Aaron Frank, senior vice president, three ‘networks’ I do believe that there will be ten marketing, strategy and insights at BEN: “The main players that really matter,” he says. shift is where integration isn’t a ‘nice to have’ but Aside from more traditional networks, Isaacs a necessity in the marketing mix. And, as a brand, believes that the likes of Netflix, YouTube, Amazon, you can still be early enough that you can be a HBO, Facebook and a smattering of others will little bit of a trailblazer in the space and have emerge as the dominant players in the space. competitive advantage.”
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“The data that we’ve looked at shows that there are still 98% of available integration impressions not captured, meaning that no one is taking advantage of them. There’s plenty of tonnage out there.”
The evolving state of content Brand integration in the past was sometimes and viewer habits hard to measure, resulting in a brand’s reticence Indeed, the opportunity in front of brands in to engage with the practice. entertainment is vast and some brands are In today’s digitally-led marketing environment, seizing the moment. According to BEN, 92% of marketers understand the importance of the top 25 streaming shows in 2017 had brand metrics against KPIs — and can understand their integration. Standout examples include KFC return on investment. The good news in brand in the highly-regarded Netflix series Stranger integration measurement is that it’s happening Things and Zillow in the network’s Grace & quickly, utilizing tools that marketers are Frankie franchise. Outside of streaming, in familiar with. unscripted television, GoRVing partnered with “There are a lot of different data sources out Ellen DeGeneres for an extremely successful there,” says Frank. “We use Nielsen for television campaign. and Rentrak for film among other sources. As an Despite the high percentage of shows entrepreneurial company we have great depth utilizing brand integration as a marketing in our proprietary research and data. Netflix, tactic, Butler believes that the space remains Amazon and other large streaming players nascent and there is ample room for brands don’t release much data at all. So, we’ve created to participate. Fox is reportedly exploring online surveys to get a sense of the size of the possibility of shaving ad units to two those audiences. We look at who is watching minutes per hour, citing the ad-free streaming this particular content, their behaviors, bingeing landscape. Additionally, 73% of viewers state habits and more.” that integrations are more intrusive than ads, Part of BEN’s data evolution includes presenting an argument for brands to get in psychographic information, so brands can see sooner rather than later. which shows, especially in streaming, over-index “The data that we’ve looked at shows that against a specific audience a marketer would there are still 98% of available integration like to target. General Motors integration in Deadpool impressions not captured, meaning that no “The holy grail for any brand is to be able one is taking advantage of them,” says Butler. to get straight line of sight to the right data,” “2% are being used, 98% are available and that says Isaacs. “Our job is to pull all the best data doesn’t include influencers. So there’s plenty of sources as well as using our own capabilities to tonnage out there and we’ve proven that we can give a brand a clear picture.” grew from 9.7m impressions in its first month like a particular show or influencer — or may not Eye on Netflix. “It’s probably one of the best execute against that.” “The holy grail to 23.7m in the second, 32.7m in the third, be comfortable with certain types of content, as we’ve done and holds up, even after 15 years.” Streaming, and especially binge-watching, is Myths and misperceptions 43.2m in the fourth, 50m in the fifth and 56.3m Frank says: “it’s better to look at the data and A more recent example is Buick’s integration another new phenomenon that marketers are Like any practice in marketing, brand integration for any brand in the sixth. see what the data is telling us related to the in the HBO series Big Little Lies starring Reese faced with, yet its relative ‘newness’ is not at has its own set of misperceptions, most of which “Integration really is the gift that keeps on right audience.” Witherspoon, Nicole Kidman, Shailene Woodley all a disadvantage. According to research BEN are working from a dated model and demand giving,” says Isaacs. “We were with Bill Gates (BEN’s founder) and and Laura Dern. Featuring their SUV has proven conducts on a monthly basis, 70% of streaming further education. is to be able to Control is another issue that pops up in the topic of Narcos came up,” recalls Isaacs. “We to be a big hit so far. audiences are binge-watching. The first is that brand integration is a vanity discussion. Though brands don’t necessarily showed him that Tecate and Jose Cuervo were “It was an unexpected choice to have “For a brand, what that means is that it’s not project — again, more of a ‘nice to have’ than a get straight line control the content they are part of, content part of the series. Those are examples where no [Witherspoon] in that vehicle,” says Frank. just about one moment,” says Caressa Douglas, ‘must have.’ Quick to point out otherwise, Frank creators, according to Douglas, are “very savvy one would’ve ever considered integrations but “What they are trying to do with those senior vice president of global strategic notes that being more data-driven shows that, of sight to the with how to work with brands and how to make we were able to do it and the brand benefited.” integrations is change perception of the brand partnerships. “The recall and retention of a in fact, brand integration is a viable, measurable sure that brands work for them in the best from being mid-market to luxury. What our brand is greater because of this behavior.” part of marketing. right data.” possible way. Our job is to match brands with The new gold standard of integration research shows is that these integrations can Additionally, according to Douglas, audiences Another misconception is scalability. Often the right content creators.” Though the classic examples of brand really change perception and it is an effective may not necessarily be watching the shows the thinking is that brand integration is about “You need to think like a marketer and act integration still retain their cache, a new way to get people to look at that vehicle that have the biggest buzz or are considered one-offs and big splashes when, in fact, the vast like a producer,” adds Nathan Tan, associate generation of success stories emerges. And with differently.” most popular. availability of opportunity addresses the need director, brand partnerships and experiences over 65% of audiences skipping ads, getting As the consumer landscape continues to “Your audience may be somewhere else,” for tonnage. at Cadillac. “For a marketer, you need to think inside content is the best way for brands to change, expect more categories to embrace she notes. “Which is why it’s important to be Also, comparing impressions between an ad about the content beyond the content itself. ensure that they are seen. integration. Integrations from Zillow, Microsoft, diversified in brand integration.” surrounding content and impressions from an When it comes to creating, you need to be GM’s support, with their GMC brand, is a beverage brand Proximo, Dyson and Ubisoft integration are telling. In one example, each thinking like a producer. That’s how you are consistently high performer. may not be getting the same publicity as the Measurement matters more than ever episode of CBS’s wildly popular Big Bang going to create the best piece for yourself.” “This integration is organic and authentic,” classic E.T. example, but the impact for brands Much like the transformation of content itself, Theory averaged 12m viewers during 2017. In A further misperception is that of personal says Rob Eric, chief creative officer at Scout is undeniable and becoming more important: measurement is undergoing its own changes. comparison, the Netflix series 13 Reasons Why preference and comfort. While marketers may Productions, the company that produces Queer gold standards for success.
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LONG-TERM VS ONE-OFF?
Though integration may be perceived as an Ford after they partnered with American Idol,” area where brands can dabble, the fact is adds Dade. “It was a good example of a brand that marketers see a greater, more sustained taking a risk early and then building a long-term benefit when looking longer-term. Like most partnership.” LEARNING THE practices in marketing, the misperception may Additionally, brands that offer expertise to a be based on what was done in the past. production can often build a critical rapport that “We’re all taught that campaigns are very results in greater opportunities. One of the more structured with a defined timeline and lifecycle,” prominent brands that uses long-term thinking says Stephanie Dade, senior vice president of to great effect is Microsoft. Although initially global content and integrations at BEN. “Brand perceived as a Hollywood outsider, a great depth integration has traditionally been looked at as of trust has been built over the years and they are LANDSCAPE added value instead of a true component of now looked to as critical partners. the overall marketing mix and as a result, didn’t “They’ve always come to the table with solutions receive the same prioritization.” for the producers, directors, writers — in truth, they As the landscape changes, with more options actively support all of the creative community,” than ever and consumers continuing to avoid notes Dade, who first worked with the brand Success in brand integration demands a greater level of sophistication ads, integration, especially taking a long-term on Smallville during her time with Warner Bros approach, makes more sense than ever. Television and helped introduce Surface tablets — and expectation. Whether in entertainment or the influencer space, “There’s risk in one-offs,” says Dade. “It may on Grey’s Anatomy, contemporizing Seattle look, on paper, like it aligns with a campaign or Grace’s characters who used to carry binders. Microsoft integration in Hawaii Five-0 the days of simply plopping in a product are long gone. In its place is launch. But there’s a great deal of research that A long-term relationship has also borne an ecosystem that is exciting, and highly effective for brands, it’s where points to the value of frequency, seeing a product substantial fruit for seven seasons on the CBS multiple times over the course of a season. The show Hawaii Five-O. Producers rely on the brand consumers’ eyeballs are and is more measurable than ever. product needs to be seen as a part of the story, to not only provide product and software for not as a distraction from it.” the characters to use on-screen but also the Indeed, if a brand looks to shoehorn themselves most accurate and innovative features that can into content, especially entertainment, that lack of drive a more authentic and powerful storyline. authenticity can stick out — and not necessarily in Conversely, Microsoft supports both in-show and As brand integration sees the spotlight brand experimented with a range of executions the best way. out-of-show activations, further extending the get brighter and hotter, one of the key including verbal mentions (a character saying the When done right, in a true long-term relationship. considerations is determining the best first brand name), visuals (showing the brand in the partnership, brands stand to benefit due to “The Five-O team meets with the brand every steps in taking advantage of this dynamic, content) and verbal/visual combinations (both). building trust with creators, who may be more season to immerse themselves in the latest and growing marketing space. “We researched the impact of each execution,” willing to feature products in storylines more greatest that Microsoft has to offer – including Whether it’s in traditional Hollywood-style says Schmidt. “What we learned is that the verbal often. Even in unscripted content, long-term at times, venturing to Seattle to experience the entertainment or the continually emerging mention was as impactful as the verbal/visual success has been evident in many places. campus and meet the technologists who are influencer space, one of the biggest issues that combo and that allowed us to work with the “When brands are considering integrations, driving the innovation and pushing boundaries. brands can face is a version of “shiny object budget more effectively.” they need to look for producers who will be brand “They want to learn as much as they can so that syndrome.” The continual optimization of the budget is partners,” says Jordan Passon, director, product they are able to showcase the products in the “One of the most important things is to look at not something that can necessarily be done placement and integrations at Microsoft. “Finding most innovative and authentic way possible while content objectively and not subjectively,” says Erin in the short-term or as a one-off. Preparing for partners that really believe brands should be in at the same time delivering a great episodic story Schmidt, executive vice president, global client that contingency is important for brands to service to the storytelling, and not the other way for their audience” notes Dade. “I think this is an services at BEN. “We all know the content that we understand up front. around.” excellent illustration of what a successful long- like to watch, but that doesn’t mean that’s where “To deliver multiple integrations, we look “I think most people had a different view of term relationship looks like.” you’ll find the right consumers for your brand.” to capitalize on 6 to 12 month periods,” notes Indeed, even as shows like Stranger Things, Schmidt. “This mitigates any risk and also shows Billions and House of Cards, or “hot” influencers the creator community, especially in Hollywood, like Liza Koshy, garner substantial attention, that a brand is committed, which always leads to “There’s risk in one-offs. There’s a great deal of discipline in selecting who to work with is incredible opportunities.” paramount. As entertainment and influencers Partnership and support in the entertainment research that points to the value of frequency.” work to capture culture and take advantage of and influencer space can take many forms — from today’s zeitgeist, marketers are wise to learn in-kind to direct financial support. Done in an about where their own brand can fit in well. authentic way, allowing creative talent to work “Creators are experts at developing the exact their magic can yield substantial dividends. content that people want to tune into and watch, Brands like Microsoft, General Motors and whether that’s on TV, streaming or through social beverage brand Proximo are three long-term channels with influencers,” notes Schmidt. “With BEN and entertainment industry brands who our technology, we can identify what content best have seen great success through expanding fits a marketer’s brand and objectives, and we their knowledge base. Over the years, they help build their knowledge base.” have planned for the long-term, taken a hybrid Another critical component in preparation is approach and allowed the talent to do what they the understanding that successful results come do best. from a hybrid campaign approach that is fully “These, and other brands, are synonymous optimized and built for the long-term, whether within entertainment,” says Schmidt. “People it’s with scripted or unscripted entertainment or know they support the community and everyone influencers. from producers to writers wants to work with Zillow is a particularly germane example. Early them because they are helping to enhance their on in their successful integration program, the product and output.” Dunkin’ Donuts integration in Orange is the New Black
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THE CONTENT BLUEPRINT
When brands begin their integration brand’s objectives. The bottom line is that we journey in entertainment and the influencer always have the brand’s best interest in mind.” spaces, preparation demands a blueprint In terms of alignment, in building a content that is clearly defined, yet affords a level of plan, Schmidt advises brands to “not overthink flexibility. With thousands of content options it.” and opportunities available to a brand, “You might think Modern Family is the best developing the right approach to content thing that could happen for your brand,” she can help build substantial success. says. “But if there isn’t a scripted moment that’s Up front, however, the strength of any long- the right fit for you, it could be highly counter- standing relationship in the space demands productive — and there are thousands of other a clear understanding of what success to the shows that may provide a better opportunity to brand looks like. align.” “It’s key for us to understand what success A good example of timing and alignment in looks like to a brand,” says Erin Schmidt, action is one of BEN’s newer clients, Prego. The executive vice president, global client services brand was looking to time their integration in at BEN. “But we also have to understand what it the key areas of fall and winter. Additionally, doesn’t look like. What doesn’t work for a CMO up front, the brand said that their main KPI was is just as important to know.” the “family meal moment,” where characters Establishing parameters also helps in were enjoying a meal together, showing the determining the best brand/opportunity authenticity of the brand. match. Taking it one step further, the The brand approved a long list of continually developing technology and opportunities and BEN delivered “family meal measurement standards at BEN helps improve moments” by finding producers that were most the understanding of key categories, while passionate. “The producers of Scorpion loved leveraging long-standing relationships all in Prego and found a moment in the script that service to a brand’s KPIs. worked,” said Schmidt. The overall campaign “It’s science, then art, then back to science,” includes integrations on Scorpion, Mom, notes Schmidt. “There’s matching, then letting American Housewife and The Big Bang Theory, the creatives bring it all beautifully to life, long a highly-rated program. then back to the science so that it all can be “It’s a great campaign that aligned perfectly measured and optimized to meet a brand’s with the brand’s KPIs,” notes Schmidt. “We were objectives across platforms whether it’s able to deliver excellent results based on a YouTube, film, television or influencers.” client aligning with our systems and processes.” Live KFC integration with Jimmy Kimmel In developing a content plan, two areas that demand attention, like any marketing approach, are the options available and the associated risks. This is where BEN’s experience, process, CREATIVE COLLABORATION technology and understanding of brand “It’s key for us to understand what integration come into play. When collaborating with talent on brand “When we work with Jimmy Kimmel Live, for to continue having relationships with brands “It’s easy to get overwhelmed by the sheer success looks like to a brand. But we integration across the entertainment landscape, example, we know that they will craft something because they want to be able to come back, volume of content or influencers,” says Schmidt. a key word that continues to emerge is better than a brand could,” adds Douglas. “They project after project, to get support. For “Marketers use our technology platform and put also have to understand what it doesn’t ‘authenticity.’ For creators and storytellers, understand Jimmy and his audience best. That’s our part, we adhere to brand safety for clients. a great deal of trust in us to give them the best being authentic is critical as it avoids straying why, as a brand, you want to be in that show — It’s paramount.” recommendations. Having deep relationships look like. What doesn’t work for a from and compromising carefully-crafted story the writers do a great job.” Making some early bets on production and with Hollywood producers, for example, allows arcs and character development. Being an insider can give brands a massive talent can yield substantial dividends as well. us to find the right opportunities to meet the CMO is just as important to know.” But authenticity should be of critical importance leg up in pursuing opportunity as well. Though it’s enticing for brands to pursue to brands as well. Stories can be enhanced or “When we’re developing projects for brands, hugely popular titles or franchises, first-run, character traits can be reinforced with a solid, well we know, from industry insiders, our research independent or new productions can be more thought out and planned integration. and sometimes gut instinct, which shows or cost-effective, yet powerful in the long-term. “Brands don’t want to compromise their values series will be great and what won’t make sense,” General Motors, for example, supported by being in content that doesn’t make sense,” says says Douglas. “It can be overwhelming with all Jerry Bruckheimer’s earlier films by loaning Caressa Douglas, senior vice president of global of the choices in content and having a resource cars. This early support has resulted in ongoing, strategic partnerships at BEN. “Being inauthentic to navigate the landscape is helpful.” successful collaborations. The James Bond can backfire and be considered disingenuous to Creators also understand the inherent value franchise has helped a number of brands the audience. It’s disruptive to both the content and brands can bring to a production budget, achieve massive exposure, in part because of the brand — and not in a good way.” whether it’s direct or in-kind. Additionally, as it established relationships dating back to the Creative collaboration, in large part, is built relates to safety for a brand, long-established franchise’s inception. over time and through deep relationships. It also creators and experts like Douglas, who has “The more the production understands the demands a keen understanding and trust of the over 20 years of successful experience in brand brand, the more they will write them into the creative process, especially in Hollywood and integration, understand where balance can be story,” notes Douglas. “It’s important to work entertainment, whether that’s in the scripted or struck. “Creators and storytellers want to do with creators when they’re starting out. It unscripted space. right by brands,” says Douglas. “In my career, can lead to some of a brand’s most valuable “It’s so fascinating to see how a brand gets I’ve seen that producers and productions want relationships.” on screen,” says Pattie Falch, brand director of Heineken’s sponsorships and events. “Ultimately, [creators] can have a different vision for the character and the brand placement won’t work. “Creators and storytellers Prego integration in American Housewife We’ve learned as a brand and as a team to be flexible.” want to do right by brands.”
12 THEDRUM.COM THEDRUM.COM 13 A BRAND INTEGRATION EDUCATION | STEPS FOR SUCCESS THE DEFINITIVE GUIDE TO BRAND INTEGRATION THE DEFINITIVE GUIDE TO BRAND INTEGRATION IN PARTNERSHIP WITH:
BURNING QUESTIONS ANSWERED
As brands assess their marketing mix and the In BEN’s experience, integration results are associated opportunities in front of them, strong. On YouTube, for example, they see click- brand integration continues to climb up through rates of around 3%. With Instagram, and the list of considerations. For those that are especially Instagram Stories, those rates average engaged in the practice of entertainment around 11% for ongoing campaigns, well marketing, the benefits, when done well, are above most forms of online advertising. With obvious. traditional TV integrations, brands have seen According to Ricky Ray Butler, chief executive double digit percentage jumps in brand opinion officer of BEN, the trends in brand integration, and consideration. in both traditional entertainment and the Another question that comes up from influencer space, have sparked marketers’ marketers is around control. While brands wish curiosity. to have a level of control, the fact is that trust “More brands are doing their homework to becomes critical between the brand, creator see if integration works,” he says. “Where our and BEN. The more trust that is built, the more brand partners are doing well is due to the authentic the content. The more authentic the fact that they can see the data and the positive content, the better the engagement. engagement that it brings to their brand.” “The more natural it is, the easier it is to That said, Butler, who started with integration work into the story,” says Lesley Chilcott, in the influencer space in the early years as Academy Award-winning documentarian for founder of Plaid Social Labs, notes that there An Inconvenient Truth. “The toughest things for are still lingering questions from marketers who brands to understand is that their brand can’t want to fully understand integration’s value vis- be front-and-center because the audience trusts a-vis more traditional advertising and marketing. the story less. If it’s integrated seamlessly, the Usually, the first question a brand marketer audience is being entertained.” asks is “how do I know this is going to work?” “There is a difference between organic Indeed, the perception of brand integration integration and being invisible. It’s striking has its history in smaller players. Today, a much that balance to be visible and additive to the Baby Bjorn integration in Lethal Weapon higher level of sophistication is a result of a creative,” adds Nathan Tan, associate director, marketer’s need for clarity and ROI. brand partnerships and experiences at Cadillac. “We tell brands that they need to be data- Another frequent question from brands that driven and think about scale, the same way arises is around the future of brand integration. they would think about any other marketing “The silos between how people are viewing ENJOY THE RIDE tactic,” says Butler. “We’re accountable as content are collapsing,” says Butler. “People an organization, and we’re going to give are watching across devices and platforms – all The scope and scale of brand integration, Citing the show’s relationship with Microsoft, Through the process of working with brands, guaranteed metrics and goals for a brand’s KPIs. forms of content are blending together.” especially in Hollywood, can be Miller points to the brand’s willingness to not only do producers and creators find The integration space is actually quite new, and What’s telling is that the lines between social overwhelming. As deals get done, there collaborate as a major plus. unique opportunities, but valuable learning we’re one of the first to bring data science and influencers and celebrities are also blurring, are many requisite planning and execution “We have a great time working with them,” he experiences that help them better understand sophistication to the table.” especially in the last year. Influencers are steps. But a key aspect of entertainment, and says. “They’ll sometimes say, ‘can this character expectations and how to work them into becoming bigger and bigger, and people are one that is sometimes forgotten, is how fun do this?’ and we will say, ‘maybe that wouldn’t storylines. taking note. working with some of the brightest and most make sense, but what if this character does “[An] integration with Target was the most “We tell brands that they need to “Celebrities have learned from the YouTubers creative minds can be. it?’ And that’s almost always been sufficient educational,” says Randall Winston, a longtime and Instagrammers,” says Butler. “They need to From the brand side, participating in the fast- for them, or they counter-pitch and it feels Hollywood producer with shows such as be data-driven and think about be looked at more as media now. But they also paced world of storytelling can be a rush. collaborative when you both understand [the Grace & Frankie, Roseanne, Scrubs and Spin want to be creators, and this is where brands “It’s very fun,” says Caressa Douglas, senior goals together].” City under his belt. “There was a lot of back have a better opportunity than ever before.” vice president of global strategic partnerships Creativity, even in the unscripted space, is a and forth about the brand’s expectations and scale, the same way they would at BEN. “Especially when you get into a room of welcome addition, especially between brands I learned a lot about the corporate needs really high-energy creatives who have an idea.” and content that, on paper, may not actually because it was so multi-layered.” about any other marketing.” On the other side of the creative table, there make sense. This challenge can open up In the final analysis, though, bringing together is mutual respect and excitement about the connections through the collaborative process. talent and brands through integration remains attributes brands offer to enhance a story. And “A good example is Skype and MasterChef,” a special relationship that all find mutually their participation is not lost, even among the says Tamaya Petteway, senior vice president of beneficial and exciting, as Schmidt puts it, for stars of some productions. brand and licensing partnerships at Endemol the long-haul. “I think all of our brand partners, at some Shine North America. “This show is all about “There’s nothing else in advertising and point, feel that energy,” says Erin Schmidt, cooking, but we created an integration where marketing like it,” she says. “I love working executive vice president, global client services at the junior contestants had tablets and used with brands and creators, and we’ve all BEN. “I was on the set of Scorpion for our Prego Skype to phone a friend or family member for worked together to deliver some of the most client and [show star] Katharine McPhee came tips and it became the hero of that challenge.” meaningful integrations of all-time.” up to me and gave me a big hug, telling me how much she loves Prego. The brand was ecstatic hearing that.” Matt Miller, producer of the Fox TV show Lethal Weapon, is another example of how much “I love working with brands and creators value the relationships built with brands. “My experience [in brand integration], has creators, and we’ve all worked together been very good,” he says. “I’ve only had positive experiences because I know what I’m getting to deliver some of the most meaningful into and I want to do it. It helps me and helps the Hardee’s integration in Stranger Things show.” integrations of all-time.”
14 THEDRUM.COM THEDRUM.COM 15 A BRAND INTEGRATION EDUCATION | STEPS FOR SUCCESS THE DEFINITIVE GUIDE TO BRAND INTEGRATION THE DEFINITIVE GUIDE TO BRAND INTEGRATION IN PARTNERSHIP WITH:
Like any form of marketing, brand integration has its own set of “dos” and “don’ts.” The practice is nuanced and creative yet data now plays an increasingly pivotal role. There is plenty to learn, and these tips can help brands prepare to set themselves up for massive success.
THE URGE TO DO AN INTEGRATION RESIST WITH A SHOW THAT YOU LIKE OR YOU HEARD IS “HOT.” There are thousands of opportunities that you may have never heard of that can offer valuable impressions with your target audience and will drive your brand forward.
ONE-OFFS. They can be expensive AVOID and give your brand a “sugar rush” but it’s not a sustainable, profitable practice. THE FULL BREADTH OF THE LEARN BRAND INTEGRATION SPACE. IMPOSE UPON THE CREATIVE Big-time Hollywood film and TV productions are DO NOT PROCESS. Creative talent knows great, but there are huge opportunities in smaller and what makes a great story and how your brand can be an more niche productions and projects. important enhancement.
THE POWER HOLD BACK WHEN EXPLAINING UNDERSTAND AND SCALE NEVER EVERY ASPECT OF YOUR BRAND OF INFLUENCERS — FROM THOSE WITH LARGE OR PRODUCT. That brand attribute that you think isn’t AUDIENCES TO MICRO-INFLUENCERS. It’s a wide important could be a boon to a creator. Surprisingly, field to play from and knowing the lay of the land creative people can be “brand nerds” and find interesting makes a difference. stories in the small things.
TO GIVE CONTENT LIMIT YOURSELF ON PLATFORMS. BE WILLING CREATORS AND DON’T You will find out that a combination TALENT THE OPPORTUNITY TO DO WHAT THEY of TV, Instagram, YouTube and film is exactly what your DO BEST. Trust that they will always be in service to brand needs. Or, there may be a new platform that is right your brand. They understand that you have goals and for your brand. KPIs and take it seriously. LIMIT YOURSELF CREATIVELY. RELATIONSHIPS WITH CONTENT DON’T A show may not necessarily seem BUILD CREATORS EARLY IN THEIR “brand safe” on paper, but could pay huge dividends for CAREERS. Supporting producers and influencers your brand — and there are many examples of this in every when they are first getting started can reap long-term aspect of brand integration. benefits. Some of the most impressive relationships started from the ground floor. JUDGE SUCCESS BY A SINGLE NEVER INTEGRATION – GOOD OR BAD. REAL, TANGIBLE DATA FROM As with any marketing campaign, some integrations will EXPECT YOUR BRAND INTEGRATION naturally perform better than others. You can often learn EFFORTS. It can (and should) be measured and match as much from the integrations that only delivered mild your ROI and KPIs. Demand the numbers that you success as you can from the ones that blew the doors off. need to be successful in the space.
OF BRAND INTEGRATION AS THINK A VIABLE, LONG-TERM PART OF YOUR MARKETING MIX. You’ll see how far integration has come and how much opportunity there is for brands that commit.
TO LET GO BE WILLING OF YOUR PRECONCEIVED IDEAS ON WHAT WILL WORK. Be objective. Have an open mind. Use the left part of your brain a little, it can pay big dividends.
THE PROCESS. There is nothing ENJOY like brand integration. It’s one of the most exciting and dynamic ways to market and the relationships you will build can last forever.
16 THEDRUM.COM THEDRUM.COM 17 ON THE RISE | ENDLESS OPPORTUNITY THE DEFINITIVE GUIDE TO BRAND INTEGRATION THE DEFINITIVE GUIDE TO BRAND INTEGRATION IN PARTNERSHIP WITH: THE ESSENTIAL INFLUENCER
Every brand marketer has heard how influencers can change the game. But what is the current state of affairs with influencer marketing? What began as an interesting addition is now a vital part of the marketing mix, continually evolving to higher levels of measurement and sophistication. Instagram post from influencer Nate Adams
Today, influencer marketing is continuing director of influencer integration at BEN. “A Davis. “It’s common for a brand to treat them as “Don’t only focus on the people on top. You live without being fully aligned to a brand’s its spirited pace and upward arc. From select few end up doing okay but talent usually one or the other.” can probably get just as much or more value objectives as well,” adds Maughan. celebrities to influencers — including those ends up migrating over to the juggernauts like “Also, brands have to understand that the from a thousand smaller channels than one big BEN’s process also includes what is called a INFLUENCER with large, scaled audiences to emerging YouTube and Instagram.” influencer already has a following and their own channel,” notes Hollens. ‘consensus triangle’ to ensure full alignment micro-influencers, who pack a real punch “We’re seeing a huge surge with Instagram, unique brand and style, and the marketer is Another fallacy is that a one-and-done between viewers, the influencer and the brand. DOs AND with audiences — the landscape continues especially with Instagram Stories,” adds tapping into that,” adds Maughan. “Brands that approach can get the job done effectively “These three parties all have a stake in the to widen and presents an even more robust Maughan. take our advice and know how to empower the for brands. The notion that a big check and content and need to reach a consensus that opportunity for marketers. Other platforms that Maughan and Davis are content and work with the influencer, rather than ephemeral splash can build long-term brand will, again, empower the creative process,” DON’Ts A Linqia study of close to 200 marketers in watching closely include China-based messaging trying to control a lot of these elements, see success is a huge misnomer. notes Maughan. the US showed that almost 40% will increase and social app WeChat, microblogging site great success in influencer marketing.” “You need to have a diversified portfolio of One brand that uses the process to its DO their influencer marketing budget in 2018. Weibo and Musical.ly, a social network app for Though there is a foreign feel of ‘letting go,’ the types of influencer programs you run,” says advantage is Dyson. In a past campaign • Trust the talent. Additionally more than half said that influencer video creation and live broadcasting. for brands, relying on talent’s discretion is the Davis. “The reality is that you need to diversify touting cord-free vacuums, which encouraged • Work with the influencer to content outperforms brand-created content. To that point, geography is a consideration in best course of action in developing successful just like any other form of marketing as there influencers to find the most creative place empower content instead of “I think that every CMO and brand needs to the influencer space as well. While the English- campaigns. could be ups and downs, and particular areas to clean, both the brand and talent engaged control it. be involved with influencer marketing,” says Jake of strength with each approach.” X-Games athlete Nate Adams and worked • Understand FTC guidelines Maughan, executive vice president of campaign together to create content that fit both the and rules. execution and integration at BEN. “It has become “I think that every CMO and brand needs Far from the “Wild West” brand and athlete. The content on Instagram, • Build a long-term plan and so essential that they will have a big hole in Much of the modus operandi in influencer showing the athlete flying through the air with scaled influencer portfolio. their marketing plan if they overlook leveraging marketing appears to be stuck in a time warp the product, generated significant engagement • Know the backgrounds of influencers for their objectives.” to be involved with influencer marketing.” — one that implies recklessness by creators and excitement from the audience. influencers and the genres in Indeed, it is hard to miss some of the more and influencers. For its part, BEN has a long- “It’s a great example of how to use that which they excel. prominent stars of social media. The likes of standing, stringent set of guidelines and consensus triangle to empower the content,” • Understand what a micro- Lily Singh, Lele Pons, Dude Perfect and Vanoss speaking world dominated for years, other areas “Trust that influencer — the creator,” says processes that ensures quality and safety. says Maughan. influencer can do to help have followings that rival some of the world's of the world are catching up — and quickly. musician and YouTuber Peter Hollens. “[They “Influencer marketing is highly-regulated For their part, influencers find that working your brand. biggest traditional celebrities — and even some “This is one of the big opportunities over the are] a brand and know how to speak to their by the Federal Trade Commission (FTC),” says with brands is an enjoyable experience and of broadcast's biggest TV shows. next few years,” says Davis. audience.” Maughan. “We take that seriously. Every piece opens up a mutually beneficial opportunity DON’T “The gap between celebrities and influencers “It’s becoming prime real estate, so to speak, Additionally, marketers tend to look at of content that comes through our doors — unique in marketing. • Try to over-control the process. is closing very quickly,” notes Maughan. “There’s for marketers and marketing opportunities,” influencers as more of a broad category when, and that we work on — passes through three “I love working with brands for a lot of • Remove the human element really no difference in the online platform adds Maughan. in fact, just like any other marketing practice, different pairs of eyes, including a compliance different reasons,” says King of Random, entirely, automation is crucial for marketing space — and the cost is becoming very understanding the whole landscape is critical to officer to make sure the FTC regulations are another popular YouTuber. “When they reach some aspects in the process — but similar as well.” Misconceptions brand success. adhered to.” out to me with their product, my mind instantly take the time to craft well. Though there is a consistent surge of new There are some broad misunderstandings about “The space is huge,” notes Davis who, with his But it’s not just the FTC rules that are under goes into creative mode. What can I do with • Make decisions based on emotion platforms that pop up in the landscape, there are influencer marketing, and particularly around team, has access to thousands of some of the the microscope, the same rigor applies in this? What can I make out of it? I love thinking or one specific influencer. some that remain more tried-and-true, including the best strategic approaches for working with world’s most prominent and effective influencers. service to BEN’s brand partners. outside of the box, and brands not only help • Dabble — make the commitment YouTube, Facebook, Instagram and Twitch.tv. influencer talent. “But there are different genres to think about “We take the same care with branding me think outside of the box, but they also help as it will pay off. “New platforms will come and go, and they “An influencer is both the production of the and different influencers have a better ability to requirements and guidelines so that we’re fund the projects that I’m doing and help keep don’t always succeed,” says Brad Davis, senior content as well as the media distribution,” says convert to different brand objectives.” not getting a piece of content that goes everything alive.”
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Proximo occupies a significant space further extended the brand with a custom in beverage brands. From legendary influencer event activation at Coachella products like Cuervo and Bushmills, to with Halsey and DNCE. new classics like Hangar 1 and Kraken, Additionally, custom digital content their portfolio is not only impressive, for Kraken Rum with influencer platform PROXIMO but tailor-made for entertainment. Legendary Digital Networks and bespoke With that in mind, BEN’s deep influencer work with Jose Cuervo for Dia roots, experience and success in de Los Muertos significantly amplified the entertainment provided a solid portfolio’s presence. foundation from which to build. BEN Scripted and unscripted integration recommended a comprehensive cross- included: Grace & Frankie, Marvel’s Iron platform approach. Strategically, the Fist, XX (film), Superior Donuts, Billions, GETS plan was to secure premium integrations Real Housewives of Beverly Hills, The in all entertainment verticals, including Young Pope, Crazy Ex-Girlfriend, Marvel’s influencers. Agents of SHIELD, Six, Rosewood, Sneaky Music entertainment was a rich Pete, The Real Housewives of Atlanta and opportunity with Three Olives making an One Day at a Time. appearance in DNCE’s Kissing Strangers All-in, Proximo netted over 1.2bn music video and 1800 Tequila featured in impressions, showing that an integrated, VERTICAL A$AP Ferg’s New Level music video. BEN vertical approach can be a wild success.
850m 220m 118m TV AND FILM INFLUENCER MUSIC VIDEO
RESULTS IMPRESSIONS IMPRESSIONS IMPRESSIONS
Three Olives integration at Coachella with artist / influencer Halsey
Instagram post from influencer Jeff Lewis DYSON GOES RESULTS 80m CORD-FREE, TOTAL CROSS-PLATFORM IMPRESSIONS 442% ROI ON Dyson is long an innovative brand leader — and is not brand in entertainment (both scripted and unscripted), MEDIA shy about sharing its technology. From its early days, the influencers and custom digital content. Additionally, SPEND brand has found unique ways to not just sell products, but amplification occurred in key brand tentpole seasons evangelize about what the right tech can do to transform including spring, Mother’s Day and Black Friday. how people clean. In entertainment, the brand was integrated in Million Sensing an opportunity to tout its cordless technology in Dollar Listings, Big Bang Theory, SMILF, Flipping Out, One 2017, the goal was not just about what was in the machine, Mississippi, Portlandia and Girl Meets World, among others. but what it does to change consumer perceptions around Influencers played a pivotal role, with the likes of Blair 8.5m INFLUENCER cleaning. Fowler, Linus Tech Tips, Jeff Lewis, Guavaroi, Cody, Missy IMPRESSIONS The key to success relied on ongoing awareness, over Lanning and Tanner Guzzy, among others peppering the multiple platforms and opportunities. landscape with highly inventive, creative content that swept To that end, BEN took a wide approach, engaging the the space by storm.
20 THEDRUM.COM THEDRUM.COM 21 CASE STUDY | GENERAL MOTORS IN PARTNERSHIP WITH: CASE STUDY | UBISOFT IN PARTNERSHIP WITH: GENERAL MOTORS YouTube Influencer, CaRt0oNz
DRIVES FORWARD RESULTS
General Motors (GM) has long led the brand programme displaced competitive brands through integration space with a steady presence across savvy, relevant and seamless integration. 484 INTEGRATIONS the entertainment landscape. The venerable Working deeply within the production IN 2017 automaker’s 30+ year partnership with BEN community, BEN secured close to 500 integrations has helped develop pre-eminence in the space including: Transformers 5 (the entire GM vehicle among consumers and creators. line), HBO’s Big Little Lies (Buick Enclave), Netflix’s To that end, in 2017 BEN worked diligently with Queer Eye (GMC Sierra) and many others. In the each major GM brand to deliver an extensive brand digital space, BEN executed multiple influencer integration programme that secured prominent brand ‘road trips’ including a memorable Buick trip to 3.1bn exposure through film, television, premium cable, Coachella. IMPRESSIONS streaming television and influencer social channels. Additionally, BEN executed custom research for Targeting hero auto moments that align specific integrations to measure and showcase the with each brand’s strategy, the wide-ranging value, efficacy and ROI for GM campaigns.
General Motors integration in Transformers 5
UBISOFT LEVERAGES RESULTS
INFLUENCERS FOR 200 PIECES OF SHAREABLE NEW GAME CONTENT
Ubisoft’s Far Cry 5 game was a highly- channels were invited to a ranch outside of San anticipated new title from the game-maker. Francisco for a live experience, mirroring game From pre-launch to release day and beyond, play. The resulting Instagram Stories creative 23m the game’s success hinged on driving content further enhanced excitement around the IMPRESSIONS awareness and engagement at key pulse game. points during the game’s lifetime. At Far Cry 5’s launch, 19 influencers created To that end, Ubisoft leaned heavily on at least one YouTube video documenting their influencers for a multi-stage campaign. At the enjoyment of playing the game. Those videos popular E3 expo, the world’s top trade show for were pushed out, encouraging viewers to preview computer and video games, BEN tasked top the game themselves. gamers like Dashie, Cart0onz, and Wildcat to The post-launch effort included a program on 1.4m promote the game on Instagram and Twitter. popular streaming platform Twitch.tv, to build ENGAGEMENTS Providing early access gameplay to top influencers even more engagement among the gaming created another layer of anticipation. community in order to drive purchase of the One month prior to launch, 16 YouTube game’s expansion downloadable content.
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