In this session...
The idea seems simple: partner with the producers and brand owners of the global hit Peaky Blinders to create a new blend of whisky that pays homage to Prohibition-era setting and characters within a hit show that is popular with whisky drinkers worldwide. But the execution required creativity, skill and expertise.
From securing Cillian Murphy’s likeness for a new label to getting creative with trademark challenges, Shelby Company Whisky proved worth the effort.
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As audiences continue to turn away from traditional advertising, many brands have turned to entertainment partnerships as a way to create relevancy with their target consumer.
In this fireside chat, join Jennifer Webb, Group Communications Director, Proximo Spirits, Tamaya Petteway, Senior Vice President, Brand Partnerships and Digital, Endemol Shine North America and Katy Wolf, Senior Client Services Director at BEN, as they discuss both the business benefits of connecting a brand to existing entertainment IP, best practicing for making these relationships successful and how to best leverage the emotional connection between IP and your brand.
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What You'll Learn from This Session...
- As ways to reach audiences becomes more fragmented, The power of entertainment marketing is becoming more critical and a fundamental way to brand build.
- Entering into an entertainment IP collaboration needs to be authentic with a seamless connection from brand to audience. It’s a way for consumers to experience the show in a new, unique and exciting way.
- Leveraging experts in licensing IP and rights clearances is crucial to make these magical entertainment collaborations happen.
