Content planning workshop to run as part of BE Festival
An interactive workshop to help marketers understand how to plan brand-funded content will run as part of next week’s Festival of Branded Content and Entertainment. The session will be facilitated by The Hallway, whose most recent content project was Mane Event, a comedy series created for Qantas.
The hour-long workshop will guide the audience through the process of translating your brand into an entertainment idea. Delegates are invited to bring a brief overview of their brand and challenges, with the aim of leaving the room with an actionable entertainment idea for their brand.
At the end of the session, The Hallway will take the three best ideas and offer a further two-hour development session to evolve the brand entertainment idea.
The Mane Event was created by The Hallway for Qantas’ sponsorship of the British and Irish Lions Rugby Tour.
Simon Lee, creative partner at The Hallway said: “We have, over the past few years had the opportunity to develop and produce shows in both the branded entertainment and commercial entertainment spaces. It’s been an illuminating journey and we’ve learned a lot – some of it inspiring, some of it humbling. From this journey, we’ve been able to establish a successful process for translating brand truth into entertainment content”.
The festival – consisting of a networking afternoon next Wednesday October 2, followed by the conference and awards ceremony on October 3, is organised by Mumbrella’s parent company Focal Attractions.
Tickets to the Festival – and the programme – are available via this link. Booking for the remaining 11 networking places close at lunchtime tomorrow. The festival takes place at Luna Park in Sydney.
Conference sessions include:
- The Glue Society’s Jonathan Kneebone to debunk “naive” expectations of branded content
- Felicity McVay, head of content partnerships at Youtube on how YouTube helped build Jimmy Kimmel’s TV audience (and what that means for your brand)
- Daft Punk, Rolling Stone and Coca-Cola to talk about creating real life experiences that get the world talking
- Boost’s Zombie apocalypse: The Monkeys share a case study on how
- Brent Annells from Facebook to talk about integrating social media with broadcast TV for brands
- Dove Real Beauty Sketches and Dumb Ways to Die: the story behind two of the world’s most successful pieces of brand-funded viral content
- Steve Coll on using TVCs as a supporting medium for connecting audiences with content
- Intel to share their branded content creative process, including Ten’s Offspring integration and native advertising
- Musician Ricki-Lee and Universal Music to talk collaborating with brands
