Courtney Charton that is…
Mowgli
Introducing Genius Effect’s newest addition, Courtney Charton. Courtney recently joined us as a partner in Genius Effect Media Group. We’re lucky to have her presence and expertise, as she comes to us with a background in business management, marketing and production for a diverse group of organizations like House of Blues Concerts, Don Miguel Mexican Foods, Chartwell Management, the Key Club, and several others. As part of Genius Effect, she’ll be handling operations as well as creative project development. As for the important stuff, please note that she also loves live concerts and has a cat named Mowgli. 
You’ll most likely hear more about, or from her very soon, but in the meantime if you are so compelled, feel free to drop us a note to say hello!
Toward the end of 2009, online audiences were bombarded with over 20 billion video views per month. Now, as we enter 2010, here are a few of what we feel were some of best branded entertainment videos of 2009. Not only because they were thoroughly entertained, but because they were imaginitive, large, creative, only small components of well executed campaigns…
Hell Beast Loves Raisin Bran!
Bad Husbands in the JC Penny Dog House!
Ikea makes it all Easy to Assemble
LA Times re-creates Craigslist’s Missed Connections
http://www.latimes.com/theguide/la-icu,0,7058952.htmlstory
SNL keeps it going on line. One of our favorite Lonely Island peices:
And 2010′s rookie of the year goes to…
http://www.jigsawglobal.com/Sundance/
As of earlier this week, our sister company, Jigsaw Global, has officially launched!
Our first Jigsaw Global workshop will take place at the 2010 Sundance Film Festival. Jigsaw is creating a one-day immersion program, Digital Dive: a new media workshop for filmmakers, to help feature filmmakers wrap their heads around the world of digital media content creation. The program will be held on the first Friday of the festival, January 22, with a closing panel and huge wrap party on the 23rd.
Collaborating with the Sundance Film Festival team has been great. We are working closely with them to determine the topics and presenters of the new media workshop, which will be held at New Frontier on Main – both the name and venue of the film festival’s annual digital arts exhibition. Sundance announced the lineup for the 2010 exhibition last week. The 13 featured artists include Nao Bustamante (USA), Petko Dourmana (Bulgaria), Joseph Gordon-Levitt (USA), Ragnar Kjartansson (Iceland), and Tracey Snelling (USA).
For Digital Dive, experts will present case studies, product demos, and practical information about how to get your feet wet with website, mobile phone, social media, and cross-platform production. It is a perfect introduction for filmmakers and film industry professionals with minimal, hands-on digital media production experience. All instructional sessions and product demos are open to the public, with 30 spots reserved for Sundance-affiliated filmmakers.
Pardon our dust… Genius Effect Media Group has finally moved into its new Los Angeles office. We will share the space with our sister company, Jigsaw Global (more info on Jigsaw Global coming soon!). It’s really a great space – a 2500+ sq ft multi-level loft located near Universal City. Not only will the new space be our home offices, but it will also be available for private events and productions for up to 300 people. The building has been used to host all kinds of cool things, from live music, to art exhibits, photo/video shoots, mixers, panel discussions, holiday parties (hint, hint!) and everything in between. It’s also fully accented with exposed brick walls, commissioned art work, hard wood floors, 20-foot ceilings, full kitchen, multiple rooms, etc. Feel free to come by and check us out! For more info, send an email to info(at)geniuseffectla.com.
Click on the images for a larger view:
by Chris Denson
Let’s face it; smokers aren’t going anywhere. Yes, we complain when they get too to close our personal space. Yes, we uninvitingly warn them of the harmful and dangerous side effects. We even force them to eat and drink outdoors – rain, sleet, or snow – like a familiar stray dog; giving them a place of refuge, but not a place of comfort. We joke with our non-smoking friends about their bad breath, and their nicotine scented apparel and skin. We do all this and more, yet in the end smokers stand tall, and united – and offer us a great lesson on the powers of community and choice. Here are a few reasons we should thank them for smoking.
1.) Give Us Your Huddled Masses. Chicago, Illinois. Dead of winter. Exterior office building. Lunch break. Five smokers stand perfectly arranged in a geometric formation that keeps the cold out, and the carcinogens in. Although the warmth only lasts for 5-7 puffs, it’s a much needed and well-deserved piece of heaven for this group. Before the day is done, this will have been their routine several times. What have they done? They’ve built community. They’ve found a group with common interests. They’ve developed a routine within their community. As the seasons come and go, they will have built a very strong bond. They will have learned so much about each other; from family issues, to career development, senses of humor, likes, dislikes, even their weekly rotation of work clothes. All brought together by a few frowned upon fiery sticks of nicotine. As brands and marketers, we need to find that same common ground on which to build an unbreakable community bond with our end consumers. We all have at the core, a centerpiece principal that people will come to know and trust, either by habit, utility, or genuine admiration. They want a lot of it, and we need to give a little bit at a time, with brief yet powerful communal engagements. The more we engage our audiences interests and embrace them as they are, the more they will give their time, energy and interest back to us.
2.) Freedom Of Choice. Scorn them as we might, they just won’t quit. My mom has smoked since as long as I can remember. As a kid, I tried shaming her into quitting. As I got older, I tried using scientific fact. She survived a bout with breast cancer, and was back on the sticks no sooner than she was free from the hospital Jell-o. When I became a parent, I used the baby as a bargaining chip. All for nil. She’s grown and she was a grown up when I met her. If there’s one thing audiences have now more than ever, it’s the power of choice. They choose how they watch TV, how they view programming on the internet, who their real life friends are, who their cyber friends are, if they watch commercials (and which ones they watch), whether they get their news at the stand or on their mobile phone, and yes, whether they want a cigarette or not. They hold the cards, and they hold them ever so tightly. Too often, we as marketers try to dangle carrots to lead them in the direction we want. In today’s marketplace, we have to play their game. Go where they are, offer them the types of experiences they like, become their fans and cheer on their successes – all with our own messaging gently added for flare. Too much, and they know they’re being sold something. Too little, and we miss the boat entirely. The right balance, then we find ourselves at the forefront of their decision-making process everytime.
3.) Strike A Match, Strike A Conversation. Smoking is probably the one social arena in which everybody’s a buddy. People who have never even met one another are often willing to offer a helping hand. Need a cigarette? Bum one off a stranger. Need a light? Somebody’s got a flame in your face before you’ve finished checking your pockets. Need a place for your ashes? Someone’s got his/her hands cupped. The next thing you know, there’s a conversation taking place and these people are off to the new-buddy races. That initial recognition of “Hey, you’re just like me!” is the impulse reaction that we as brands and media creators are constantly striving for. The spark that lights the flame and burns feverishly throughout our consumer base. We need to showcase unique points of discovery that instantaneously engage newcomers and long-term constituents alike. Strike the match… strike the conversation… gain a new friend.
4.) Go Ahead, Blow Smoke In My Face. Nothing bothers non-smokers more than to “suffer” through a smoker’s enjoyment. Often times, this is when the non-smoker is forced to think about his/her inner well-being. “Will I develop health problems?” “Will I smell like smoke?” “Can I help get more laws passed?” “Where else could/should I be right now?” “Is this guy really that much of a jerk, or am I just being sensitive?” Hopefully, if the smoker really isn’t being a jerk, he might be considering his own internal questions at that moment as well. Ironically, this is the exact type of introspective realignment we as consumers and marketers go through on a daily basis. Each encounter with fans and non fans alike should involve a continual process of checks and balances. Is this the best approach? What could we be doing more of? Is this really what I need? What could we be doing less of? How does our audience perceive us? How do we perceive our audience? Are we harming ourselves or our relationships in our approaches? The more we ask (and answer), the more we become sure of our the strength of our products and practices.
5.) To Quit, Or Not To Quit. Truth be told, the healthy smoker is fearless. That fearlessness is admirable. He is a rebel. He is steadfast and confident. He stares science and society in the face, boldly breaking all of their rules. Because as we know, in the end, we all die. No doubt about it. And the smoker is unafraid. There are 90-year-olds who still smoke like hams at Hickory Farms. There are 30-year-olds with incurable cancers. Either way, at some point, we will all have run our course either naturally or by our own hand. No matter how good of a run you’ve had it, the tides shift, and the times change. In the same vain, the marketplace is flooded with change. There is always risk involved in being at the cutting edge of brand strategy. Especially in today’s digitally focused, fast paced, infotainment filled consumer world, audiences are constantly being bombarded with opportunities to engage elsewhere – and they will. The only question is, will we be wherever it is they go? Will we know when to stop and change gears? Will we make sure that we offer them what is they’re looking for? And when the tides come, will we be as fearless and steadfast as our smoked friends, embracing risk with a keen sense of adventure? For marketers and brands in today’s marketplace, it takes an intuitive and innovative, free-flowing approach to adapt and shift with whatever consequence or reward that comes our way.
Great post from Ad Age. Enjoy the exerpt! Read the full blog here.
To monetize content requires a shift in thinking because one must move from sticking with the traditional push business model to accepting the web’s “pull” approach. In making this transition we uncover where people will place value (and their dollars).
Use content to attract audiences
Content is really good at attracting audiences — but it’s not so great at directly generating revenue through gated-content subscriptions. Sorry, but you just need to get over it (unless you are the exception: The Wall Street Journal). Most people can get most content one way or another and circumventing the gated-content model is not that hard for users. Media companies trying to figure out how to plug all the naturally leaky ways content gets out there is like trying to win at whack-a-mole. Frustratingly unsatisfying.
Create a community to coalesce audiences
This is the magic moment when content can begin to drive revenue because once you have the audience — thanks to your content — you have the mechanism to create compelling community experiences. The benefit of a community is that this shifts users’ loyalty from just your content, available in lots of online places, to your site because of the community. The revenue possibilities expand as your community creates the all-important “sticky” user experience.
Successful communities utilize all the new social-networking tools and technology to create vibrant user interactions. They introduce technology that lets members engage in real time with each other, they permit many forms of self-broadcasting and publishing, and they provide a platform for members to connect around a shared passion or issue.
Ignite passion in your community and the content monetization engine begins to stir.
Leverage the power of your community to drive revenue
Once you have established a core community of users, this is where monetization can occur because now you are in a position to: a) offer a variety of services or products to your members; b) leverage the power base you have created; and c) you will probably see more ad revenue (though probably not for some time).
Here are some examples of effective community revenue opportunities:
* Provide services to enhance community connectivity using video and audio
* Offer products to introduce “fun” into user interactivities (Facebook does this better than anyone)
* Integrate technology to provide members with video, broadcasting, and content creation tools
* Enable new ways for members to access content via multiformat services
* Create new programs where community members can be rewarded for their participation (e.g., converting members into affiliates)
Anything that captures your community’s passion is an opportunity for new revenue.
In case you are wondering whether this monetization engine works in the real world, there are great examples to study. Sites such as TechCrunch, Huffington Post and Mashable are particularly effective at attracting users through content and then sustaining user engagements profitably through enriched community experiences.
If you’re looking to get your Mobile game a little tighter, here’s a great event. We’ll be there, so should you!!! Official details here!
MEF Americas is holding a half-day Leadership Summit on Tuesday September 1 at Writer’s Guild of America West at 7000 W. Third near The Grove. According to MEF Americas general manager Mike Navarre, places are quickly filling up for the Summit, which runs from 1 pm to 6 pm and includes a cocktail party open to all. To register, click here.
The opening keynote for the Mobile Leadership Summit will be presented by Sam Sarkar, a senior executive from Infinitum Nihil, Johnny Depp’s production company. An additional keynote will be devoted to the State of the Union in Mobile given by The Nielsen Company’s Eric Puterbaugh.
The agenda for the Summit begins with an opening panel on “Global Revenues are $19.5B and $32B for Theatrical Box Office and Mobile Entertainment–So How Does Hollywood Stack Rank the Mobile Entertainment Industry? Moderated by Andrew Wallenstein editor, digital media of The Hollywood Reporter, panelists include Troy Carter, Lady Gaga manager, CEO, Coalition Media; Doug Neil, senior vice president of Digital Marketing, Universal Pictures; Andreea Enuche-Thune, vice president of Games & Digital Distribution, Marvel Entertainment Inc.; Madeline Herdrich, vice president, Mobile Paramount Pictures, Digital; Steve Byrd, executive vice president, STATs; and Charles B. Slocum, assistant executive director, Writers Guild of America
The concluding panel–”Holy Grail or Holy Fail–Straight Talk on Mobile Entertainment”–is a debate focusing on the trends in the mobile value chain moderated by Eric Puterbaugh of The Nielsen Company, with panelists including Lawrence M Harris, senior vice president and senior research analyst, CL King; William Quigley, managing director, Clearstone Ventures; David Strehlow, director of marketing, Media Solutions, Huawei; Kevin Arnold, founder and CEO, IODA; Gary Schwartz, president and CEO, Impact Mobile; John Orlando, CMO, LiveWire Mobile; andBill Loewenthal, vice president and general manager, Mobility and Monetization Solutions, Limelight Networks.
After the Summit, MEF Americas will hold its Annual General Meeting and Board Elections. MEF Americas has expanded its board to eleven seats, with seven seats available in this election, to reflect the increased growth and activities in the U.S., Canada and Latin America. The elections will be voting in seven new board members who will help shape the direction of the mobile entertainment industry in the Americas, Canada and Latin America.
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Established in 2000, MEF is the leading trade organization for companies across the mobile entertainment value chain. Its membership base spans the entire range of mobile entertainment activities, including music, film, TV and video companies who create and package content; publishers, retailers, service providers and technologists who sell and deliver content and network operators who get the content to the end users.
For more information regarding the Mobile Leadership Summit, contact Christine Krajewski at christine_krajewski@livewiremobile.com. For more information on becoming a MEF member or general election information, please contact Mike Navarre at mike@m-e-f.org.
by Chris Denson
At Genius Effect, we root for everybody. We’re on the side of everyone with a story to tell when it comes to creating effective media and reaching an audience. With that in mind, its important to know some of the do’s and dont’s in effectively navigating the boundless number of tools that are available to us. With the internet and technology bridging the access gap for media creators and marketers, there are several new-jack rules to follow. Here are a few sure fire ways to be sure that you’ll fail in whatever you do in today’s marketplace:
1.) Ignore Trends. There are so many companies and individuals who remind me of the proverbial “in-my-day” old man. They don’t “like” Facebook. They don’t know how to use a blog. Twitter is dumb. “I don’t need to know what everybody’s doing all the time,” they say. On the contrary, you need to know EXACTLY what everybody’s doing all the time. Proven many times over, including Barak Obama’s recent Presidential campaign, “change” has become the norm and audiences everywhere are growing and changing more rapidly than ever before. If you get too comfortable in your methods, or don’t make the attempt to incorporate your product in the culture of change… you’ll be short changed every time.
2.) Be a One Trick Pony. I hear over and over, how “we’re gonna sell the cd on these websites,” or “we’re gonna put the videos on YouTube,” or my favorite, “we’re gonna build a social network!” “Good for you,” I respond as if talking to my 4-year-old who just tied a ribbon in her own hair (lest I remind you that it ain’t pretty). Media creators must understand that putting something on the web is not marketing something on the web. Placing something on the internet requires just as much attention and push, if not more, than any traditional marketing campaign. Why? Because there are MILLIONS of products vying for the same eyes that you are. How are you going to bring people to your video or website? What value are you providing to your audience? How do you keep the audience engaged after they encounter your product? What’s going to make them love you? Remember, at the end of the day, you are a needle in a haystack. It’s on you to help people find out that you’re not like the rest of the hay.
3.) Create No Dialogue. Social media is about two things, and two things only: Sharing and Discovery. People love to be the first to know and the first to tell. And they want to do it all the time. Find ways to give your audience that opportunity. Too many media creators do a big push for a particular campaign, and then after the first three weeks or so, have nothing left to say. Which is fine until season two rolls around. Or the sequel. Or the newer version. Or the next event. Or the new line. At that point, instead of multiplying and building on the presence you’ve already established, you’re attempting to re-engage the audience. And in today’s climate of change, anything can catch a consumer’s eye if it’s not on you. Build campaigns that have longevity and relevance and offer a chance for individuals to intellectualize your message, speak it to others, and come back for more.
4.) Forget That REAL People Exist. Real people are not just on line or on electronic devices. Real people are still in grocery stores. Real people still go to the movies. These spooky individuals are all around us, walking the streets and eating in restaurants, and even speaking to one another. Basing a campaign strictly on internet based interaction is a huge mistake. It’s kinda like internet dating. At some point, the person you’re courting is going to make sure you look like your pictures. People still need to know that you’re as good as you seem. Find ways to tie live events and experiential marketing into your online push is essential. It gives the audience even more of an incentive to go back and tell the world about you.
5.) Don’t Make Friends. In the multi-media world, strategic relationships are an imperative. This is not Jesus in the desert, folks. Hardly any one goes it alone. Where would Hulu be without the networks as buddies? Where would Twitter be without Ashton Kutcher and Diddy? Where would the Nissan Cube be without Heroes (which is probably my favorite use of branded entertainment this year)? The most successful people and businesses – especially when using social media – surround themselves with others that are better-versed and have a longer reach than they do, in one area or another. Make friends. Think of the unique qualities you have to offer, and how those compliment your “friend’s” efforts and skill sets.
6.) Don’t Dissect Your Audience. Today we know more about our audiences than ever. Unlike television’s Nielsen Ratings, we have an almost instant ability to know everything about each individual enthusiast, from exact zip codes, lengths of engagement, level of interest, to type of computer, ISP’s, referrers, most popular regions, and every other intricacy you can think of. In most cases, we can find out exactly what they are saying about us, as soon as they say it. With this newfound wealth of information, we are now able to access market segments that only a few years ago we may not have known existed. This instant access allows for on-the-fly changes, adjustments, and an ability to tweak components of your campaign that speak directly to individuals as well as the overarching masses.
All in all, the internet is not our sole form of presence, but is a compliment to a larger world that we create and pull others in to so that they can discover and share valuable information about us. If we recognize that it’s not the whole, but a piece with many changing pieces within, we shall see a successful future.
Hey Everybody,
Here is some information on the Independent Television Festival taking place in West Hollywood’s Laemmle 5 on Sunset over the next few days. If you ever wanted to know the ins and outs of going from concept to pilot to major distribution, this is a MUST attend. Not only that, it’s a great network of established and up-and-coming powerhouses in media production. And to top it off, Genius Effect’s own Chris Denson will be a featured guest on the Multimedia Entertainment Panel on Wednesday August 5th.
If you’re around tonight, the Gala Event Kick Off is this evening with all kinds of complimentary food and drink. Press, Celebrities, and need-to-know professionals will all be in attendance. Bring business cards, bring ideas, bring an appetite, bring an open mind! … and don’t forget to iron your clothes.
See below for details!
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The Independent Television Festival is a festival for independently produced, original and innovative television pilots and webseries. It is the only festival for independently produced television pilots in Los Angeles, ITVFest prides itself on being for and about the pilotmakers.
In July 2006 ITVFest opened for business with the mission of altering the way the industry views television production by exploring the creativity that goes into independent production. In the inaugural year, the festival welcomed almost five thousand interested industry audience members, giving them the opportunity to experience the finest in independent television.
With the support of institutions like Budweiser, Current TV, Showbiz Software and Studio System and the talent of pilotmakers from all over the world, ITVFest proved that the world of successful independent production is not merely limited to the silver screen. ITVFest, in fact, quickly became a viable platform in which directors, writers and producers can showcase their original visions for the small screen.
At ITVFest, creative people can not only showcase their work, but also gain notoriety and opportunity through their independent television efforts. Pilotmakers showcased at ITVFest have gone on to get script deals with NBC, web deals with atomfilms.com, development deals at Leverage and Starz!, representation from UTA, 3 Arts and others and much more. Check out here to see some of the success stories that come from the festival. Winners of the third ITVFest also walked home with $5,000 in production support each.
Now in its fourth year, ITVFest stands poised to once again serve as catalyst for change in the ever-evolving television industry. Creativity is paramount at ITVFest, and being based in Los Angeles, the hub of television production, the festival provides the people who need to see your work the opportunity to do so.
by Chris Denson
Celebrity sex tapes have become a staple of success in pop culture. From Paris Hilton to Ray-J to Pamela Anderson, Kim Kardashian, Verne Troyer (aka “Mini-Me”) and everyone in between (no pun intended). It’s almost like you’re nobody until somebody _____s you on camera. Although it’s a sad state of affairs, there is definitely something to be learned from the sex tape play book. Here are a few golden points to take with you on your branding journey.
1.) Make Your Privacy Public. Everyone loves an inside sneak peek. Granted you don’t want to show everything you’ve got, but you do want to give your audience a little more than what they bargained for. “How To’s” and “DIY” are extremely popular sources of interactivity on line or even at a live event. Sharing a secret or two doesn’t give away the foundations of your business to the masses. Instead, the snippet only proves you to be an authority in what you do best. Just as the sex tapes are never fully lit and often don’t give you the full gambit of skill level, your brand’s sex tape should leave your audience wanting to see more of you.
2.) Always Do Your Best. If your corporate sex tape lacks the skill and polish your audience has come to expect, you’ll leave them disappointed and they are much less likely to come back for more. Although you’re giving a piece away for free, quality still comes first. If by chance the production resources are lacking, learn to play to it. You have to admit, there is something oddly intriguing and creative about “night vision.” On the other side of the token, a 90 minute feature projected that way will drive you up the wall. Know your intention and be empathic to your audience. The information you present and how you present it should be reflective of your brand’s integrity and consumer understanding.
3.) Know Your Partners. Celebrities constantly claim they don’t know how these “cut scenes” get out into the world. For now we’ll just call this the Deliberate Accident. It’s also the way viral marketing and word of mouth work. Find the right partners who will help you trickle your message down to their audiences and sit back and watch the waves of interest come your way. Notice we said the “right” partners. Just because a company or individual is “cool” or well respected doesn’t mean it’s the right one for your brand’s image. Be thorough, and be deliberate.
4.) For Pete’s Sake, Have A Story! The key here is to not leave your audience with a what-the-heck-was-that experience. There’s nothing worse than watching your favorite sex tape celebrity wander aimlessly, fumbling around in a dark room. Find your story, stick to it, and tell it well – and maybe even offer a special incentive or surprise ending for sticking around. You want your audience to be familiar with what their experience will be like – and delivered through a medium that speaks best to them. Any thing else is icing – if done well. If there’s no need for your brand to have a Facebook page, then don’t have one. Otherwise you’ll look silly. Learn to make the experience polished, deliberate and valuable. The idea is really to give the consumer a good show every time, and continually up the ante on your own abilities.
5.) Don’t Fake It. Everyone will know. Consumers are becoming wiser and wiser and have a propensity for knowing when they’re being duped. Be authentic. Be true to who you are and what you represent. There’s no need to do cart wheels and yell and scream, if that doesn’t come from a place of authenticity. If you’re sensual, be sensual. If you’re fun, be fun. If you’re political, be political. Keep your imaging and interaction as a mirror of who you are as a brand.
6.) Too Much of a Good Thing. Notice how there is very rarely, if ever, a celebrity sex tape “Part II.” At the end of the day, those who give too much of their goods away end up alone, broke, unhappy, or with some form of offspring they didn’t intend (remember Pepsi Clear?). It’s why Gilligan was always Gilligan. Sure it was a successful run, but did he get very many acting roles after that? None too memorable. The point here is not to beat your good thing into the ground. People will get tired of it, and they’ll get tired of you. Kenny Rogers said it best. “Count your money while you’re sitting at the table… Know when to walk away, know when to run.” That’s how we grow. The world is abundant, and success can be had many times over… but you have to pay attention.
Keep in mind this “sex tape” of yours is in no way literal. At least we hope not. It can be anything. A video. A promotion. A web series. An event. The choice is yours. Whatever you do, do it well.
