Branded content is nothing new in action sports
2015 has seen a scramble to use, overuse and wring to the point of exhaustion, branded content, the latest addition to the media lexicon.
While it may be novel in some sectors, branded content is nothing new in the world of action sports; fans of skateboarding, surfing, BMX and snow sports have grown up well-accustomed to the relationship between advertiser/brand and high-quality content.
In 1981, American skateboard brand Powell Peralta averaged just 500 monthly board sales, and Tony Hawk - before becoming the most famous action sports star of all time - reportedly received royalty checks for just 85¢. To increase brand awareness and grow skateboarding, Stacy Peralta produced and created a new Bones Brigade video every year - BRANDED CONTENT! - showcasing his crew's varied personalities and invented-manoeuvres.
With our knowledge, expertise and experience in this area, we at Factory Media have developed a new model for modern media companies. The premise of this model is simple; in 2015, audiences come first, platforms come second.
We are no longer a magazine publisher, or a media owner that produces websites. We have access to audiences who enjoy great content; how we deliver that content is to be defined by the brief, whether it be online, through social media, experientially or on TV. We’ve taken down the constraints of a traditional media business, and refocused on a content and audience first strategy.
The best example to date of this model, launched in November on UKTV's Dave.
The Indestructibles - a 12x30' series, presented by well-known action-sports athletes turned media personalities Tim and Gendle (Tim Warwood and Adam Gendle), is funded by fashion-watch brand G-SHOCK through branded content agency The Story Lab and airs on Dave on Sundays at 5pm.
Dee Smith, Director of Content at Factory Media, said:
"These deals are complex and I wanted an “everybody wins" model – where all participants - brands, broadcasters, agencies and audiences naturally add value to each other. The brand gets clarity of message, huge impact in the TV environment as well as the highly targeted ROI associated with good digital advertising.
The broadcaster gets high quality programming, along with real time engagement figures, full editorial control and marketing for the show. The agency gets a full service partner and our wealth of experience keeping everybody happy. The art is in balancing the often different but overlapping needs of broadcaster and brand. And Factory fans get truly great content."