This week Mike sat for a lengthy interview with Dan Koelsch and Scott Caldwell from MovieViral.com to talk about online extensions and narrative-based marketing for films and entertainment properties. You can grab the MP3 here, subscribe to the podcast in iTunes [iTunes link], or stream it from MovieViral.com. Big thanks to Scott and Dan for the great chat!
If you missed the Futures of Entertainment 4 Conference at MIT last month you can watch the panels online here. Below is the panel with Campfire’s Mike Monello, Producing Transmedia Experiences: Stories in a Cross-Platform World.
This week, Mike will be attending (and speaking at) Futures of Entertainment 4, hosted by the Convergence Culture Consortium at MIT. His panel is on Producing Transmedia Experiences, and hell be among an impressive line-up of creators and scholars. If you are attending, look out for him. He’ll be happy to connect!
And boy do they look pretty splayed out across our conference room table. While it was easy displaying them, getting them to our office from Chicago was a very different story.
It all started last Thursday at the Pro Awards, where Jeremiah Rosen and James Young represented Campfire. Continue reading…
Let’s get this boat floating, shall we. Yesterday, Campfire took home a whopping SIX awards at the 19th annual Pro Awards for our work on HBO’s True Blood. Not only did we receive top honors in every category in which we were nominated, but according to the Pro Awards themselves, last night was the first time a single campaign had EVER won so many categories. Obviously, we’re pretty pumped.
Take a look at the awards we wrangled in:
Best Multidiscipline Campaign
Most Innovative Communication Strategy
Best Use of Viral Marketing in a Promotion
Best Idea or Concept
Best Creative
Best Overall Promotion of the Year (well, shucks)
Campfire’s next big success story – figuring out how to get 50 lbs. of glass statuettes home from Chicago. Stay tuned.
With Ad Week at full-tilt right now, NYC is abuzz with people meeting, people greeting, and people bagging 4 Mixx awards. Aw snap!
The Mixx Awards is a highly acclaimed interactive award competition presented by the IAB and judged by brand marketers, media executives and agency experts from across the country. Some of Campfire’s best and brightest (and currently, most hungover) were there last night to accept awards for our True Blood: Revelation campaign in the following categories:
Gold: New Product Launch
Gold: Digital Integration
Silver: Social Marketing
Bronze: Interactive Video
Not only are we extremely proud of being honored at such a prestigious event, we’re pleased to say we received an award in every category in which we were entered! Better yet, those awards are like, really heavy. We kind of like to think of their weight as being in direct proportion to the amount of work we put into making the campaign really special…because, seriously, if I had to break a window or something (in order to rescue a helpless kitten from a burning pet store, duh), I’d take the Mixx Award over a brick any day.
A lot of love goes out to Deep Focus and …and company too. They helped us out tremendously with the campaign and we’re pumped they were there to share the honor with us as well.
Head over here to take a peek at all the other Mixx Award Winners. Look below to see He-man C.C. hefting one of those beasts with only one hand! Don’t challenge this guy to an arm wrestling competition if you know what’s good for you.
Finally, our managing partner Steve Wax was asked by the conference to create a presentation on “What Advertising’s Creative Revolution Means to Me”…or ”him”…I hate it when that happens.
Anyway, Steve talked about the importance of finding an audience, entertaining them, measuring them, and fostering debate between them – all done with a brand at the center. According to Steve, “The audience is now our creative partner” and “We have to recognize [they are] up on stage with us.”
Furthermore, Steve based his entire presentation around a metaphor relating to public nudity, so there. Take a gander at Mr. Wax telling-it-like-it-is below (alas, birthdaysuitless)
from left: Jeremiah Rosen; Steve Wax; Mike Monello; Steve Coulson; C.C. Chapman
Campfire announced today that we have acquired The Advance Guard, CC Chapman’s and Steve Coulson’s highly influential social media company. TAG, as we call The Advance Guard, is one of the first marketing consultancies to focus on the consumer conversation side of emerging technology and community platforms.
We’re extraordinarily happy to have CC, Steve, and their key producer, Victoria Fishel, joining our merry band!
We’ve been working with TAG on a number of our campaigns: HBO’s ‘True Blood’ both 2008 & 2009 seasons; Three years of Verizon’s FIOS TV makeover series, ‘My Home 2.0’; Discovery’s terrific ‘Shark Week’ event programming; and Snapple’s ‘Real Facts’ initiative.
We’d like to welcome The Advance Guard!
Here are a few of the quotes from our release:
“This acquisition was a natural step forward in providing Campfire with access to The Advance Guard’s thinking from day one,” explains Steve Wax, Managing Partner. “We are delighted to have them in-house at Campfire.”
Jeremiah Rosen, Partner and Director of Accounts, commented, “Steve and C.C. have proven themselves crucial to our ideation and execution process time and again. And we now have a new, accessible offering for our current and prospective clients.”
“We’re eager to fully integrate our process into Campfire’s legendary narrative efforts in marketing,” says C.C. Chapman. “Bottom line, brands should be managing their own conversations – and the trend toward bringing on experts to help them do that will continue to grow. Both The Advance Guard and Campfire were built to assist brands in precisely this way, and we look forward to a successful and entertaining ride.”
“Steve Coulson and C.C. Chapman are the master navigators behind the social media scene who make transmedia storytelling possible,” remarks Mike Monello. “We think cross-platform, they execute cross-platform. We create addictive and entertaining content, and they disseminate it strategically based on research and analytics. It’s a perfect match that brings Campfire completely full circle and full service.”
For the Social Media Press Release visit: http://www.campfirenyc.com/SMPR/campfire_acquires_tag/ and http://www.theadvanceguard.com/
Technorati Tags: advertising, Advertising Agencies, Campfire, HBO, MyHome2.0, Shark Week, Snapple, TAG, The Advance Guard, True Blood, Verizon
Current mentions DIY DAYS from lance weiler on Vimeo.
I’m speaking on a panel at DIY Days Philadelphia titled “Extending The Experience.”
PANEL – EXTENDING THE EXPERIENCE
With a decline in the penetration of traditional advertising due to digital technology and the emergence of an on-demand culture, studios and brands are experimenting with extending the way they reach audiences and potential customers. ARG (alternate reality games), virtualization, visualization, geo-locational services, augmented reality and mobile apps are all extending storytelling experiences. But how do you strike the balance between an industry that has come to measure itself by impressions with the value of audience engagement? Where does IP reside when authorship changes and the audience or consumer becomes creator? And is it possible to channel brand dollars into original content? MICHAEL MONELLO (Campfire, producer of the Blair Witch Project), BRIAN CLARK (founder of GMD Studios) and DAVID BEARD (Chief Technology Architect STM), JOHN THREAT (media threat) MODERATOR IVAN ASKWITH (Big Spaceship)
There’s a great lineup of speakers and events, and best of all it’s FREE to attend. All the details are at the DIY Days site. It’s a great way to spend a Saturday and meet a lot of smart people who are actually creating great things. Hope to see you there!
A Brief Timeline of Radio Broadcasting: The radio was invented many years ago. Then Orson Welles scared some people with it. Then music was played on it. Following that, there was a long stint where nothing important really happened…until now.
This morning, our managing partner Steve Wax took to the airwaves to chat viral advertising with John Hockenberry, host of NPR’s “The Takeaway”. Steve and John were joined by Brian Morrissey, Digital Editor for Adweek magazine.
The discussion’s focal point was the success of the campaign we ran for HBO’s “True Blood” last year, as well as the increasing prevalence of similar viral initiatives and what it takes for them to succeed. If that’s not draw enough, you get to hear John call Steve “Stevey”.
Click below to listen to the full interview. Google “radio” if you want a proper history.
Technorati Tags: Hockenberry, @bmorrissey, True Blood, Viral Marketing
10 years ago today, The Blair Witch Project was released on a limited number of screens in the US. If you are in Los Angeles on August 20, we’ll be screening the original Sundance print of the film at the American Cinematheque Egyptian Theater, but for the tenth anniversary, I thought I would post some links to personal recollections of Blair Witch. After all, the story is as much theirs as it is ours.
Horror filmmakers Eric Stanze and Adam Green remember on FEARnet
Mary Elizabeth Williams, the Salon.com film critic who reviewed it, on the tenth anniversary.
Jennifer Thomas recollects her experience
Adam Rosenberg from MTV Movies Blog remembers
Finally, our good friend Dan Karcher reminisces on the original Haxan Films blog.
CAMPFIRE WINS FOUR IAB MIXX AWARDS FOR HBO’s TRUE BLOOD Campfire’s True Blood: Revelation Campaign Wins Best Product Launch, Best Digital Integration, More. NEW YORK, September 24, 2009 — Campfire, the New York based marketing shop, took home four awards on Tuesday night at the International Advertising Bureau’s MIXX Awards for work on HBO’s True Blood. At [...]
Yosuke Hiraishi, our intern from Dentsu of Japan attended our receptionist’s band Aviation Orange’s performance at the Crash Mansion. His account is highly visual. Check it out. Technorati Tags: Campfire
Frenzied Waters, Campfire’s big summer campaign for Discovery Channel’s Shark Week, was a huge success.
Campfire’s own Jeremiah Rosen was recently interviewed by the Financial Times as part of an in-depth piece on our newest campaign for Season Two of HBO’s True Blood. On top of the partnership with Gawker media that is helping to redefine what an “ad buy” can be, the article also covers the brand partnerships, facilitated [...]
Campfire’s trans-media advertising campaign for the second season of HBO’s True Blood continues to gather a ton of attention. The in-story acquisition of vampire news blog BloodCopy by the Gawker network has gotten a lot of people talking and has now made its way into the Associated Press news wire. Click here to read the [...]
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