Sessions at SXSW Interactive 2012 matching your filters

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Monday 12th March 2012

  • Branded Documentary: Cause Marketing's Best Media?

    by Lisa Pearson, Stephanie Smirnov, David Modigliani and Sarah Montante

    Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself. How and why has the program succeeded in making good on doing good? Through communication innovation, like branded documentary film. Marketers and filmmakers, your union is at hand. Film-driven campaigns are setting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded film assets through interactive, integrated campaigns -- building brand platforms and driving user-generated content. But how do marketers sell in films to clients? How do filmmakers and brand managers execute the process? How is branded content best leveraged? And does it actually deliver? This panel’s case study provides a 360 view - and best practices - from the campaign’s key partners.

    At 11:00am to 12:00pm, Monday 12th March

    In Room 18ABCD, Austin Convention Center