Takeaway: The latest breakthrough in online innovation has come from a rather unsuspecting source: Hollywood playboy Ashton Kutcher. He’s taken his act to the web, and has lured an entourage of prominent consumer brands along with him.
Kutcher’s new format merges traditional entertainment, advertising, and social networking into a seamless product. The programming has attracted droves of viewers, and companies like Pepsi and Nestlé believe that this format will enable them to drive deeper levels of customer engagement.
In the crowded world of webertainment one other characteristic sets this pied piper apart from the other online media moguls – he’s intensely profit-focused.
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Excerpt from Fast Company, “Mr. Social: Ashton Kutcher Plans to Be the Next New-Media Mogul,” by Ellen McGirt, Issue 141, December, 2009.
Ashton Kutcher, best known for his eight seasons as Michael Kelso on That ’70s Show, and on his hit MTV show Punk’d, is using his media company, Katalyst, to pioneer a new kind of business bridging Hollywood, technology, and Madison Avenue.
Kutcher and his partner, Jason Goldberg, spent the better part of two years courting the wizards of Silicon Valley, converting them from teachers and skeptics to friends and allies. For all their pranks, Katalyst can claim one thing most other social-media businesses can’t – profitability.
It’s not just talk. Some 3.9 million people follow Kutcher on Twitter, and he has nearly 3.3 million Facebook fans. Those numbers have helped attract corporate clients including Nestlé, Pepsi, and Kellogg.
Katalyst series, HQ, illuminates what Kutcher’s production company wants to become – not just a home for his television and movie projects but also a go-to source for brands looking to deploy what’s called “influencer marketing,” a hybrid of entertainment content, advertising, and online conversation that finds its audience via video, animation, Twitter, blogs, texts, and mobile. “Entertainment is a dying industry,” says Kutcher. “We’re a balanced social-media studio, with revenue streams from multiple sources” – film, TV, and now digital. “For the brand stuff, we’re not replacing ad agencies but working with everyone to provide content and the monetization strategies to succeed on the Web.”
Kutcher is not exactly the image of a business visionary, but he intends to become the first next-generation media mogul, using his own brand as a springboard.
Still, even if Kutcher turns out to be more style than substance and Katalyst doesn’t become the next big thing, Kutcher’s experiment points toward a new model for the evolving media business.
What the Katalyst team is planning, he says, is simple – make entertaining stuff, give it to people where they already are, let them have some fun with it, and mix in brand messaging. And because of the viral nature of the Web, each new consumer is cheaper to win than the last one. “We know how to gain and activate and retain an audience,” Kutcher says. “We create social networks for brands.”
This is the way things are going, says Netscape founder Marc Andreessen. “Katalyst is way out on the leading edge in terms of thinking this stuff through,” he says. Katalyst steps into the gap left by ad agencies that gave up on the Web after the dotcom bust. “Banner ads aren’t going to cut it,” he says. “And media companies have not been creative or aggressive about making products designed for engagement marketing. Now that’s changing, giving brand advertisers a new way and reason to buy.”
It is Katalyst’s work with Pepsi on something called DEWmocracy that may best illustrate the model Kutcher & Co. is after. The first iteration of DEWmocracy was a reasonably successful promotion – a destination site with an animated film made by actor Forest Whitaker, where fans could pick the next Mountain Dew flavor. For the second iteration, chief marketing officer for Pepsi says, “Katalyst had new ideas about where we could find value in the social-media space and how to mobilize large groups of people.” The campaign, which runs through early 2010, lets people pick not only the flavor, name, color, and label of new sodas but eventually the in-store merchandising and the ad agency, in an online bake-off. Fans can also submit their own ads. “My theory is, you have to engage the constituency and let them be the voice of the brand,” says Kutcher. “I help connect people to the Mountain Dew brand so they can be creative with it.”
Mountain Dew’s Facebook fan page grew fivefold at the launch, but the big win is inside Pepsi. “A lot of senior managers at consumer brands feel like their role is to control the communications around a brand,” a Pepsi executive explains. They are uncomfortable with the transparency of social media because “people will say negative things about you.” What makes him happiest about DEWmocracy, he says, is “the competency we’re building throughout the organization in using these new tools. It’s a symbol of what’s possible within brand marketing at Pepsi.”
Kutcher and Goldberg acknowledge that Katalyst today is still primarily a film-production studio. And not all on that end is going swimmingly. Its most recent Kutcher vehicle, Spread, earned a pathetic $250,000 in the United States. For 2010, Kutcher has two major features coming out, and Katalyst is producing an experimental film that could easily flop. “We’re taking a big risk, but we’re all about learning,” says Goldberg.
Edit by BHC
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Full Article: http://www.fastcompany.com/magazine/141/want-a-piece-of-this.html?#
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