KR20150098266A - Branded entertainment toolkit system for triggering consumers' engagement and mehtod therof - Google Patents
Branded entertainment toolkit system for triggering consumers' engagement and mehtod therof Download PDFInfo
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Abstract
The present invention relates to a participation-inducing branded entertainment production system, which includes a content planning unit for extracting brand essence that is sympathetic to the consumer by analyzing a competitor, a company, and a customer of the brand to which the content is to be produced, A content production section for structuring a creative fun experience and producing a content capable of inducing a secondary pro-brand action, and a content evaluation section for testing the response of the consumer to the generated content and feeding back the result Thereby making it possible to produce low-cost, high-efficiency marketing communication.
Description
BACKGROUND OF THE
Advertising is a costly marketing communication tool focused on running large corporations. In terms of advertising expenditure structure, 90% of media expenditure is on average, and 10% of it is production cost, and most of it costs a lot of money to pay for the use of traditional mass media (4 media). However, when looking at the number of Korean companies, 99% of them are occupied by SMEs (based on statistics from the Small and Medium Business Administration). Therefore, it is necessary to develop low-cost, high-efficiency marketing communication solution for SMEs.
'Branded Entertainment', which is mainly performed by a large number of large corporations, is likely to spread to the entire industry along with development of media technology and contents technology in the future. Unlike advertising, which advertises its own brand in an over-the-counter manner and promotes communication through persuasive communication in a commercial and technological manner, BE minimizes brand exposure while introducing new experiences related to the brand Next, there is a high need for technology development in the future. BE is emerging as an alternative to 'mass media advertising' (traditional high cost 4 media advertising) in corporate marketing communication tools, and it is still in the early stage of technology development without various technological development. In particular, most small and medium-sized enterprises can not communicate based on expensive high-cost Paid Media (TV, newspaper, magazine, portal site, etc.) Entertainment strategy is needed.
So far, the domestic BE has focused on the purpose of promoting the brand as an early stage, namely, improving the brand awareness, or simply raising the brand image. As a result, it does not lead to actual behavior of the brand (eg, additional website visits, offline events, participation in promotional events, and purchase-oriented purchasing behaviors)
In the meantime, manualization and toolkit development for developing marketing communication contents was weak. In particular, in the case of BE, an individual company has only been handed over to an advertisement agency by the request at that time. Thus, the identity (essence or identity) of the own brand can not be accurately imported, There was a lot of failure after on air.
The prior art related to the present invention includes a method for creating and registering a content file combined with a banner file, and a method for providing the created content file to a user on the Internet (Korean Patent Laid-Open No. 10-2000-0074929).
A problem to be solved by the present invention is to provide a system for producing branded entertainment that can induce user participation.
In order to achieve the first object of the present invention, there is provided a content planning system comprising: a content planning unit for analyzing a competitor, a company, and a customer of a brand to produce a content, extracting brand essence sympathetic to the consumer and planning a content; A content production department that includes brand essence, structures creative enjoyment experiences, and produces content that can induce secondary brand affinity; And a content evaluation unit for testing a reaction of the consumer with respect to the generated content and feeding back a result of the evaluation.
According to an embodiment of the present invention, the content planning unit may be a participation-inducing branded entertainment production system, characterized in that the position and the status of the current brand are identified through a market analysis of the brand.
According to the embodiment of the present invention, the contents production section performs the mind mapping, the story building, and the genre selection in determining the elements to be held by the speaker, And creating a content that induces fun and excitement. The entertainment system can be a participation-inducing branded entertainment production system.
According to the embodiment of the present invention, the content production unit may be a participation-inducing branded entertainment production system, which produces a base version and a modified version of the content, and performs image shooting and editing.
According to the embodiment of the present invention, the content production section may be a participation-inducing branded entertainment production system characterized by modifying the content using the experimental result fed back by the content evaluation section.
According to the present invention, it is possible to realize and spread low-cost, high-efficiency marketing communication production. That is, companies can directly produce branded content through tool-kits without expensive consulting or channel usage costs. Especially, in the case of online communication of SMEs with low-marketing budget, it is expected to enhance competitiveness in performing the latest marketing communication in the online-mobile era, in addition to high-efficiency real advertising effect and sales contribution effect at low cost. Furthermore, it can be expected to be effective in that it can be easily applied and spread by other companies / industries through seminars of technical communication (film, media, advertisement, content, marketing, etc.), technical seminars and demonstrations at conferences.
In the academia side, it is possible to provide conceptualization and sophistication of the branded entertainment field in which research has been started, and various follow-up research development and expansion can be expected. In addition, it can be used as a case study in related subjects, and can be used as a best practice example of building marketing communication theory and practical application.
1 is a block diagram of a participation inducing branded entertainment production system according to an embodiment of the present invention.
FIG. 2 is a block diagram illustrating a configuration of a participant-oriented branded entertainment production system according to an embodiment of the present invention.
Figure 3 shows the three elements analyzed in the content planning step.
Prior to the description of the concrete contents of the present invention, for the sake of understanding, the outline of the solution of the problem to be solved by the present invention or the core of the technical idea is first given.
A participant-led branded entertainment production system according to an embodiment of the present invention includes a content planning unit for analyzing a competitor, a company, and a customer of a brand to produce a content, A content production section including a brand essence, structuring a creative fun experience, and producing content capable of inducing secondary brand-name brand behavior, and a content production section for testing the reaction of the consumer to the generated content, .
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. It will be apparent to those skilled in the art, however, that these examples are provided to further illustrate the present invention, and the scope of the present invention is not limited thereto.
BRIEF DESCRIPTION OF THE DRAWINGS The above and other objects, features and advantages of the present invention will become more apparent from the following detailed description of the present invention when taken in conjunction with the accompanying drawings, in which: It is to be noted that components are denoted by the same reference numerals even though they are shown in different drawings, and components of different drawings can be cited when necessary in describing the drawings. In the following detailed description of the principles of operation of the preferred embodiments of the present invention, it is to be understood that the present invention is not limited to the details of the known functions and configurations, and other matters may be unnecessarily obscured, A detailed description thereof will be omitted.
FIG. 1 is a block diagram of a participation-inducing branded entertainment production system according to an embodiment of the present invention. FIG. 2 is a block diagram illustrating a configuration of a participant-oriented branded entertainment production system as an embodiment of the present invention, will be.
In order to solve the problems of the conventional contents production technology, it is necessary to develop content based on the Owned Media (own company's own home page, a café, a blog, SNS of the own account, etc.) (SNS of general account, media, public media, etc.). By creating 'BE' that induces the involvement of pro-brand by consumers, which can contribute to the sales increase, such as actual purchasing behavior, word of mouth, recommendation behavior, the company can do its own BE development planning, By verifying the effect, it is possible to make a whole process before the development of 'BE low cost - high efficiency' and 'possibility of on air success'. Through this, it is possible to provide modularized, manualized tool-kits for contents planning, production, and verification optimized for the company based on the inherent characteristics of the enterprise and the characteristics of the industry.
The participant-led branded
The
More specifically, the brand essence is extracted by grasping the current position and the status of the brand through market analysis of the brand.
As a basic work for content development, we conduct 'AnBe Process (3C Analysis - Brand essence mining)' which analyzes market situation and extracts / refines brand essence of company. Competitors of our brand in the market accurately determine what marketing, who our consumers are, why they live, what human and material resources our company has, and how much brand equity is in particular. To do this, we conduct the situation analysis (Anaysis) and brand essence mining.
In the situation analysis stage, as shown in FIG. 3, the analysis is performed using the 3C analysis to a customer, a competitor, and a company. We analyze the position of the competitive brand in the market, core attributes, and brand image, and analyze the consumer (consumer) observation of purchase / use situation, lifestyle, and understanding of culture. In our analysis, it is especially important to analyze the brand, brand identity, brand image and awareness. Also, it is necessary to check the resources that can be utilized from its resources for content production. (Identification of Human Resources and Material Resources for Content Production - Analysis of Brand Assets in Material Resources)
In the brand essence extraction stage, we extract brand essence that will be highlighted in the brand. A brand is a word that expresses the promise of a company to a customer or the value and direction that most brands want to pursue. Brand Essence is a brand identity that many characteristics of a brand are aimed at and it is reduced to a word again. (Eg BMW "Ultimate Driving Machine") branded entertainment content needs to be extracted and elaborated for production, brand essence can usually be extracted and refined through laddering techniques, or " It can be extracted by completing the sentence []. It may be necessary to start from the brand concept, depending on the situation of the company, since the brand may be thought of as only one brand.
The
More specifically, in generating a story related to the brand, a mind mapping, a story building, and a genre selection are performed, a factor that a speaker should have is determined, and a content that causes fun and interest using a cross- And make them. Creates a base version and a modified version of the content, and performs video shooting and editing. In addition, the content can be modified using the experimental result fed back by the
The contents are produced using the brand essence extracted by the
For brand essence tailored (melted), it means that the content has been developed with the correct essence of the brand or the essence correctly developed. (For example, the short film "Way to the Nature" by Kolon Sports, "The Hire" by BMW), and the brand transfer (brand awareness and image) It can be a strategy. It is necessary to form a clear brand image to consumers through precise storytelling of brand essence, not just the brand awareness content. Now, most branded entertainment are only aimed at 'fun', and readers (viewers) do not know the brand well and remember the fun.
The creative idea for Creative entertained is a process of expressing brand essence as creative contents, combining imagination in the head with fun elements, and connecting the brand with insightful search of consumer's hidden psychology. It is different from what we have seen in the past, and it moves empathy and mind to seek psychological ranks about what people want and want. Fun is not 'simple fun' but rather a more creative emotional touch if you create 'discriminative fun' with a more creative element. This can also be a highly efficient communication strategy. The elements of fun are fun, humor, exciting, sympathy, empathy, surprising, and deviation in the emotional dimension. Contents include movies, dramas, webtoons, documentaries, music videos, secret cameras, campaigns, and applications. The contents are parody, humor, mockery, subtitles, comments, game elements (compensation, , Providing points, missions, raising levels, getting items, etc.). The only thing to be aware of is that I think only funny content, and I think only funny contents. Everyday stories, impressions, reviews, empathy are also very interesting elements. In the end, it is important to have high-quality content that is well made, but the empathy of those who see it is more important. As a result, you have to combine the best of Creative Entertainment while taking into consideration the brand, story, genre and channel.
For probrand behavior elicited, it can be a highly efficient communication strategy if it leads to substantive brand participation behavior (probrand behavior = active secondary search for the brand, purchase, word of mouth, etc.). Especially, if the content is well loaded with behavior-induced priming, it can be considered as a low-cost feature. Branded Entertainment on owned media or earned media on the Internet is not simply a primary act of viewing (experiencing), but after that a secondary brand of brand activity (such as visiting other websites related to that brand, , Participation in offline events such as tasting, or linking to actual purchasing behavior). On the other hand, rewards such as prizes may lead to an increase in non-core customer inflows rather than core customer segments. In addition, the act of simply clicking on 'good' may have an imagination and ultimately aims to create a fan of the brand. ⇒ Example: Papapa, I assert that the success factors of terror live, the sadness, and the surplus are the authority of the subconscious, the complexity, the masculinity, It is necessary to be able to engage in the fun and interest of the whole contents and to have a reward (prize etc.), game element, contribution, stimulation of desire for contribution , Praise of the members, etc.), stimulation to urge participants to participate in voting, or to check results through voting.
We will judge how to express issues (marketing goals) through market analysis and brand essence extraction, how to find the material of the story, how to express the fun and empathy, or how to make the creative, Produce content.
Content production can be composed of two stages.
Storytelling phase (ideation through Mind mapping - Story building - Genre selection) can perform ideation using Mind mapping. It is the story that shakes the consumer's emotions, and the story can cause people to engage and have fun. The story is endless. It can be varied in company history, founder story, crisis overcoming story, product launch story, brand or logo story, anniversary story, parody, user experience, user culture, festival or event. To create content, we must first create a link between the brand and the story. The first step is to think about the brand-related story. It is possible to list the associated words related to the brand essence (from brand, image, consumer needs, desire to culture), and as many people as possible can find out about the brand essence extracted from the content planning stage. You can also proceed with the associative keyword method through post-it. This course will focus on divergent thinking, which will expand diverse problems through many alternatives. At the end of the course, we will focus on convergent thinking related to problem solving (material that can melt brand essence). You can proceed.
Story building is the process of establishing the story concept and the structure of the masterpiece by connecting the brand essence with the story. The selection criteria of the story can be summarized as ROI (Relevance, Originality, Impact). The element is a message, a character, and a plot, where the theme and the material are separated and the brand essence, creative entertained, and probrand behaviors must be well dissolved, emotional touch is equipped with 'discriminative fun' (Remembering only fun or creativity), while the conceptual content is actually produced by the creator. We must also consider feasibility in the process.
Genre (genre) selection is a process of selecting a genre (type) containing content when the story is conceived. The next step is to consider the fit between the brand essence and the story, and the genre It also takes into account what is going on, and the future story genre will be linked to what channel to spread.
Creative creation phase (SOUP check element; Speaker's H.O.M.E Consideration - Organizing Uniqueness - receiver's perspective) is a process of creating storyboard and storyboard, and then making actual contents. The storyboard is a board drawn from the story with details of the major scenes in the video for content production. It is an important tool for communication during production. The characters, action, background and background music, camera angle , Camera work, lighting position, and so on. We also consider extra shooting with various angles and slightly different compositions. The production of the base version is the content production stage (video shooting - image editing). In this time, the most important objects such as the speaker and the receiver are considered and the presentation method which is a link between them. The modified version is used to add or modify the factors that cause the project participants to have fun, creative, and good brand behavior based on the base version, which is used to flexibly respond to the actual survey results in the content evaluation module. The decorating work is composed of title, font, background music (BGM), effect sound, brand jingles (providing strong memories through occasional sensory stimulation), subtitles (infinite challenge, Etc.), insertion of cartoon elements, and the like.
Unlike the general production process, the 'SOUP check factor' is checked considering the most important speaker and receiver model and the conformance model for the expression that connects them. Speaker's Home Elements (Melting) tells the story when the story contains the hotness that the brand delivers, the wowness of the content, and the motion, such as aggressive brand search or recommendation, So that empathy can be created. Organizing Uniqueness, that is, the placement of the presentation elements is required to improve the content uniqueness, and the fit with the most appropriate method for considering a given story is considered. The receiver's Prospective can be considered to be important to the audience, such as Sensory, Thinking, and Mind, where the content is appealing, or that the senses, thoughts, and minds work together have.
The
More specifically, the reaction of the consumer is determined through a tool for knowing the consumer response to the content produced by the
Experimental design creates several versions of test contents (beta contents or mockup contents), and then tests the effects between them. This leads to best alternative content with the highest probability of success on air. In this case, the criteria for the comparison of the effects between the test contents may be the following three criteria. First, Brand-tailored (melted), which judges whether the brand essence is well-melted, determines whether there is a change in preference difference when the brand essence expression is strongly and weakly adjusted. Second, emotional touch is added and Creative Entertained to judge whether there is a creative impact. Whether or not it feels fun and interesting, the interesting and interesting factor is the difference of preference between contents It is judged whether or not it can be reduced. Finally, it is judged whether there is a behavior inducing device or not, and what kind of change is caused by the probrand behavior inducing to judge whether or not a subsequent brand-name action (search, word of mouth, recommendation, purchase) is instantly induced.
In actual experiments, offline experiments and online experiments can be considered. It is possible to upload content (stimulus test contents) and measure consumer response in conjunction with an open web-based survey program (for example, Google survey). After target subject pooling to participate in the experiment, And confirm the final test subject. The experiment is conducted by letting the final experiment participant know the link of the experiment participation web page and connect them. The web page for the experiment consists of uploading the experiment stimulus (trial contents) of the test subject and uploading the question item to the respondent.
Result feedback allows you to analyze the effects of desired outcomes, correct and compensate for deficiencies, and then enable actual on-air execution. You may be able to post the finished material on your own media, and you may need to partner with Earned Media for faster, more aggressive dissemination and propagation. (Invited power bloggers, offline events, etc.) You can measure the degree of intensity if you put it directly on the media, and if you are doing actual brand-name behavior.
Embodiments of the present invention may be implemented in the form of program instructions that can be executed on various computer means and recorded on a computer readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, alone or in combination. The program instructions recorded on the medium may be those specially designed and constructed for the present invention or may be available to those skilled in the art of computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Magneto-optical media, and hardware devices specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like. Examples of program instructions include machine language code such as those produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
As described above, the present invention has been described with reference to particular embodiments, such as specific elements, and specific embodiments and drawings. However, it should be understood that the present invention is not limited to the above- And various modifications and changes may be made thereto by those skilled in the art to which the present invention pertains.
Accordingly, the spirit of the present invention should not be construed as being limited to the embodiments described, and all of the equivalents or equivalents of the claims, as well as the following claims, belong to the scope of the present invention .
Claims (5)
A content production department that includes brand essence, structures creative enjoyment experiences, and produces content that can induce secondary brand affinity; And
And a content evaluation unit for testing a response of the consumer to the generated content and feeding back the result.
The content planning unit,
Wherein the location and status of the current brand is identified through a market analysis of the brand.
The content production unit,
In generating a story related to the brand, it is preferable to perform a mind mapping, a story building, and a genre selection, determine a factor to be possessed by a speaker, and produce a content inducing fun and interest using a cross section of life A participation-inducing branded entertainment production system.
The content production unit,
Creating a base version and a modified version of the content, and photographing and editing the video.
The content production unit,
Wherein the contents are modified using an experiment result that the contents evaluator feedbacks.
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| KR1020140019013A KR20150098266A (en) | 2014-02-19 | 2014-02-19 | Branded entertainment toolkit system for triggering consumers' engagement and mehtod therof |
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| Application Number | Priority Date | Filing Date | Title |
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| KR1020140019013A KR20150098266A (en) | 2014-02-19 | 2014-02-19 | Branded entertainment toolkit system for triggering consumers' engagement and mehtod therof |
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Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| KR102110558B1 (en) * | 2019-01-28 | 2020-05-13 | 김한 | System for providing brand inspiration design service |
| KR20220046752A (en) | 2020-10-08 | 2022-04-15 | 오두환 | Marketing strategy provision system, marketing strategy provision method using oketing, and brand valuation program stored in recording medium |
| KR20220071805A (en) * | 2020-11-24 | 2022-05-31 | 노대현 | Method, apparatus, and system for production optimization of ad contents |
| KR20230131757A (en) * | 2022-03-07 | 2023-09-14 | 주식회사 커뮤니케이션우디 | Method, system and non-transitory computer-readable recording medium supporting brand design |
-
2014
- 2014-02-19 KR KR1020140019013A patent/KR20150098266A/en not_active Application Discontinuation
Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| KR102110558B1 (en) * | 2019-01-28 | 2020-05-13 | 김한 | System for providing brand inspiration design service |
| KR20220046752A (en) | 2020-10-08 | 2022-04-15 | 오두환 | Marketing strategy provision system, marketing strategy provision method using oketing, and brand valuation program stored in recording medium |
| KR20220071805A (en) * | 2020-11-24 | 2022-05-31 | 노대현 | Method, apparatus, and system for production optimization of ad contents |
| KR20230131757A (en) * | 2022-03-07 | 2023-09-14 | 주식회사 커뮤니케이션우디 | Method, system and non-transitory computer-readable recording medium supporting brand design |
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