Trailer Park Studios and UK-based Contagious Magazine jointly produced an industry seminar entitled “Next Generation Content” at Trailer Park’s Hollywood offices, in which the theme of “How external forces are making their influences known in the world of marketing” was presented.
Speakers during the “Next Generation Content” event included Susan Bonds, President & CEO, 42 Entertainment; Rick Eiserman, CEO, Trailer Park; Jessica Greenwood, Deputy Editor, Contagious Magazine; Nathan Martin, CEO, Deep Local; Sha Hwang, Design Technologist, Stamen, and Devora Rogers, Associate Director, IPG Media Lab.
The premise of the event was to demonstrate that, with the advent of digital media, the need for brands to be fluid, reactive and engaging has never been greater. Questions presented included: Across the industry, how is this being achieved? And what new models have emerged to best provide clients with the sort of content that spreads and sells?
The “Next Generation Content” event suggested that this new content is more than merely virals and microsites, but, instead, requires structure, an understanding of media convergence and bespoke communication. Cannes Grand Prize winning alternate reality game experts, data visualization specialists and strategic mobile and media marketing authorities debated these topics. These industry experts also discussed how to best leverage new platforms and distribution mechanisms to create the sort of following–whether for a brand or a platform—that guarantees the difference between success and failure.
Regarding the event, Mr. Eiserman said, “The advertising industry, including agencies, clients, and production companies, are entering a content revolution. The purpose of the event was to expose the audience to next generation content – from sources of idea generation, to actually executing those ideas in the marketplace.”
Mr. Martin’s talk covered the topic of “Gutter Tech,” a term his company uses to describe the process of applying the culture of artists to the opportunities and challenges of business, in which “thinking about technology last—instead of first” should be the norm. Mr. Eiserman discussed how, in this new age where brands need to produce more content than ever, brand marketers need to be able to respond more quickly to changes in the marketplace. These marketers also need to segment content to a greater degree than they’ve done in the past, since traditional production models and solutions can now fall short.
Mr. Hwang’s presentation depicted “how to withhold assumptions, and work on all levels of the heap,” to remain flexible and innovative. His speech was entitled “Blind Dates with Data.” Ms. Bonds discussed “World Building,” describing the ways in which “alternate reality” can bring in an audience and give them a strong role in how the story plays out. She also talked about the unique opportunities technologies, platforms, social networking and the Internet have created for future storytellers, world builders and content creators.
Ms. Greenwood talked about “Keeping Pace with the Shape of the Internet,” while Ms. Rogers discussed how marketers can succeed in today’s dynamic media environment, by staying ahead of the digital curve, and keeping a finger on the pulse of the latest consumer technologies.
ABOUT CONTAGIOUS MAGAZINE
Based in the UK, Contagious Magazine acts like a creative early warning system. Its quarterly magazine identifies the ideas, trends and innovations behind the world’s most revolutionary marketing strategies. Its accompanying DVDs showcase over 60 pieces of high quality creative work sourced, globally. Each campaign is presented in a ‘challenge/solution/results’ format, which analyses the effectiveness of these innovative marketing solutions. For more information, please see: http://www.contagiousmagazine.com/
ABOUT TRAILER PARK
Based in Hollywood, CA, Trailer Park is a hybrid agency where “thinking meets doing.” With an agency staff of over 325 contained within a 65,000 sq ft production facility, Trailer Park services span concept through production. The agency’s client roster includes Netflix, Lucas Arts, Nestle, Disney, EA and more. For more information about Trailer Park, please visit http://www.trailerpark.com or http:/www.trailerpark-studios.com.
