Building Entertainment Brands In The Digital Age...8.30-9.05 Coffee and Registration 9.10 Opening remarks David Jenkinson 9.20 Opening Keynote How to build your brand through Facebook

Building Entertainment Brands In The Digital Age

8.30-9.05 Coffee and Registration

9.10 Opening remarksDavid Jenkinson

9.20 Opening KeynoteHow to build your brand through FacebookTrevor Johnson, head of strategy andplanning, EMEA, Facebook

A how-to session filled withcase studies so you can learnhow to build your brandthrough successfulengagement strategies on andoff Facebook. This is a must if you are

wondering how you can: • Create a successful Facebook strategy tobuild your brand, acquire customers, developa relationship with them and create acommunity around your brand.• Effectively use tools such as Facebookpages and ads to drive traffic, build your fanbase and deliver ROI. • Integrate the social functionalities ofFacebook into your own websites through theopen graph protocols.Chair: Charlie Hoult

9.50 Digital marketing case studies:Leading digital agencies showcase theirlatest work and thinking Chair: Charlie Hoult

Newfound Powers: The Privatisation OfSocial EngineeringChris Clarke, chief creative officer, Lost Boysinternational (LBi)

‘Digital’ is dying faster thananyone predicted. It’s beenabsorbed into the world atlarge as people’s behaviourchanges en masse.And given that most peoplehave jobs to get on with,

companies and brands are flooding the newmarketplace with ways for people to shareinformation and direct collective action.This isn’t just tokenism. Research is alreadyrevealing how this new pervasivenessamplifies and reinforces prejudices and socialdivides. And what that means is that brandsand their agencies are moving into theunregulated territory of privatised socialengineering.What are brands actually doing in all of this?Do they have a higher responsibility to shapesociety? This session presents LBi’smanifesto for leadership in the post-digitalworld.

Fan Power: getting the audience to do the hard work for youJames Kirkham, director, Holler

James will deliver a case studyon how to engage audiencesand consumers throughentertainment strategy.The session will walk throughstrategic thinking around

entertainment strategies in response to ashifting media landscape, examining tangibleexamples from Holler and include brandedentertainment, showing the natural evolutionof the theory.

The role, value and impact of utility services in digitalJustin Cooke, CEO and chair, Fortune

Cookie and BIMAUsing the hugely successfulLegal & General HomeContents Calculator andNational Rail Enquiries iPhoneapplications as examples ofthe shift brands are making to

deliver their values through 'utility andusefulness', Justin will examine the growingimportance of ‘content’ in the digitalexperience.

10.35 Digital marketing surgery: Solving real problems with everydaysolutions. This digital marketing surgery will see Estherand Tom task Chris, James and Justin tocome up with solutions to the everydayproblems they need to solve in taking theirentertainment brands to market. Esther Brown, head of corporatecommunications, BBC WorldwideTom Lucas, director of marketing andcommunications, UKTV

With...Chris Clarke, chief creative cfficer, Lost Boysinternational (LBi)James Kirkham, director, HollerJustin Cooke, CEO and chair, FortuneCookie and BIMA

11.00 Coffee break

11.20 Digital marketing case studies: Leading digital agencies showcase theirlatest work and thinking.Chair: David Jenkinson

Playing the gameAnders Plyhm, creative director, Agency

RepublicHow Agency Republic hashelped to shape PlayStationUK’s marketingcommunications. Plus a brieflook at the future of interactiveentertainment.

Creating popularpartnershipsJon Forsyth, founding partner,adam&eveIn the midst of the recession,when the high street was

experiencing one of the toughest retailperiods in years, Phones4u had three hugechallenges. Put simply, it had to beat therecession, beat the iPhone and beat thebudget. The only way of winning this fightwas to create a campaign that would drivefootfall and change customer behaviour in-store. Jon will show how the learning fromthis campaign can be applied toentertainment brands.

Building effective viewer relationshipsonlineEd Lecky-Thompson, director, Galileo

Broadcasters have too oftenseen online as a threat, ratherthan a complementary channelto embrace. Online CRMprovides enormousopportunities for broadcasterseverywhere: digital and

terrestrial, mainstream and niche, national andregional. The commercial rationale is simple:an effective CRM/PRM programmegenerates increased viewing figures throughbrand new viewers and increased loyaltyviewing alike, as well as providingopportunities for non-core revenue fromonline advertising, affiliate and sponsorshipdeals. But a programme done poorly is oftenworse than no programme at all. This casestudy will explain the basics of effective onlineCRM and PRM for broadcasters, using MTV,with whom Galileo has been working since2009, as an example of best practice.

Making digital outdoor interactiveCraig Morgan, managing partner, Elvis

Virgin Trains’ 'Liverpool Wall'poster promoting high-speedrail services, was developed tobe truly interactive, takeadvantage of location andcontext in terms of messaging– the end result, the world’s

first 'talking' poster. How can this technologybe applied by the entertainment business tobuild content brands?

12.20 Propaganda supersession: PRing the digital ageLeading digital PR executives showcasemulti-platform campaigns and underline howto engage with the new digital mediaenvironment. Chair: David JenkinsonJill Franklin, managing director, Franklin RaeRussell Goldsmith, digital and social mediadirector, markettiers4dcLee Nugent, managing director, NelsonBostock Group

13.00 Lunch

We believe the most important thing the content industry needs to learn over the coming years is how to better marketitself to a fragmented audience in a fast-changing digital world. C21Media’s Propaganda Factory is about how to do that.The Twitter hashtag for today’s event is #C21PF. We hope you enjoy the day.

Agenda

14.00 Afternoon opening keynote: The online video revolution: using YouTubeto reinvent your brandBruce Daisley, sales leader, YouTube UK

YouTube is five years old, inwhich time the world of onlinevideo has become a powerfultool for content owners andbrands. What are the rules andpitfalls? How can you achievethe success of the YouTube

superstars? This keynote will use examples ofhow entertainment brands are working withYouTube to create business models and marketin distinct and innovative ways. Chair: David Jenkinson

14.30 Digital marketing case study: Leading digital agencies showcase theirlatest work and thinking.Chair: Andrew Robinson

Simple social media marketingKatie Streten, head of digital insight,Imagination

Using a public service projectas a case study, Katie willexplore the construction of abasic social media outreachcampaign for the launch of acreative project. She willanswer questions like who

should we target, what should we tell themand how do we know we’ve succeeded, andlook at tools for getting the job done.

MySpace: Get Real CloseThomas Benski, managing director, PulseFilms

MySpace Get Real Close wascreated by Pulse and BBH tocelebrate the launch of MySpaceMusic, which enables bands andartists to create their own playliststo share with fans. Pulse-shotvideos using blue screen, which

enabled users to upload photos of themselvesusing MySpace or Facebook for videos that madeit look like the artist was interacting with them.

15.00 Propaganda supersession: Effective social media strategy.The A-Z of understanding how to use socialmedia platforms to engage with new audiences,build brands and extend content relationships.Chair: Andrew RobinsonCatherine Toole, CEO, Sticky ContentMaz Nadjm, community product manager,BSkyBKatie Streten, head of digital insight,ImaginationThomas Benski, managing director, PulseFilms

15.45 Afternoon tea

16.00 Digital marketing case studies: Leading digital agencies showcase theirlatest work and thinkingChair: David Jenkinson

New stories well toldTom Thirlwall, CEO, Bigballs Films

Tom Thirlwall will tell the storyof the award-winning WhoKilled Summer from inceptionto Bafta nomination andeverything in between.Starting out as a collaborationbetween agency and

production company, and commissioned byVodafone, Who Killed Summer is a multi-platform online drama that blended fiction andreality. Over five million people watched WhoKilled Summer and, most importantly,interacted with the show across social mediaand mobile platforms – proving the new ageof participation storytelling is here.

Putting ‘entertain’ into entertainmentmarketingMartyn Bentley, commercial director, Kempt

This session will insist on'putting entertain intoentertainment marketing' andwill feature a case study onFreeway Fallguy and FootballHero for Pepsi. Martyn will aim to persuade the

audience that branded content and marketingactivity that involves playfulness provides deepengagement and is very persuasive. He willalso open the audience’s eyes to the wholeecosystem they can exploit.

Launching a legal music-sharing serviceChris Reed, managing partner, Brew

Mflow is a social musicapplication that rewards peoplefor recommending music totheir friends. It has beendescribed as a cross betweeniTunes and Twitter. Brew wasengaged (with sister agency

Seventy Seven PR) to recruit thousands ofusers to mflow using a blend of social mediaand online/offline PR. As well as looking at thetechniques employed to make the applicationan intrinsically social platform, this session willhighlight how conversation analysis, advocateidentification, blogger outreach, Twitter andPR played a part in recruiting, motivating andrewarding these early adopters in anincreasingly crowded market – to take mflowto critical mass ready for launch in April 2010.

Evo Music RoomsJez Nelson, CEO, Somethin’ Else

Evo Music Rooms targeted thePunto Evo’s core Generation Ydemographic with a weeklyshowcase that saw starheadliners and Evo unsignedartists sharing the stage in a

six-week music series. An invention of Fiat’screative agency Krow Communications, EvoMusic Rooms invited aspiring artists acrossthe UK to apply at www.evomusicrooms.com,with only 20 Evo unsigned artists making it onto the expert judges’ shortlist. These artistswere then showcased online and fans votedtheir top 10 into the final. From the top 10,the panel selected six acts that won the once-in-a-lifetime opportunity to perform live on thesame bill as some of music’s biggest names. Evo Music Rooms was partnered by MySpaceMusic (in a deal brokered by MECInteraction), which created an onlinecampaign to drive traffic and registrations tothe website. Further multimedia support wasprovided by Spotify and Facebook, whichdedicated channels to support the launch.What lessons were learned along the way?

17.00 Digital marketing surgery: Solving real problems with everydaysolutions.This digital marketing surgery will see JenTopping and Andrew Robinson task Tom,Martyn, Chris and Jez to come up withsolutions to the everyday problems they needto solve in taking their entertainment brands tomarket. Jen Topping, commissioning manager, newmedia, Channel 4Andrew Robinson, creative director, MindCorporation

With...Tom Thirlwall, CEO, Bigballs FilmsMartyn Bentley, commercial director, KemptChris Reed, managing partner, BrewJez Nelson, CEO, Somethin’ Else

17.20 Closing remarks

17.30 Propaganda Factory networkingcocktails

Moderators David JenkinsonEditor-in-chief &managing directorC21Media

Charlie HoultManaging directorHoults

Andrew RobinsonCreative director Mind Corporation

Upcoming events from C21Media include The iPad Entertainment Summit on October1 at BAFTA. Don’t miss this one. It’s going to be a blinder. For more information andto register for an earlybird discount visit: www.C21Media.net/ipadsummit. Free iPads for full conference price delegates!