Monthly Archives: April 2011

Creating and Engaging

Went to see Tiffany Shlain who started the Webbys and premiered her new film Connected at Sundance. Rather than use the buzz word of transmedia, she says she uses engagement or conversation maker.

Her film The Tribe triggered conversation around cultural identity. The Tribe profiled the Jewish woman who created the Barbie doll, the ultimate shiska.

By starting conversations on Facebook, the doc became number one on i-tunes.

She’s used a similiar strategy with her new film Connected

Her goal is to trigger global conversations about connectedness. As she filmed, she continually asked her community for answers to questions she had.

When it was time to create the poster, she crowd-sourced all of the media assets so her community submitted designs for Connected.

Again, she created booklets, conversation cards, has recyclable DVD’s and people can request a screening by texting 91011.

Her work begs the question – how are you involving your audience all along the way the process – from start to screen and beyond? Love to hear how you engage your community.

Branded Entertainment

As dollars shrink for programming, the lines between entertainment and advertising really begin to blur.

The best of branded entertainment was featured at a MIP seminar and they truly met the test of immersion and engagement for the viewer.

Story is at the core of the success.

One example of a great experience was a campaign by Gatorade which gave athletes the opportunity to re-play the game of their lives with all the same players, even the cheerleaders.

For two months before the game, the Gatorade team got the 30 something athletes in shape to play the opponents of the original game of their youth. These training sessions were posted on-line.

The tickets to the live event sold out within 24 hours and the show was picked up by Fox Sportsnet. It aired in over 90 million households.

The series is now licensed on Fox Sportsnet and they are extending the brand of second chances into other sports like baseball and hockey.

Fresh TV from MIP

Hot and sunny here in Cannes as the first day of MIP, the world television market, kicks off.

Went to the Fresh TV show at MIP today with primarily game and reality challenge programs.

There seemed to be two major themes: survival and shows about generosity along with others that were just plain dumb. You can catch live events from MIP.

First the feel-good shows.

You Deserve It will air on ABC in the states and also in Germany and Italy. Contestants actively promote a person whom they think deserves a cash prize. In the clip, a young man was winning money so that his mother could have a heart operation. The mother knew nothing about his intentions and was totally overcome with happiness when she heard of his generosity.

Another show out of the UK, Heading out for a Hero pits three contestants against each other and the audience sees who the person is playing for and hears their story. There are five multiple choice questions with each question raising the money stakes. The contestant who builds up the most in the hero fund wins with great tears of joy.

Survival continues to be a major game show with all kinds of variation. Family Explorer from TFI in France continues the trend with a twist. Five families of four set out to camp in the wilderness and have to fight together for a cash prize. They all are tested physically with each family sending a family member into exile in the final challenge while the other people in the family race to catch helicopter that can only hold two of the families. The audience at home votes on which family they think should win.

Magic shows were also new on the fresh list. One show pitted three magicians against each other and the other pitted couples against an illusionist. The couple had to determine whether the challenge was impossible or not.

And The Shuffle from Japan and the Nordic countries that had four contestants putting things in order, doing the most wacky challenges. Not quite sure what that one was about.