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SXSW Interactive 2014

Leveraging Emerging Media to Launch a TV Franchise

After a record-breaking 10-year run, Discovery’s hit series American Chopper was coming to an end. The challenge: How do you take highly engaged fans and launch a new “build show” franchise?

Join Discovery as they take you under the hood to see how they launched their hit series Fast N' Loud. Led by a marketing plan with an aggressive social, mobile and digital campaign, digital/social media buying plans, strong talent, live events, sweepstakes and multi-platform 360 programming, Discovery created its next hit franchise.

Join the stars of Fast N' Loud, Richard and Aaron, Discovery’s live second screen host Chris Jacobs, as well as the network leads of Marketing, Programming, Digital and Social for an uncensored look back at the launch of Cable’s #1 Monday night show and learn how you can use the same strategies in your business.

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Takeaways

  1. How do you successfully reinvent the "spin-off" show using Twitter, Vine, mobile apps, Facebook?
  2. How important is digital, mobile and social media in a linear TV environment?
  3. How important is multi-platform 360 programming to a television series?
  4. How do you turn fans into fanatics and feed their desires?
  5. Can you give us a "behind the scenes" view on the media buy on digital/social platforms that were part of the overall marketing strategy for launching a new series?

Speakers

Organizer

Josh Kovolenko, VP of Marketing, Discovery Communications

Meta Information:

  • Tags: television
  • Event: Interactive
  • Format: Panel
  • Track: Content and Distribution
  • Track 2
  • Level: Advanced
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