As the popularity of 30-second spots keep fading and TV viewing continues to decline, brand marketers are turning to new sources to tout their products— entertainment.
Branded entertainment events can be powerful and engaging ways for marketers to reach consumers in new ways, Darin Wolf, Clear Channel Entertainment’s VP-general manager, business development and management, said yesterday during a session.
Wolf, who featured panelists from Hilton, Miller Brewing Co. and Chase, highlighted numerous promotions Clear Channel Entertainment helped organize for the companies via branded entertainment.
In its 2002 Rellim Tour: From the Inside Out, Milwaukee-based Miller launched a musical experience giving consumers a chance to experience a concert from the backstage. Attendees entered concerts through a side door into a replica green room, where concertgoers played with instruments and met band members before the show. The tour gave consumers a chance at discovery as the Rellim Tour was Miller’s name spelled backwards.
“It’s delivering an experience verses a message,” Peter Laatz, manager of entertainment, Miller Brewing Co., said.
The tour produced a 95% event satisfaction rate, with consumers saying they would go back a second time, Wolf said.
Wolf offered nine tips for marketers to consider when launching a live branded entertainment event:
- Have clear objectives
- Understand the consumer
- Understand the industry
- Understand the deal. Make sure the contract reflects both parties.
- Be (somewhat flexible)
- Understand the role
- Be passionate
- Isolate the moment when the brand and the consumer can connect
- Be long-term focused
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