Sessions at SXSW Interactive 2012 of type Core Conversation about Content and Entertainment

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Saturday 10th March 2012

  • Entertain or Fail: Brands As the New Publishers

    by Allen DeBevoise and Anthony Batt

    Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.
    Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.

    At 9:30am to 10:30am, Saturday 10th March

    In Capitol View North, Sheraton Austin Hotel at the Capitol