Yesterday DigitasLBi kindly hosted the launch of the second edition of our BOBCM ebook series that that was produced in partnership with the BCMA, DMC and New Media Works. There was a simultaneous launch at MRY‘s offices in New York.
The BCMA‘s Andrew Canter was MC and the format included a series of short presentations from the key UK contributors to the ebook that was followed by a panel session on the future of branded content.
DigitasLBi’s Head of Branded Content Mike Clear kicked off the proceedings with an overview of their Xperia™ Z Vs The Northern Lights: From Under Other Stars project for Sony that’s featured in the ebook.
Next up was Adjust Your Set‘s Editorial & Publishing Director Christopher Lockwood who explained how their Carphone Warehouse campaign, “Smarter World” helped changed their core consumers about the perceptions of the brand.
It was then the turn of Cat Jones, Head of Business Development at Unruly Media who gave us their fascinating perspective on how to do successful Social Video content based on their “Top 7 Social Video Trends” report.
Finally, I showcased the “Race of Gentlemen” campaign for Duct Tape by my US colleagues at Tenthwave, and also explained the background to the BOBCM ebook and the collaborative nature of the wider communication programme.
The following panel session provided a lively debate about the work presented and the experts views on what the future of branded content might end up looking like. There were also spontaneous ‘vox pops’ about what the audience thought “would change and what would stay the same over the next 5-years” for branded content: