INDUSTRY CASE STUDIES

Footwear
ELLEN LOVES CLARKS
Hollywood Branded Secures Verbal,
On-Screen and Online Exposure
Synopsis:

Hosted by star Ellen Degeneres, the show features a unique mix of celebrity interviews, chart-topping and up-and-coming musical performances, audience participation games and segments. At the beginning of the show, Ellen is assigned a word that she has to make one of her guests say sometime during her interviews. If they say it, the audience wins a prize. The guest is not made aware about the game, but Ellen usually succeeds in making the guests say the specified word.

What Hollywood Branded Inc. Did:

Our Hollywood Branded division secured multiple verbal mentions and signage exposure for Clarks when Ellen first announces the $100 gift certificate to Clarks for the ‘Mystery Word’ segment and lets viewers know that she is a fan of the brand. “I wear them almost, basically every day. These are Clarks right here. This is the Desert Boot. I love them, and you’ll love them too,” says Ellen.

Ellen interviews actor Matthew Broderick when she begins playing ‘Mystery Word.’ Attempting to help him say the word ‘bronzer’ without him knowing she asks Matthew if he ever won a SAG (Screen Actors Guild) Award. Although he never has, he does mention the material which the award is made of (bronze). Ellen succeeds in making Matthew say ‘bronzer’ shortly after with the crowd cheering in delight.

Clarks receives additional logo exposure and verbal mention when Matthew guesses the ‘Mystery Word.’ Clarks also receives an “Ellen DeGeneres Wardrobe” end credit.

To view the segment, go to: www.HollywoodBranded.com/Clarks-EllenDeGeneres

ONLINE EXPOSURE:

Clarks also received additional exposure on the show’s official website www.EllenDeGeneres.com

1) Three separate pages cover the Clarks give-a-way. The first page includes an article entitled Ellen’s Wardrobe, Featuring Clarks Shoes where Ellen DeGeneres comments on the Clarks give-a-way. “Today I gave everyone in my audience a $100 gift card for Clarks shoes, so I decided to wear a pair today,” says Ellen.

To view this page visit: http://ellen.warnerbros.com/2010/01/clarks-shoes-ellen-wardrobe-0111.php

2) The second page entitled Will Matthew Broderick Guess The Mystery Word? features the “Mystery Word” segment with actor Matthew Broderick in which Ellen manages to make him say the word “bronzer” so that the audience would receive a gift card to Clarks.
To view the video segment visit:
http://ellen.warnerbros.com/videos/?autoplay=true&mediaKey=d705ce05-865a-462b-b0f4-692d39789454

3) The third page to feature Clarks announces the opportunity to win a Clarks gift card from home.
Each day, viewers who sign-up to Ellen’s site will be randomly chosen to win a Clarks gift card.
To view this page visit: http://ellen.warnerbros.com/2010/01/win_a_clarks_gift_card_and_cd.php

Results/Placement ROI:

Overall Placement Value: $140,760
Audience Reach: 3,891,600
Overall Audience Retention: 3,502,440
Positive Feeling from Placement: 2,010,401
Influenced To Purchase Product: 1,309,913

Hollywood Branded Inc.
110 Lomita Street
El Segundo, CA 90245
310.606.2030 www.HollywoodBranded.com

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“I just saw the premiere last night, and I want to thank you for an awesome job. It was one of those projects that serendipitously came together. Our CEO and his wife also saw the screening with important CEOs and talent in tow during our sponsored dinner post party. He was VERY happy with the placement and it looked wonderful.” - BlackBerry
“Hollywood Branded’s capabilities are nothing short of amazing. They are creating an awareness of our brand in the entertainment industry that is reaching across the globe. The entire team is friendly, professional, creative, and results oriented. They continue to amaze and exceed expectations on a daily basis.” - Gigaset Communications
“In an industry that is at best lax about accountability…ensured that we were constantly updated and worked tenaciously to achieve our objectives. Industry connections and insider knowledge instrumental in ensuring that Gallo brands appeared in a variety of film and television vehicles, the total of which exceeded our expectations. I would certainly hire again.” - E&J GALLO
“Committed and responsive…worked hard to best position Phillips with branded placement based on corporate guidelines and target demographics…knowledgeable about the ins and outs and the who’s who inside the studios and production companies…active network in the entertainment world and knew what programs were about to be piloted and had us in mind for new programming with products that would be a good fit…Easy to work with, fun and friendly. Knows the ins and outs of organizing promotions that make an impact for clients. Not only goes the extra mile, but also a pleasure to work with.” - PHILIPS
“Always prompt and responsible. In our business important changes happen within moments notice…always counted on to handle the emergencies in a timely and professional manner.” - DREAMWORKS
“Very professional, courteous and extremely detailed oriented. A pleasure to work with.” - 20TH CENTURY FOX CLIP LICENSING
“…more than great…very dedicated to client service, ‘service’ being the operative word, deep understanding of the entertainment business and leverages that to the client’s benefit. I highly recommend.” - FIJI WATER
“Delivered very successful results with respect to our brand integration initiatives...helped augment some of our business-to-business strategies. Was the ideal connective tissue between our community and the Hollywood community.” - NORTHROP GRUMMAN CORPORATION
“Thank you all so much. This is a fabulous placement! I can’t wait to share it with my organization... I couldn’t be happier with this spot!!” - DEARFOAMS
“This team is nothing short of impressive. They said they could deliver…and they did…and with consummate professionalism. They are at the very top of my list to call for promotional efforts that the studio outsources on future projects.” - SONY PICTURES ENTERTAINMENT
“One of the most professional I have ever worked within the product placement business…complete understanding of Burger King and the market-place in general. Follow through terrific…recommend without hesitation.” - BURGER KING
“Very professional and trusted partner for a number of years…quickly attained great results…creativity is great; knowledge of the entertainment business first rate…outstanding.” - KELLOGG’S
“Very creative, knowledgeable, professional who offered valuable ideas and opportunities to support the VW brand.” - VOLKSWAGEN AG
“I remain impressed by the unbridled professionalism and corporate creativity. We hired to service a major package goods company for product placements and felt she reinvigorated their role in this space.” - STARCOM
“Instrumental in taking us from introduction to a deal….tenacious, professional, and creative…is always a pleasure to work with.” - STARZ NETWORK
“An expert in the field, works diligently to understand and help define clients’ business objectives to achieve measureable results impresses with depth of results…knowledge, professionalism, and smart strategies…powerful business ally.” - VOLKSWAGEN OF AMERICA

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