{"id":2051,"date":"2015-11-05T21:35:10","date_gmt":"2015-11-06T02:35:10","guid":{"rendered":"http:\/\/localhost\/felicity\/old\/?p=2051"},"modified":"2015-11-05T21:35:10","modified_gmt":"2015-11-06T02:35:10","slug":"three-lessons-for-brand-leaders-from-the-film-world","status":"publish","type":"post","link":"https:\/\/felicitypr.com\/three-lessons-for-brand-leaders-from-the-film-world\/","title":{"rendered":"Three lessons for brand leaders from the film world"},"content":{"rendered":"

\"TWEAK<\/a><\/p>\n

What do you get when you mix a parody of the Rob Ford scandal, an inspiring teen drama about a cancer-fighting figure skater, and…Wolfcop?<\/p>\n

A tough decision.<\/p>\n

That\u2019s what I was faced with as a judge for the \u201cTweak my Plan\u201d event, a part of the Playback Marketing Summit<\/a> which was held on October 29 in Toronto.<\/p>\n

Three film producers were selected to participate in the event, presenting the marketing plans they\u2019d developed for their soon-to-be-released film projects to a panel of three judges: Grip Limited partner Randy Stein<\/a>, digital consultant Veronica Holmes<\/a>, and me. Our task: to provide recommendations and advice for upping their marketing effectiveness, while ultimately choosing a \u2018winner\u2019 whom we would support in bringing this plan to life.<\/p>\n

While the original intent was for the judges to expand the thinking of the producers, I feel fortunate to have learned some valuable lessons from them. I\u2019ve condensed these into three key takeaways:<\/p>\n

1. Leverage your brand \u201cartifacts\u201d: <\/b>I love this term, coined by Wolfcop 2 <\/a>producer J. Joly. While his brand\u2019s artifacts are more physical than others (think: signed memorabilia, <\/a>fan- created artwork<\/a> and opportunities to meet characters at conventions), every \u00a0brand — from consumer packaged goods to B2B services — has different attributes and assets that can be leveraged to engage super-fans in your brand, and amplify this to your broader target audience.<\/p>\n

2. Make sure there\u2019s steak, not just sizzle: <\/strong>Sean Cisterna is producing a film called \u201cKiss and Cry<\/a>\u201d that will tell the inspirational true story of Carley Allison, a promising 18-year-old figure skater and singer who made medical history in her fight against a rare form of cancer. Sean shared many of the ideas he was pursuing to promote the film, from partnering with the Princess Margaret Hospital Foundation to incorporating skating brands and associations.. There is so much potential for this film, but my feedback to him was to make sure he remains focused on the endeavours that will drive his ultimate objectives: viewership and ticket sales.<\/p>\n

\"SEAN<\/a><\/p>\n

3. Capitalize on context and controversy, but don\u2019t rely on this alone: <\/strong>Brothers Matt King and Andy King shared their plans to promote their film\/digi-series \u201cFilth City,\u201d<\/a> a dark comedy\/crime drama inspired by true events in an alternate version of Toronto. It features an all-star, ensemble cast, the members of which they hope will help to drive viewership, among their other promotion ideas. The PR opportunist in me started thinking of the possibilities for Filth City to capitalize on real-life news and sentiment towards our city\u2019s former Mayor, Rob Ford, in order to attract viewers. Then, my inner PR realist kicked in noting the risks associated with hinging a strategy on such an erratic newsmaker. If the King brothers were to pursue this strategy, they\u2019d have to be sure they had the pieces in place to manage the risk, alongside the upside potential.<\/p>\n

In the end, my fellow judges and I awarded J. Joly (Wolfcop 2) the winning score, but he generously passed his prize along to Cisterna (Kiss and Cry), with whom we will be working to bring his marketing plan to life.<\/p>\n

\"THE<\/a><\/p>\n

Final insights: <\/b>While at the Playback Summit I was privileged to catch a talk by Mark Bishop<\/a>, co-CEO and executive producer at marblemedia<\/a>. He spoke about his company\u2019s teen-targeted TV series Open Heart<\/a> and how they \u201cbuilt into the DNA of this property, the digital and screen content.\u201d \u00a0In essence, they built an app and other digital elements that worked hand-in-hand with the series, allowing fans to access clues and delve deeper ito the storyline while watching the show. The creativity with which they did so\u2014and possibilities this presents for other brands in today\u2019s media landscape\u2014blew me away. This left me with my biggest takeaway of the day for business leaders: think content-first; embed this into the DNA of your brands.<\/p>\n

Photos courtesy of Playback http:\/\/playbackonline.ca<\/em><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

What do you get when you mix a parody of the Rob Ford scandal, an inspiring teen drama about a cancer-fighting figure skater, and…Wolfcop? A tough decision. That\u2019s what I was faced with as a judge for the \u201cTweak my Plan\u201d event, a part of the Playback Marketing Summit which was held on October 29 […]<\/p>\n","protected":false},"author":5,"featured_media":2053,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[2],"tags":[],"acf":[],"yoast_head":"\nThree lessons for brand leaders from the film world - Felicity PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/felicitypr.com\/three-lessons-for-brand-leaders-from-the-film-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three lessons for brand leaders from the film world - Felicity PR\" \/>\n<meta property=\"og:description\" content=\"What do you get when you mix a parody of the Rob Ford scandal, an inspiring teen drama about a cancer-fighting figure skater, and…Wolfcop? 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