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A new event for PromaxBDA members seeks to share best practices from the digital world, analyze why each campaign worked in the digital space and ask how the entertainment marketing community can apply these lessons to their own projects.
An extension of the popular session, State of Our Art, from PromaxBDA: The Conference, State of Our Digital Art will present a curation of the best recent digital campaigns and analyze their impact. How were they able to engage their core audiences? Which campaigns successfully drove tune-in or boosted a social following? And most importantly, how does the entertainment marketing industry use this information to figure out, both structurally and creatively, what’s next for all of us as marketers?
State of Our Digital Art launches on Sept. 18 at the Pacific Design Center in Los Angeles, starting with a curation of digital campaigns and examples of success stories at 7 p.m. with a panel discussion to follow.
Digital campaigns have been curated by presenters Loren Judah, creative director at We Are Royale, and Cordy Rierson, director at Microsoft Studios. Judah is a veteran in filmmaking, animation and visual effects, using his experience to connect traditional storytelling with an updated interactive experience. As a seasoned industry creative in film, TV, visual effects and animation, Rierson has a resume that boasts such titles as Independence Day, Mission: Impossible and Batman Forever. She also helped launch Kinect Fun Labs and now leads development on similar initiatives at Microsoft.
Examples to be presented at State of Our Digital Art will run the gamut from apps to installations and Facebook games to Tumblr sites, discovering trends in what is working, discussing why those initiatives succeeded and analyzing how they can work for other TV and media brands.
After the presentation, industry panelists will discuss the next steps for entertainment marketers: How to use these case studies to propel media campaigns further into the digital and TV Everywhere spaces, whether that means examining the company’s structure, technology or opportunities to create better and more effective campaigns based on storytelling and engagement.
Panelists include Robin Benty, senior director of current programming and digital scripted brands at Fox; T.J. Marchetti, CMO of AwesomenessTV; Lori H. Schwartz, managing partner at StoryTech; and Vivi Zigler, president of Shine 360° at Shine America.
Benty heads up digital media strategy for more than 25 Fox scripted series, including Gotham and The Mindy Project.
As the head of marketing as AwesomenessTV, Marchetti has plenty of experience in luring younger audiences to a multiplatform network. Previously, he led digital campaigns at Disney, including box office hits Frozen, The Avengers and Brave.
At StoryTech, Schwartz is dedicated to the relationship between storytellers in order to better inform content ventures and business strategy. She also chairs the TV Academy’s Brand Committee.
Zigler’s Shine 360° is the brand management and interactive division of Shine America. She was previously president of NBCUniversal Digital Entertainment, where she won Interactive Emmys for her work with Heroes and Late Night with Jimmy Fallon.
State of Our Digital Art is curated in partnership with We Are Royale, a design company based out of Los Angeles. For more information and to RSVP to the free event on Sept. 18 at 7 p.m., visit promaxbda.org.
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