SXSW 2012 - Suspending Belief in an Age of Disclosure

Suspending Belief in an Age of Disclosure
Event	Interactive 2010
Format	Panel
Organizer	Steve Coulson – The Advance Guard
Description	As social media leads us to a world of ever more transparency, we'll examine the place of the subterfuge, the hoax and the bluff in marketing & advertising programs, and ask - how would Barnum, Orson Welles and Clifford Irving be marketing cars, movies and soda without being accused of deceptive practices?
Questions Answered	Is disclosure in marketing now always necessary? Does it threaten a bloggers reputation if they are part of the hoax? Can you effectively use twitter to spread a false rumor for positive purposes? How do you establish the ground rules for an ARG style marketing campaign How True Blood convinced the world that vampires might be real Should the audience or the authors reveal the secret, and at what point? What are the pitfalls for major brands and the impact on their other social media initiatives? What happens when an audience takes your campaign into uncharted territory? How to react when the social media community "outs" you Fake social network profiles - part of the game or a violation of ToS?
Level	Intermediate
Category	Advertising, ARGs, Branding / Marketing / Publicity, Community / Online Community, Social Networking

Suspending Belief in an Age of Disclosure