cim digital summit 2016 -the brooklyn brothers: george bryant's presentation
TRANSCRIPT
![Page 1: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/1.jpg)
© T H E B R O O K L Y N B R O T H E R S
SEPTEMBER 2016
© T H E B R O O K L Y N B R O T H E R S
The Connected
Consumer.
![Page 2: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/2.jpg)
A marketer’s dream.
![Page 3: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/3.jpg)
“The connected consumer is the dawn of a new era for advertising”
The Huffington Post, 2008
![Page 4: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/4.jpg)
“Marketers should seize the opportunities of these omni-channel consumers”
Mashable, 2007
![Page 5: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/5.jpg)
But something
funny happened
along the way…
![Page 6: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/6.jpg)
0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/
![Page 7: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/7.jpg)
0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/
![Page 8: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/8.jpg)
#absurdity.
![Page 9: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/9.jpg)
#absurdity.
![Page 10: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/10.jpg)
#absurdity.
![Page 11: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/11.jpg)
A nation of
Adblockers.
![Page 12: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/12.jpg)
We forgot the first
rule of marketing.
![Page 13: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/13.jpg)
Brand engagement is
our goal.
BRANDS PEOPLE
![Page 14: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/14.jpg)
We need a new
brand agenda.
![Page 15: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/15.jpg)
A new brand agenda
Blockbuster Ideas.
![Page 16: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/16.jpg)
Blockbuster ideas.
![Page 17: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/17.jpg)
![Page 18: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/18.jpg)
![Page 19: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/19.jpg)
![Page 20: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/20.jpg)
![Page 21: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/21.jpg)
Results.
10m+ 1bn91%
Fans tuned into NBC’s
Premier League coverageMedia impressionsIncrease in NBCSN
viewership
8486%
Increase in
Facebook fans
9m
Views of the Ted Lasso
piece alone
![Page 22: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/22.jpg)
The 3F Model.
FOCUSCONVERT IN
OWNED
FAMEPROSPECT OUT INTO CULTURE
PROSPECT DEEP INTO CATEGORY
FUNCTION
DRIVE CONSIDERATION &
CONVERSION
BUILD RELEVANCE IN SEARCH
CONTINUE TO BUILD
AWARENESS
![Page 23: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/23.jpg)
A new brand agenda
People Powered.
![Page 24: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/24.jpg)
Inspired by Iceland
The thinking.
![Page 25: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/25.jpg)
Ask Gudmundur.
![Page 26: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/26.jpg)
![Page 27: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/27.jpg)
PLAY
![Page 28: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/28.jpg)
Results.
114% 12.5k £36.5m425m
Income growth in the
lesser-known regions of
Iceland
User generated
contributions throughout
the campaign period
Total value created from
the initial investment of just
£1.9m
Total media impressions
delivered throughout the
campaign
19:1 ROI
Long term return from the
initial investment
![Page 29: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/29.jpg)
A new brand agenda
Relevance Obsessed.
![Page 30: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/30.jpg)
Share of culture, not
category.
![Page 31: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/31.jpg)
Emirates
The challenge.
![Page 32: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/32.jpg)
Emirates
airOMG.
![Page 33: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/33.jpg)
Castrol EDGE
The challenge.
![Page 34: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/34.jpg)
Castrol EDGE
Titanium trials.
![Page 35: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/35.jpg)
And finally.
![Page 36: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/36.jpg)
And finally.
“We're excited for James’ talents and fearless creative instincts to
tackle American TV.”
E!News
![Page 37: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/37.jpg)
And finally.
“We're excited for James’ talents and fearless creative instincts to
tackle American TV.”
E!News
“Stephen Colbert isone of the most inventive
and respected forces on TV.”
The Guardian
![Page 38: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/38.jpg)
Results.
![Page 39: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/39.jpg)
Results.
“I don’t even check the ratings, I check YouTube views at the end of the week.”
James Corden
![Page 40: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/40.jpg)
“My major ambition is just to stay relevant, to be in the conversation.”
James Corden
![Page 41: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/41.jpg)
Our new brand
agenda.
RELEVANCE OBSESSED
BLOCKBUSTER IDEAS
PEOPLE POWERED
![Page 42: CIM Digital Summit 2016 -The Brooklyn Brothers: George Bryant's Presentation](https://reader031.vdocuments.site/reader031/viewer/2022030304/58767b381a28ab1b158b4a1f/html5/thumbnails/42.jpg)
Thank you.