Story Time with Buick

Craig Bierley of Buick spoke to us at the Digitas Newfront 2011 conference about storytelling as branded content.

The above video interview is from Internet Week in NYC.

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Craig Bierley of Buick stopped by the Digitas NewFront and talked to us about the important role storytelling plays in Buick’s branded content strategy. He addresses the 3 pillars of Buick advertising, which includes culinary, culture and connected, and human achievement.

Buick is currently developing the 3rd pillar, human achievement, which focuses on inspiring human interest stories. Through experience and measurement, Buick found that by organically integrating a product into a story, consumers are less likely to fast forward through it than traditional advertising on broadcast television.

Bierley gives other great insights on the thought process that goes into marketing Buick as a down to earth brand. He also shares some interesting recent research data, talks about the importance of branded content, future developments for Buick, and other important elements, like distribution channels, that go hand in hand with a successful branded content campaign.

Check out Buick’s YouTube Channel for some examples of storytelling as branded content. Pay special attention to the ‘Discover Buick’ Tab.

Branded Media Marketing Across Platforms

With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to PVRs – devices as well as content programming, the task of the client, the agency and content provider raising their message above the clutter is daunting.

TV, Film, Broadband, Mobile, Virtual Worlds, Music and Games – Reinventing the Commerce & Media Model

With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to PVRs – devices as well as content programming, the task of the client, the agency and content provider raising their message above the clutter is daunting.

With every challenge, however there exists the opportunity to reinvent the process, and in the evolving world of branded media marketing, the creativity at hand is impressive. The industry’s TV, music, wireless, film and broadband marketing teams are reinventing the world of entertainment, branding and marketing.

This panel explores the structures of our industry’s future.

Speakers
Simon Kelly, Chief Operating Officer, Story Worldwide
Dave Kupieck, EVP of National CineMedia and President, Cinema Advertising Council
Brian Murphy, Executive Vice President of Branded Entertainment, TBA Global
Brian Marin, CEO, retail entertainment design
Lynn Ingham, Vice President of Sales, Interactive One
Paul Santello, Senior Vice President, Group Communications Director, Moxie Interactive
Neil McGinness, CEO, Weekly World News, Moderator

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  • Telestream: live video webcasting software for Mac and PC;
  • ProFlixSales: production equipment for the video production community;
  • Highwinds: content delivery network for live and on-demand video;
  • LiveU: mobile video broadcasting solution;
  • ioStor: data storage for media professionals.