2. Welcome to the iMedia
Entertainment Summit
Marti Funk
SVP
iMedia Communications
@MartiFunk

5. Join the Conversation on
#iMediaSummit
Talking Points. Strategy Insight.
Speaker Analysis. Networking Connections.

6. Welcome by Summit Host
Lori H. Schwartz
Tech Catalyst & Principal
World of Schwartz
@worldofschwartz

7. THE HEADLINES

8. ―Give people what they want,
when they want it, in the form
they want it in, at a reasonable
price — and they'll more likely
pay for it rather than steal it."

9. “SELFIE”
Reacting to Pretty Little Liars
session closer

10. Little Mermaids Second Screen

11. Native or original content

12. The Power of The Fan - 10,000 Attend Vidcon

13. Social aggregators-build audience
Multiple Engagements From One Post

14. Today’s Goals
• What’s real?
• What’s working?
• What should we be focusing on?
• Measurement, Privacy, Innovation, Social
• Modern Tech Adoption

15. Keynote Fireside Chat:
“State of the Industry”
Lucy Hood
President & COO
Academy of Television Arts & Sciences
@PrimetimeEmmys
Interviewed by: Lori H. Schwartz
Tech Catalyst & Principal
World of Schwartz
@worldofschwartz

17. Power Panel:
“Harnessing the Media Mix & Integration”
Doug Neil
EVP
Digital Marketing
Universal Pictures
@Socaldoug
Megan Wahtera
SVP
Interactive Marketing
Paramount Pictures
@ParamountPics
Moderator:
Gordon Paddison
CEO
Stradella Road
@gpad
Laurel Bernard
EVP
Marketing
Fox Broadcasting
@labernard

19. 11:00 – 11:30am Networking Break & Table Top Displays
11:30 - 12:15pm
Measurement Panel: "GRPs, KPIs, Oh My!"
• Ben Carlson, Co-Creator / President, Fizziology
• Cheryl Idell, EVP, Client Solutions, Nielsen
• Reggie Panaligan, Analytical Lead, Media & Entertainment, Google
• Moderator: Julie Rieger, EVP, Media & Marketing Planning, 20th Century Fox
12:15 - 1:15pm
Lunch & Visionary Marketer Award Presentation
• Honoree: Don Buckley, EVP, CMO, Showtime Networks
• Introduced by: Gordon Paddison, CEO, Stradella Road
Sponsored by:
1:15 - 1:35pm
Case Study: "Audience Development & the New Storytelling“
• Bernie Su, Executive Producer, Writer, Director, "The Lizzie Bennet Diaries“
• Interviewed by: Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz
1:35 - 1:50pm
Discussion: "Finding Innovation in New Places"
• Vince Porter, Executive Director, Governor's Office of Film & Television
• Rick Turoczy, General Manager, Wieden + Kennedy's Portland Incubator Experiment

20. 1:50 - 2:20pm
Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“
• Claudio Marcus, EVP Marketing & Research, Visible World
• David Preisman, VP, Interactive Television, Showtime Networks
• Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG Electronics
2:20 - 2:50pm Networking Break & Table Top Displays
2:50 - 3:10pm
Case Study: "Content Marketing for the Second Screen & Social“
• Danielle Mullin, VP Marketing, ABC Family
3:10 - 3:25pm
Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“
• Kevin Planovsky, Principal, Account Strategy, Vert
• Brandon Uffner, Manager of TV Marketing, The Weather Channel
3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media"
• Caty Burgess, VP, Media Strategies, The CW Network
• Terry City, VP of Sales, West Coast, BuzzFeed
3:40 - 4:10pm
Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“
• Kelly Bennett, CMO, Netflix

22. Measurement Panel:
“GRPs, KPIs, Oh My!”
Cheryl Idell
EVP
Client Solutions
Nielsen
@cidell
Reggie Panaligan
Analytical Lead
Media & Entertainment
Google
@reggiepanaligan
Moderator: Julie Rieger
EVP, Media
& Marketing Planning
Fox Domestic Theatrical
@FOXBroadcasting
Ben Carlson
Co-Creator
President
Fizziology
@swevenben

23. “GRPs, KPIs, Oh My!”
Measurement Panel:
Ben Carlson
Co-Creator
President
Fizziology
@swevenben

25. “GRPs, KPIs, Oh My!”
Measurement Panel:
Cheryl Idell
EVP
Client Solutions
Nielsen
@cidell

27. “GRPs, KPIs, Oh My!”
Measurement Panel:
Reggie Panaligan
Analytical Lead
Media & Entertainment
Google
@reggiepanaligan

28. Google Confidential and Proprietary28
•
•
•
•
•
•

30. 11:00 – 11:30am Networking Break & Table Top Displays
11:30 - 12:15pm
Measurement Panel: "GRPs, KPIs, Oh My!"
• Ben Carlson, Co-Creator / President, Fizziology
• Cheryl Idell, EVP, Client Solutions, Nielsen
• Reggie Panaligan, Analytical Lead, Media & Entertainment, Google
• Moderator: Julie Rieger, EVP, Media & Marketing Planning, 20th Century Fox
12:15 - 1:15pm
Lunch & Visionary Marketer Award Presentation
• Honoree: Don Buckley, EVP, CMO, Showtime Networks
• Introduced by: Gordon Paddison, CEO, Stradella Road
Sponsored by:
1:15 - 1:35pm
Case Study: "Audience Development & the New Storytelling“
• Bernie Su, Executive Producer, Writer, Director, "The Lizzie Bennet Diaries“
• Interviewed by: Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz
1:35 - 1:50pm
Discussion: "Finding Innovation in New Places"
• Vince Porter, Executive Director, Governor's Office of Film & Television
• Rick Turoczy, General Manager, Wieden + Kennedy's Portland Incubator Experiment

31. 1:50 - 2:20pm
Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers“
• Claudio Marcus, EVP Marketing & Research, Visible World
• David Preisman, VP, Interactive Television, Showtime Networks
• Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG Electronics
2:20 - 2:50pm Networking Break & Table Top Displays
2:50 - 3:10pm
Case Study: "Content Marketing for the Second Screen & Social“
• Danielle Mullin, VP Marketing, ABC Family
3:10 - 3:25pm
Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“
• Kevin Planovsky, Principal, Account Strategy, Vert
• Brandon Uffner, Manager of TV Marketing, The Weather Channel
3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media"
• Caty Burgess, VP, Media Strategies, The CW Network
• Terry City, VP of Sales, West Coast, BuzzFeed
3:40 - 4:10pm
Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“
• Kelly Bennett, CMO, Netflix

32. Lunch & Visionary
Marketer Award Presentation
Honoree: Don Buckley
EVP, CMO
Showtime Networks
@DonaldBNYC
Introduced by: Gordon Paddison
CEO
Stradella Road
@gpad

34. Case Study:
“Audience Development & the New Storytelling”
Bernie Su
Executive Producer,
Writer, Director
“The Lizzie Bennet Diaries”
@BernieSu
Interviewed by: Lori H. Schwartz
Tech Catalyst & Principal
World of Schwartz
@worldofschwartz

35. Bernie Su

36. Lizzie Bennett Diaries By The Numbers
• 160 in world videos across 5 YouTube Channels
• 9.5 Hours of Total Video. The longest video
adaptation of Pride and Prejudice
• 35 social media profiles across Twitter, Facebook,
Tumblr, Pinterest, LOOKBOOK, and many more
• 750,000 total social media reach
• 40+ million views across YouTube
• $462,000 raised on Kickstarter
• 90% females/10% Males
• 70% females under 25 (of Total Audience)

37. Parallel Storytelling
Lizzie Bennet
Lydia Bennet
Gigi Darcy
1
1
1
7
12
12
12
4 10
10
5 11
11
The Lizzie Bennet Diaries presents story over 12 months across several character timelines.
9
Primary Story
Lizzie’s story is told across her channel, twitter, and tumblr. Her
timeline follows the beats of Pride and Prejudice. If you want
Pride and Prejudice as a video diary, just watch Lizzie’s channel.
Gigi doesn’t even meet Lizzie until month 10. Her story is told on
Twitter exclusively for the first 10 months before finally appearing on
the main channel. Afterwards she is spun off onto her own channel.
Ancillary Story
Lydia’s story is told through twitter, tumblr, and Lizzie’s channel. But
whenever she spends a length of time physically away from Lizzie,
she makes videos on her own YouTube Channel so that we can
follow her story. Ancillary Story

38. The Business Numbers
Purpose: Presale a DVD
• Asked for $60,000 – Raised $462,000
• 5,800 DVD box sets at $55.
1) Advertising (YouTube Adsense)
2) Merchandizing
3) Affiliate Marketing (integration)
4) Re-packaging of existing content to an
alternate format (DVD)
5) Conversion and expansion of story into
an alternate format (Novelization)
The Interactive Multi-platform property with 5 revenue streams.

40. Discussion:
“Finding Innovation in New Places”
Vince Porter
Executive Director
Governor's Office
of Film & Television
@oregonfilm
Rick Turoczy
General Manager
Wieden + Kennedy's
Portland Incubator Experiment
@turoczy

41. Finding Innovation in New Places
…and not just by “Putting a Bird On it”.

42. Oregon Governor’s Office of Film & Television
• Functions as a traditional state film commission.
• Markets the state as a filming destination
• Helps with facilitating location filming when a project
lands in Oregon
• Administers Oregon’s film incentive program (we
write checks)
• Since 2008, production has tripled in Oregon

43. Leverage (TNT)

44. Portlandia (IFC)

45. Grimm (NBC)

46. LAIKA Studios

48. But the two most innovative projects to
happen in Oregon’s film and video
industry were….

50. Portland Incubator Experiment

51. Portland Incubator Experiment
• Founded in 2009
• 400 jobs in Oregon’s tech sector created
• Over $100million in VC investment
• “Great teams have better chance of success
over great ideas.”

53. Oregon Story Board’s Projects
• Intel’s Future of Narrative Hack
• TrackTown USA’s “Hack at Hayward”

54. “Grimmfest”
• Pitch competition for Oregon digital media
companies.
• Challenge – Propose a digital media solution for
Season 3 of “Grimm”
• 12 Digital Media Companies Participated
(VFX, Video Game, Animation, Digital Strategy)

55. “If you want something new, you have to stop
doing something old.”
– Peter Drucker

56. Thank You
Vince Porter - @oregonfilm
Rick Turoczy - @turoczy or @piepdx

58. Case Study:
“How Leading TV Networks are
Using Smart TVs to Further Engage Viewers”
Claudio Marcus
EVP Marketing &
Research
Visible World
@Visible_World
Wendell Wenjen
Director of Smart TV
Advertising & Interactive
TV Platforms
LG Electronics
@WendellW
David Preisman
VP, Interactive
Television
Showtime Networks
@SHO_Network

59. TV Sync App
Creative
interaction
Active fan
engagement
TV Program
Remind App
Viewing insights
Program promo
effectiveness
Case Study: Using Smart TVs to Further Engage Viewers

60. LivePlus Adds Interactivity to Linear TV

61. Smart TVs: Growing Scale & Connections

62. Usage of Smart TV Services

63. Smart TVs enable Synchronized Content Delivery
• LivePlus default “on” – Recognizes video content
• Matches & identifies show, episode, media time, or AdID
• Initiates overlay interactive content from content owner

64. Applications Using LivePlus
• Synchronous in-show Interactivity
• Enhanced advertising
• Tune-in reminders
• Programmer specific recommendations
• Program related VOD
• Program related T-Commerce
• Show related social media
• Analytics and measurement

65. TV Sync App
Creative
interaction
Active fan
engagement
Case Study: Using Smart TVs to Further Engage Viewers

66. Video: SHO Sync Overview

67. • The first in-program interactive experience for Smart TVs
• Available on 2012 and 2013 LG Smart TVs
• Also available for iPad as a second screen “companion” app
• Engages fans with interactivity for the series they love
• Appeals to a key demographic
• Creates a social experience around television
(live voting, social sharing from TV)
• Integrated gamification and rewards can grow loyalty,
ratings and subscriber retention
• Nominated for 2013 Primetime Emmy®
Outstanding Interactive Program:
The Homeland SHO Sync Experience

68. • Easy to use
• No apps to install
• Branded to take on the look
and voice of each program
• Rolling out for:
- Homeland
- Dexter
- Ray Donovan
- Shameless
- Californication
- New Series: Masters of Sex

69. TV Program
Remind App
Viewing insights
Program promo
effectiveness
Case Study: Using Smart TVs to Further Engage Viewers

70. TV Program Remind App
• Simple consumer value
• Drives viewership and
enables data capture
• Super easy to implement
Video: Smart TV Program Remind App

71. Insights for effective program promotion
TV Program Remind App
• Closed-loop analysis of
program promo effectiveness
• Ample research scale
• Easy, timely & cost effective

72. Insights for effective program promotion
Early insights across campaigns
• Recency really does matter

73. Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has strong impact
but is hard to achieve in scale

74. Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has strong impact
but is hard to achieve in scale
• Significant geographic differences

75. Case Study: Using Smart TVs to Further Engage Viewers
Questions?___

77. 2:20 - 2:50pm Networking Break & Table Top Displays
2:50 - 3:10pm
Case Study: "Content Marketing for the Second Screen & Social“
• Danielle Mullin, VP Marketing, ABC Family
3:10 - 3:25pm
Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral“
• Kevin Planovsky, Principal, Account Strategy, Vert
• Brandon Uffner, Manager of TV Marketing, The Weather Channel
3:25 - 3:40pm Case Studies: "The Art of Sharing - Social Content & Marketing in Entertainment & Media"
• Caty Burgess, VP, Media Strategies, The CW Network
• Terry City, VP of Sales, West Coast, BuzzFeed
3:40 - 4:10pm
Closing Power Keynote: "A Disrupter's View on Entertainment Marketing“
• Kelly Bennett, CMO, Netflix
4:10 – 5:30pm Cocktail Reception

79. Case Study:
“Content Marketing for the Second Screen & Social”
Danielle Mullin
VP Marketing
ABC Family

81. Case Study:
“Whirlwind of Buzz:
How We Took #TornadoWeek Viral”
Kevin Planovsky
Principal, Account Strategy
Vert
@kplanovsky
Brandon Uffner
Manager of TV Marketing
The Weather Channel
@TheRealBuffner

83. #TORNADOWEEK:
THE AGENDA
I. The Opportunity
II. The Solution
III.The Team
IV.The Experience
V. The Timeline
VI.The Results
VII.The Magic
VIII.Q & A
@weatherchannel
@vertmob
@TheRealBuffner
@kplanovsky

84. #TORNADOWEEK:
THE OPPORTUNITY
• Tornado Week: 7 Days of
original tornado programming
on The Weather Channel
• Dates: April 29 – May 3, 2013
• Goal: “generate buzz & create
awareness via social media”
• Timing: 3 weeks to launch
• Budget: “Efficient”

85. #TORNADOWEEK:
THE SOLUTION
• Twitter Powered Tornado @ TWC
• 11 high-speed, industrial-power fans
• Live stream of “interns” working in
the Tornado Room from 9am to 8pm,
with guest appearances by on-camera
meteorologists
• Microsite with tweet-tracker & wind
speed graph in real-time
• Promotion on weather.com and on
The Weather Channel
• Paid digital media campaign to drive
early awareness & participation “The Calm before the Storm”

86. #TORNADOWEEK:
THE TEAM
Brandon Uffner
Manager TV Marketing
On-Site Client Lead
Kelsey Agnew
Digital Brand Manager
Social Messaging Strategy
Kevin Planovsky
Principal, Account Strategy
Strategy & Account Director
Cameron Huppertz
Production Manager
On-Site Livestream Coordination
Matt Griffin
Principal, Creative Technology
Design & Development Lead

87. Crystal
clear CTA
Live Video
Stream
Simple &
Powerful
Branding
Real time
activity &
feedback
Program
Promotion

89. #TORNADOWEEK:
THE TIMELINE
TUE
FINAL SETUP:
Finalizing shots,
setting up stream,
Final fan tests…
TODAY SHOW
2 live simulcasts with
the full crew in NYC
BUZZFEED:
The biggest trends
site on the web
catches wind…
MASHABLE:
From a basic tip-
off tweet, we
score big coverage
LAUNCH:
The Livestream is
active & tweeting
PAID MEDIA:
Launched Promoted
Tweets, Facebook
media & network buy
TRENDING:
Within hours the
hashtag begins
trending nationwide
MON
#tornadoweek

90. #TORNADOWEEK: THE RESULTS

91. #TORNADOWEEK: THE RESULTS

92. #TORNADOWEEK: THE RESULTS

93. #TORNADOWEEK: TV RESULTS
NEW VIEWERS
P25-54 across
the week in
prime time!
Increase in TIME
SPEND VIEWING
as compared
to the previous
4 weeks!
Outperformed
2012's Storm Week
by
Attracted Prime Time Viewers
as compared to the previous 4 weeks…

94. #TORNADOWEEK:
THE MAGIC
• Making a BIG Splash early
• Paid Media support!
• Asking for earned media
• Trending Nationwide
• Buzzfeed begets,
Mashable begets…
• Always engaging
• TRUE “Real-Time”

95. #TORNADOWEEK:
Questions? Quips? Queries?
@weatherchannel @vertmob@TheRealBuffner @kplanovsky

97. Case Study:
“The Art of Sharing - Social Content &
Marketing in Entertainment & Media”
Caty Burgess
VP, Media Strategies
The CW Network
@catyburgess
Terry City
VP of Sales, West Coast
BuzzFeed
@cityslick83

98. Social Content in theAge
of Digital Media

99. The way media is consumed
is radically different than it
was just five years ago.

100. We reach over 60M
people a month.
SOCIAL
75%ofvisitsfromsocial*
MOBILE
50%ofvisitsfrommobile*
YOUTH
60%areaged18-34
Quantcast, Google Analytics

101. Young audiences have moved online.
55% of online video
views come from 18-34
year-olds.
By 2016, online video is
expected to account for 55% of
all consumer internet traffic.*

102. 85% use social media more than once a day.
Internal Survey, April 2013, 778

103. Mobile video ad spend is set to
quadruple by 2016.
eMarketer

104. The second
screen is real,
and always on.

105. Give your viewers what they want –
more to talk about.

106. Creating custom content sparks
excitement…

107. … and accelerates conversation.

112. Attract your audience.
Amplify experience.
Extend viewership.
Keep the buzz going.

113. When the credits stop rolling,
Keep the convo going.
CatyBurgess
CWMediaVP
caty.burgess@cwtv.com
TerryCity
BuzzFeedWestCoastVP
tcity@buzzfeed.com

115. Closing Power Keynote:
“A Disrupter's View on Entertainment Marketing”
Kelly Bennett
CMO
Netflix
@K3LLY_B