Panel: Jesse Albert, Kristin Jones – Chief Creative Officer, Vuguru, Matt Di Paola, Proximity Canada, Shira Lazar – Co-Founder, Disrupt Group
Hashtag: #brandsvsstories
It’s about cooperating with brands to tell stories or integrate them into the story. At worst, you’re supporting something viewers find cool, and by association, they find you cool.
Everyone wants the same thing – brands and content creators – to tell a good story. So best practice is to develop stories and then determine how brands can be involved.
Brands are necessary because someone has to pay for the content.
HP email to print – live event with Upright Citizen’s Brigade – a live improve where people could submit by emailing to the printer. Printer was necessary to the story and illustrated the immediate value. – http://h30507.www3.hp.com/t5/Data-Central/HP-brings-improv-comedy-to-the-Internet-era-with-YouTube-Rob/ba-p/86787
The brand has to work with the story and be involved in the storyline… it’s not just a product placement or sponsorship – that’s the media people. Needs to be part of the content.
Relationships are key – content creators and brands need to know each other, so when something that comes up that is a right fit, you’re involved in it. Go to conferences and events, network, build relationships – leads to many opportunties. You need to give back if you want to get something from it.
Via @mattdipaola – Share clients’ briefs w/ content creators to find opportunities and good fits for your brands #brandsvsstories
Content creators: Find out when brands’ fiscal year end. Lots of opps lie in the need to spend at eoy via @mattdipaola #brandsvsstories
Finding the right content producers – use awards shows to find out who the good people are. Have an arsonal of content ideas, so when you find the right opportunities.
Good content creators know how to create their own great content and have venues to distribute it on their own. Don’t necessarily need big support to get started, but can get you recognized.
Old spice was successful from the perspective of being able to collaborate and come up with very creative content and get it produced and published within an extremely short amount of time.
Facebook video campaign with facebook integration – stepping into theatre
Funny or Die with K-swiss
Guy that lived in an IKEA for a week – it was the idea of the content producer to do it.
Disruption? Stuff that comes out through the brand – like P&G and their blogs, videos, etc. – brands creating their own intellectual properties
Vuguru is constantly reviewing agency briefs to see what they can do to develop content around those briefs.
Good characters have both a good and bad side, but brands only want the good, which can be bad for storytelling. Need to get the brand comfortable with this concept and make sure the “faults” of characters are acceptable.
Big opportunties lie with brands that are #2, 3, 5 in their industries because they want to take risks.
