Sessions at SXSW Interactive 2012 about Video and Brands

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Monday 12th March 2012

  • Humanizing B2B Brands with Video & Comedy

    by Tim Washer

    Research shows that nearly 73% of people who read corporate blogs are in fact people. And one of the strongest connections we can make with another human is to make them laugh. We'll share a few comedy lessons learned from freelancing on The Onion and Conan and show how those rules can be used to create corporate social media content to breaks through the clutter. We’ll share case studies on how humorous corporate videos earned headlines in the New York Times and inclusion on ComedyCentral.com and helped expand the online community. We'll discuss simple, fun, low-budget approaches to transmedia storytelling, including web documentary series, for both consumer and B2B companies.

    At 3:30pm to 4:30pm, Monday 12th March

    In Rio Grande, Hilton Garden Inn Austin Downtown

    Coverage audio clip

Tuesday 13th March 2012

  • Juggalos: Rabid Branding, a Case Study

    by Jenny Benevento

    The Insane Clown Posse, a Detroit gangsta rap group who literally dress like clowns, have leveraged a rabidly devoted fan base to become the best selling indie band of all time (for REAL). They've accomplished this without radio airplay, major label endorsement, or any mainstream media exposure. In addition to selling millions of albums for decades, they make millions in merchandising every year. The group's brand is so far reaching that millions of people who have no interest violent clown rap have watched their viral videos.

    We'll look at what the band did historically to garner such a devoted fanbase and how you can do the same for your brand. If these clowns can make 7 figures a year, so can you!

    At 11:00am to 12:00pm, Tuesday 13th March

    In Capital Ballroom B, St David's Bethell Hall