Strategies and Tactics For Marketers and Branded Entertainment Producers
After two successful workshops in Los Angeles and Washington D.C., DMW and Starlight Runner are now for the first time bringing the Transmedia workshop, instructed by Jeff Gomez, to his hometown of New York City!
Two decades ago there was a fear that TV
commercials would be less relevant as VCRs became
ubiquitous. Today, right now, the issue is the fact, not the
fear. So, how do you create branded entertainment beyond the
soap-opera which consumers actually seek out and enjoy
instead than taking bathroom-breaks to avoid? How do you
approach creating branded content across different mediums
such as online video, games and smartphones and still stay
true to your brand identify? How do you turn your customers
info loyal fans, eager to engage with your brand and spread
the word to all their friends?
This 4-hour event unique in the world, delivering practical, how-to transmedia training led by leading cross-platform producer and strategist Jeff Gomez, CEO of Starlight Runner Entertainment. He will teach his signature transmedia development process to business and ad agency executives, content producers, marketers and creators which has been used for such blockbusters as Hasbro’s Transformers, Mattel’s Hot Wheels, Microsoft's Halo, Coca-Cola's Happiness Factory, Disney's Pirates of the Caribbean Tron Legacy and James Cameron's Avatar.
Registration and Networking
Part I: Defining Transmedia Storytelling as it related to Branded Entertainment
Its history, its value proposition, how Jeff came to embrace it, and the latest industry news as its potential begins to be realized in the ad and entertainment industries.
Part II: Entertainment Franchises & Branded Entertainment
|The role of the grand narrative in branding, criteria for a successful transmedia franchise, the elements of storyworld incubation and criteria for an evergreen brand franchise|
|3:30 PM||Break, Refreshments, Coffee and Networking|
III: Creating Positive Links Between the Brand and the Branded Entertainment Program
|Brand archetypes and inspirational drivers, intellectual property bibles and mythologies, building platform-neutral story-worlds that are extensible over multiple touch-points and establishing authorship and pitch materials. What not to do; examples of failed properties.|
IV: Producing Branded and Franchise Content for Multiple Platforms
|Building partnerships, fans and coalitions, the role of the driving platform, defining and incentivizing canon, constructing bridges between marketing, digital and creative and remaining the visionary (consumer products & licensing)|
Respect the Audience and Create Stories Worth Telling
|Gomez takes an intimate hands-on approach to the workshop, offering participants practical solutions to real-world issues and problems. Questions and participant interaction are encouraged.|
Jeff Gomez, CEO & President, Starlightrunner Entertainment
||Jeff Gomez is the world’s leading producer of transmedia entertainment properties. He is an expert at incubating new entertainment franchises, strategic planning and production for cross-platform implementation. As CEO of Starlight Runner Entertainment, a New York-based production company, Jeff leverages intellectual properties into global franchises that successfully navigate an array of media channels. Jeff also extends niche properties such as toys, animation or videogame titles across multiple platforms, which in turn generate multiple revenue streams for Starlight Runner’s partners and clients.|
For more information, contact Jay Baage at firstname.lastname@example.org or call 310.855.0033 x704.