Entertain or Fail: Brands As the New Publishers

A session at SXSW Interactive 2012

Saturday 10th March, 2012

9:30am to 10:30am (CST)

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.

About the speakers

This person is speaking at this event.
Allen DeBevoise

Chairman & CEO, Machinima Inc

Allen DeBevoise is the Chairman, CEO and Co-Founder of Machinima, the dominant video entertainment network for serious gamers around the world. Machinima’s global content network features official publisher content, fan-created gameplay videos and original content, including over 20 original weekly shows, all aimed at the coveted 18–34 year old male demographic. The number one entertainment channel on YouTube, Machinima reaches over 124 million gamers monthly, and delivers over one billion video views a month, and growing. Under DeBevoise’s guidance, Machinima has become a major force in reaching core video gamers, because the company is at the cutting edge of on-line video and the changing experience of gaming, and also has a massive, global, and highly engaged audience. DeBevoise served on the board of directors of LowerMyBills.com and True/Slant through their respective acquisitions, and currently serves on the board of Dealer.com. He is also an active angel investor in several early stage technology and consumer internet companies. Before Machinima, DeBevoise was President and CEO of TCI Interactive and co-founded Creative Planet, an online resource for film and television production professionals. DeBevoise was featured on The Hollywood Reporter’s “Digital Power List” and was recognized as one of Digital Media Wire’s “25 Executives to Watch.”

This person is speaking at this event.
Anthony Batt

Pres, Katalyst

Anthony Batt is the President of Katalyst, a groundbreaking content studio that creates digital
and television programming media for some of the biggest brands in the world. In 2010, Katalyst
was named on the year’s Top 50 Most Inspiring Innovators by Ad Age and one of Fast Company
Magazine’s Top 10 Most Innovative Companies. At Katalyst, Anthony drives the creation of some
of the most authentic and captivating social programming for brands like Levis, Intel, Nikon and
Mountain Dew. As a digital media pioneer, Anthony has a keen understanding of how to engage audiences and
deliver brands a passionate and active user-base through compelling original digital
programming. In an industry that routinely accepts the notion of “post and pray,” Anthony
pushes a far higher ideal for brands, “launch and activate.” Prior to Katalyst Anthony founded the entertainment-blog powerhouse BUZZMedia and
Buzznet.com that which helped make music and pop culture super social on the web. He has also
played a role in the start of several very successful entrepreneurial ventures with friends
including: TROON a boutique agency with James Yaffe; a small mailing list called craigslist.org
with Craig Newmark; and a media distribution platform turned data warehousing data engine
called GreenPlum with Scott Yara. Anthony has held a positions at USC Cinema Television & Digital Arts program where he
worked to establish a world class digital animation studio, as well as Time Inc. Interactive where
he managed the web design, technology and publishing of Time Inc’s titles like Time, Fortune,
People, Teen People and EW. He also served as a digital technical and creative consultant with
TBWA/Chiat Day on the Absolut Vodka’s award winning digital media strategy. Batt is also a part time solipsistic philosopher, music & pop culture anthropologist, occasional
warm water long board surfer and most importantly, father to two little girls.

Next session in Capitol View North

11am Does Free Content Cannibalize Your Paid Consulting by Joe Pulizzi and Jay Baer

These speakers at other events


Take collaborative notes on this session with hackpad


38 attendees

  • Aaron Lammer
  • Adam Holzband
  • Allen DeBevoise
  • Andrea Hong
  • Andrew Needham
  • Marina Aubert
  • Nick Brewer
  • chrisflorance
  • Rocco Stallvord
  • Denis Doeland
  • Anthony Batt
  • Lacey
  • Eli Saldivar
  • Emily Sandison
  • Alden Hopkins
  • Gabrielle
  • Grant K Norwood
  • guavalicious
  • Gui Ambros
  • Henrik Berggren
  • Heidi Lemmetyinen
  • James Beechinor
  • Jen Nausin
  • jeremydaly
  • Jonathan Kitchen
  • Katie Hollowell
  • LekanB
  • Seth Miller
  • Noah Sacksteder
  • Phil Schwarzmann
  • RoniD
  • Thomas Evans
  • tim deSilva
  • Ken Burke
  • Taylor Wiegert
  • Dustin Anderson
  • Society
  • Mikael Zackrisson

23 trackers

  • April Autrey
  • Alan Botvinick
  • Aimee Woodall
  • David Benardo
  • Bryan Jones
  • Cristiano Dias
  • Diana Huang
  • Drew McKenzie
  • Emily Cloud
  • Jon Feldman
  • Gabrielle Haug
  • Gail Doggett
  • Joshua Bryant
  • Joëlle Eid
  • John Baltes
  • Juliana Nascimento
  • klintberg
  • Laura C
  • Mercedes Gray
  • Patricia Marinho
  • Rosemary O'Neill
  • Todd Nolley
  • Todd Sattersten

Sign in to add slides, notes or videos to this session

Sign in to track this session

Tell your friends!


Time 9:30am10:30am CST

Date Sat 10th March 2012


Capitol View North, Sheraton Austin Hotel at the Capitol

Session type

Core Conversation

Session Hash Tag


Short URL


View the schedule



See something wrong?

Report an issue with this session