How to apply structured thinking tools for developing engaging creative Branded Content ideas, in a multi-platform environment flooded with content
Branded Content today takes on many shapes and forms in an ever-growing variety of formats and platforms. Yet… If looked at closely from a different perspective, one may notice that behind this diversity, lay a variety of specific recurring thinking patterns. Patterns which when mastered, can help answer key questions such as: how can a brand control content when content is no longer in the complete control of the brand? How can a brand deliver its message, while also delivering an outcome people engage with on the merits of its value as genuine content? This program examines recent effective award-winning branded content ideas from around the world, while identifying the recurring patterns of thinking embedded in them. Based on these patterns it suggests a variety of structured thinking tools which can lead to different types of branded content outcomes. After each thinking tool is presented, it is implemented by participants on actual briefs & tasks, so as to provide them with a tangible real-life test drive for each tool.
Topics
1
Transforming a brand into a warrior for a surprising cause, thereby initiating a social or cultural movement and emotional investment
2
Inventing and launching an original tactical offering, thereby presenting an entertaining new experience or behavior never seen before
3
Introducing a temporary new role which can be performed by the TA or can interact with the TA, thus inciting engaging content
4
Igniting an unusual occurrence and attention-grabbing content as a result of breaking functional and structural fixedness. By deconstructing a known system (e.g., a medium, a device, a product, a POS, etc.) into components / variables/resources. And then delivering a surprising outcome
5
Empowering emotional stories by making life easier for people in unexpected creative new ways
6
Launching a creative extreme challenge which attracts massive attention and generates a sport’s like drama
7
Structuring an idea which transforms a banal promotion into a content generating commotion
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Proving a point using an unexpected demonstration or experiment with a fascinating process or result worth following (whether scientific or… comic)
9
Turning static classic mediums into dynamic content platforms with measurable results
10
Producing a creative translation of an abstract/complicated data input into a clear, relatable, valuable content generating output
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Transforming real-time data into real-time activations engaging people in creative ways which ignite powerful content
12
Turning innovative digital platforms into innovative human stories
Designed for
Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both