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The Art of Purposeful Storytelling

Peter Guber, chairman and CEO of the Mandalay Entertainment Group, explains how to establish an emotional connection with any audience.

Via Peter (PJ) Fulcher-Meredith
David Lusion's insight:

CEO of Sony Entertainment talks about how storytelling is an essential part of trigguring emotional cues with media users, he stresses to say that authenticity is a key element to getting noticed by the user, where if they relate to/feel the story teller is authentic, they become emotionally involved with what is being said, secondly he mentions that every story has a goal, and these goals should be targeted toward the right people that can relate to the story/goal. This can apply to anything from a targeted movie, to targeted advertising.

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Peter (PJ) Fulcher-Meredith's curator insight, August 4, 2013 7:35 PM

Here is a guy who 'walks the talk'.  How infectious is passionate enthusiasm. Salient 6 minutes of wisdom that all leaders should watch to get a better understanding of what storytelling is.  It may be just a start but hey, better now than never.

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R18+ video game rating passes Senate - ABC News (Australian Broadcasting Corporation)

R18+ video game rating passes Senate - ABC News (Australian Broadcasting Corporation) | Branded Media | Scoop.it
After 10 years of campaigning and lobbying, Australian gamers will now have an R18+ category for video games in line with film and literature.
David Lusion's insight:

Australia is one of the last places to have a propper video game rating system. Originally there was no such thing in games consoles, and it was up to the companies themsleves to decide what to do. 

Sega, (main competitor to Nintendo) at the time simply put "r18" suggestions on games, where Nintendo would disable certain game features or content (eg making blood BROWN in Mortal Kombat / decreasing ammount)

This rating system translates over to advergames, and we could see more restrictions or ratings come up based on how companies are targeting children. Such new ratings or control checks may help deminish the negatives of such potential games..

 

 

I also think the age rating systems helps for certain brands; for example if an alcahol company was to develop a game; they could have one that is targeting an r18 market, in an r18 setting (perhaps more violent, lanugage etc) - without - facing backlash of 'encouraging children to drink' -  

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Google Glass Gets Major Product Placement In Pauly D & Jay Sean Music Video

Google Glass Gets Major Product Placement In Pauly D & Jay Sean Music Video | Branded Media | Scoop.it
Google is (again) trying to pushing the fashion perception of Glass. In a music video for Pauly D and Jay Sean's "Back To Love", a fashion model is seen wearing and using Google Glass.
David Lusion's insight:

Love it or hate it, this guy has a music video. The point is, that google glasses are placed in scenes - However - what I am really wondering, is how google glass will impact product placement - IN THE REAL WORLD! - 

Think of it this way.. instead of having billboards, companies can just provide a green screen or empty space, then in turn, google glass can project - relevant - user unique - adverts!

Furthermore, you could be looking at say, a Chicago Bulls T-shirt, and in the corner of your eye, Glass can have a placed notification that tells you there is a game coming up and links you to purchasing tickets..

 

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Geveta Cook's comment, September 5, 2013 11:12 PM
Such technology would just be...to attached to my life. It like real world product placement, you see something and an ad pops up. Very tailored I suppose so it would quite likely yield good returns.
Helena Pontes's comment, September 30, 2013 4:38 PM
I believe google glass will reach a new era "the era of personalisation" to a level we can only imagine today but do not experience yet.
Michelle ت Tan's comment, October 25, 2013 7:35 PM
I think we won't need to think as much if Google Glass becomes a norm for everyone haha. It can just remind us of everything we may possibly forget.
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Vince Vaughn and Owen Wilson's Google Movie Premieres on ...

Vince Vaughn and Owen Wilson's Google Movie Premieres on ... | Branded Media | Scoop.it
In what looks like the biggest-ever product placement for Google, the official trailer for The Internship launched Wednesday.

Via Henrik Safegaard - Cloneartist
David Lusion's insight:

I think this movie for those that have seen it is quite interesting.. it wasn't a great movie, but no move with Vince Vaughn and Owen Wilson is ever TERRIBLE! 

Now what is really interesting, although not the first of it's type, this movie is basically an advert for google and google services. I personally went to see the movie because I happen to be a fan of the actors and google.. so I welcomed the idea.. I'm curious to hear reactions from more people as how they acted to the product placements in this movie..

 

The point of difference here is that, you EXPECT product placement in the movie!

 

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Michelle ت Tan's comment, August 20, 2013 9:14 PM
I won free tickets to this movie but couldn't go! I reckon they're also using Google as not only the plot of the story, but also to draw in viewers. You don't see many movies revolved around large corporate brands (Except maybe that Facebook Movie). So the name itself is also advertising I guess.
David Lusion's comment, August 21, 2013 7:23 AM
After reading the article i'd say this isn't as much product placement as it is product intergration..
David Lusion's comment, August 21, 2013 7:31 AM
not to mention the branding is what makes the story too..
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An Expert's Seven Tips For Using Social Media To Get A Job - Forbes

An Expert's Seven Tips For Using Social Media To Get A Job - Forbes | Branded Media | Scoop.it
An Expert's Seven Tips For Using Social Media To Get A Job Forbes For the last three-and-a-half years, Eric Chandler has been teaching a selection of ten courses in communications, marketing and public relations in New York University's School of...
David Lusion's insight:

Quite an interesting article on some techniques for job finding through the use of social media.. I suppose it would also matter as to what sort of job you are lookign for with some having far greater results than others.. 

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YouTube for Business: Casey Gollan's Step-by-Step Guide to Getting Started - Watch List News (press release)

YouTube for Business: Casey Gollan's Step-by-Step Guide to Getting Started Watch List News (press release) The benefits of branded channels is that they offer a greater ability to customize the look and feel of a channel, to limit accessibility to...
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David Lusion's comment, July 30, 2013 12:35 PM
A very basic guide to businesses getting started with the use of Youtube; With the average person spending 15 minutes a day on youtube, it is a great channel for companies to place information on. Youtube also allows for potentially viral videos where branded entertainment is included (case of ed hardy & "my new haircut" video).
Geveta Cook's comment, August 8, 2013 5:30 AM
Good essentials for a company looking to start up a Youtube page, but I think he fails to note that businesses should consider weather or not they require/can effectively use such a resource. Also, the inclusion of some links on how to maintain a page's views would be helpful.
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Meltdown – the first game that melts

Meltdown – the first game that melts | Branded Media | Scoop.it
From Germany comes a nice real-life gamification of a big problem: global warming. GEOlino, a science magazine for children, wanted its young readers to experience the effects of global warming.
David Lusion's insight:

I found this quite interesting; it's an advargame - but as a board game, not a videogame.. In this case it's desinged to teach kids about global warming, made by a science magazine - yes it has an external purpose but still branded by the magazine and made to fit the mags purpose. 

I'm wondering how long advergames have been around, as it seems although the mediums they are found in now are new; the idea itself is not! 

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Sheila Vargas Corrêa's comment, September 12, 2013 5:51 AM
very creative advergame ... amazing the way they incentive knowledge and strengthens the awareness message in saving our planet
David Lusion's comment, October 1, 2013 6:39 AM
I guess they could drinkt he water @kay'gee :) haha or use salt water!
Michelle ت Tan's comment, October 5, 2013 6:58 PM
This is pretty cool! However I do believe the market for boardgames is diminishing in a way. Maybe they could create an app for this too?
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Why Product Placement Is Here to Stay

Why Product Placement Is Here to Stay | Branded Media | Scoop.it
When TiVo became the first widely used digital television recorder in the world, advertisers began to sweat through their suits...
David Lusion's insight:

WWE, with the most watched tv show in the world always had product placement, however now with the introduction of tivo and of course internet viewing, viewres are no longer forced to watch the ads - OR - even fast forward through them.

It's logical to have product placement, although the way it's used can be tasteful or horrible miss placed. That part.. Is up to the company providing the placement service as well as the brand advertising to insure.. I welcome product placement with open arms as a dominating advertising medium over any other advertising - why? because, I still want to be in with products, yet I don't want to watch adverts!

If an - advert (product placement) - is placed within the context of a story, or placed tatefully,  it may even enhance the viewer experience and bring a sense of relating  

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Sutharsan Ab's comment, August 21, 2013 6:56 AM
i am sure you read this too.. WWE RAW on USA network placed no 2 on Nielsen ratings of ranking programs with product placement activity. Definitely a great forum to be !
Souvantha Bouaaphone's comment, August 23, 2013 2:28 AM
I think it is not only WWE. Product placement is everywhere even in Rugby game, Soccer game and etc..
Geveta Cook's comment, August 29, 2013 7:43 PM
Placements in sports makes sense, often sports are watched live so viewers cannot fast forward and must be exposed to the placements. Not that WWE is a sport though. This picture right here is totally 'MERICA.
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20 free tools to evaluate social media | Lies, damned lies and statistics

20 free tools to evaluate social media | Lies, damned lies and statistics | Branded Media | Scoop.it

One of the first resources we created when starting Rabbit in early 2010 was a list of 20 free social media evaluation tools. Not measurement, evaluation. Tools that will give you some form of meaningful data that you can use in reports. And ones that don’t cost anything.

 

Fast forward almost two years and a lot of that list is out of date, with many of the originals no longer being around or having ‘upgraded’ to full paid for services. As a result, it’s time for a refresh.

 

This is by no means an extensive list, there are other tools around in addition to these, but even a few of them together will provide you with meaningful intelligence. The 20 are as follows...

 

[Thanks to Dirk Singer for this excellent resource - JD]


Via Jeff Domansky
David Lusion's insight:

If we're talking about evaluation of entertainment well.. this is a very good place to start with evaluating our mediums! 

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The Art of Purposeful Storytelling

Peter Guber, chairman and CEO of the Mandalay Entertainment Group, explains how to establish an emotional connection with any audience.

Via Peter (PJ) Fulcher-Meredith
David Lusion's insight:

CEO of Sony Entertainment talks about how storytelling is an essential part of trigguring emotional cues with media users, he stresses to say that authenticity is a key element to getting noticed by the user, where if they relate to/feel the story teller is authentic, they become emotionally involved with what is being said, secondly he mentions that every story has a goal, and these goals should be targeted toward the right people that can relate to the story/goal. This can apply to anything from a targeted movie, to targeted advertising.

more...
Peter (PJ) Fulcher-Meredith's curator insight, August 4, 2013 7:35 PM

Here is a guy who 'walks the talk'.  How infectious is passionate enthusiasm. Salient 6 minutes of wisdom that all leaders should watch to get a better understanding of what storytelling is.  It may be just a start but hey, better now than never.