Tag Archives: multimedia

The Secret to Real-Time Storytelling Revealed at #SXSW

What’s the secret sauce for real-time storytelling? Telling a story as it unfolds requires significant planning.  At SXSW today, I got a look behind the scenes at the making of the Melbourne Remote Control Tourist campaign, an extraordinary piece of work masterfully produced by Clemenger BBDO Melbourne, Tool and Exit Films for Tourism Victoria. Our guides were:

Dustin Callif, managing partner of digital, Tool North America

Jason Nickel, interactive director & technologist, Tool North America

Jason Zada, director, Tool North America

Together, the three told the story of creating the Remote Control Tourist (“RCT”) an example of what they call real-time storytelling, which they describe as the merging of social media and live action, and having the audience impact what’s happening with a narrative.

The project started with the task of “curating the city,” which involved finding the best and most interesting things in Melbourne, but doing so with an eye toward the logistics of filming.

“You have to start from the standpoint that this will be something good that people will want to watch,” noted Zada. “The second you started being boring, people start leaving. When you are doing  a show like this, every single second needs to be as interesting as it can be.”

The user interface also required an extraordinary amount of work. There were a lot of moving parts, starting with an interactive map, into which the team built a lot of functionality including realtime updates on the RTC’s status as well as background  information and context for each location.  All of this was framed around the live video, and overlayed with near real-time social interactions.

The campaign exposed the fun and positive messages about Melbourne to more than 100MM people worldwide, and resulted in the world’s first crowd-sourced city guide.    Thousands of people made requests of the tourists during the live window, and the wide-ranging RTCs garnered some surprising celebrity cameos, too.  Despite the visibility generated, at the end of the session, Callif noted the value of high quality owned media and recognized that even more could have been done.

“There’s a PR hook in this stuff that needs to be capitalized on,” he said, noting that in the next project, he’d want to more emphasis on  leveraging the content to earn more attention.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

PR Pros’ Resolutions Map to Top PR Trends [Infographic]

pulse pr resolutions

Using more video in communications and incorporating content marketing or “slow PR” tactics into the mix top the resolutions of the public relations pros who responded to our informal survey last week.     Two perennial challenges – improving PR measurement and better utilization of social channels – are also high on PR’s list of things to do this year.

However, another trend evidenced itself in the write-in responses to the survey.  Numerous respondents noted that they plan on taking a more proactive approach to PR this year, with decided emphasis on ferreting out opportunities for their brands and emphasizing positive stories.

pulse pr resolutions writeins

One respondent managed to encompass numerous tactics in their write-answer, resolving “To reinvigorate pitches, processes, messaging, imagery, cross-platform opportunities, and otherwise bring more fun and new life to clients and projects.”

Not surprisingly, the resolutions map neatly to emerging PR trends – especially broad general agreement among prognosticators about how PR teams are going to be doing less media relations, and more media creation.  Christopher Penn of Shift Communciations summed up this trend in a post about PR trends to watch published last fall:

“As traditional media either evolves or dies, the traditional media relations-only model of PR will evolve or die with it. Public relations work will transform more into earned, owned, and paid media generation, and PR professionals will find themselves increasingly doing work that transcends the traditionally rigid boundaries of earned, owned, or paid media.”

The PR resolutions about video also correlate with a survey PR News and  PR Newswire conducted last year about the use of multimedia in public relations, in which respondents overwhelmingly agreed that in particular that PR doesn’t use enough video (and that they planned to use more video in 2014.)

These survey results and the underlying trends suggest (to me at least) that 2014 will truly be a year of transformation for public relations, offering opportunity for dialed-in communicators to create potent connections with audiences, fueled by excellent content and social interactions.   Do you agree?  What’s at the top of your PR to-do list for 2014?

Need some ideas and inspiration for generating great PR content? I’m hosting a free webinar tomorrow, January 23 on this very topic. Register for Newsworthiness: New Context & Opportunities for PR.
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the e-book  New School Press Release Tactics.  Follow her on Twitter at @sarahskerik.

Multi-channel distribution of multimedia content drives results

sodexo caseThe lines between marketing and PR are blurring, as social media and content marketing continue grow in importance. The reasons for these changes are many, including the evolution of the media environment, changes in how people find and consume information, how search engines index and serve up results and the swift adoption of mobile devices and tablets by both consumers and business decision makers.

“Shift your mindset from news-making to conversation-joining.” lil tweet

audinece at the centerCommunications tactics have evolved, and a great example of a blended approach that reaches audiences in new ways – and achieves new outcomes for the brand – is Sodexo’s use of PR Newswire’s ARC engagement platform to reposition the brand as a quality of life provider, reflecting the company’s expansive portfolio of services.

To capitalize upon the publication of the company’s annual “Workplace Trends Report,” the Sodexo team worked with PR Newswire’s MultiVu division to create and host a variety of content elements within an ARC.

 

sodexo case mnr

The ARC is essentially a custom microsite, albeit with an important twist.  Dynamic, multi-channel distribution of the content housed in the ARC is built into the platform.  The result?  The Sodexo ARC provided an in-bound microsite, designed specifically for the brand’s target audience.  But with content distribution built into the platform, the ARC also provided strong outbound traffic to Sodexo web properties.

“The ARC functioned much differently in this respect than our corporate web site,” noted Stacey Bowman-Hade, director of public relations for Sodexo. “I think the ARC is a great tool for combining your marketing and public relations efforts. If you have similar goals in marketing and public relations for pushing out different pieces of content, the ARC is a very good tool for the collaboration of those departments in achieving the same goals.”

And in an interesting twist, the company’s sales team found another application for the ARC, using it as a ‘mobile app’ enabling them to engage customers with highly visual thought-leadership content.

The ARC delivered a variety of results for the company, including increased awareness of the company’s new positioning, and even more importantly, engagement and conversation around those efforts, in addition to significant media visibility.

“To date, we’ve seen 56 million impressions that the ARC has given us just in content, and that is across many media outlets,” said Kevin Rettle, director of marketing at Sodexo. “I think more importantly, when you look at traditional strategies, the quality of the content that we’ve delivered is much higher; for us, it is so much more about the ability to stay top of mind with a client with research and true thought leadership rather than just flat and static advertising.”

Read the full case study, along with interviews of the Sodexo team and view Sodexo’s ARC here:  Using a Campaign Microsite Presence to Establish Industry Thought Leadership

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebooks  New School Press Release Tactics and Driving Content Discovery. Follow her on Twitter at @sarahskerik.

Content We Love: Just in time for the weekend — flying bratwurst!

A virus is typically something to be avoided. Unless you’re mapping out a marketing campaign that includes a video element shared on the World Wide Web. In that scenario, a virus is sought after; one that spreads rapidly by word of mouth and social media.

The viral video is difficult to plan, and even more difficult to contain. But, in order to catch on, it must be seen or it will never be heard. The announcement of a recently launched contest by bratwurst specialist Johnsonville Sausage had our office abuzz. “Have you seen the flying brats?” was no longer an odd question to ask.

It all begins with a few words. In this case the release serves as a call to action for readers to take part and create their own bratwurst-themed content.

 Wondering where to begin?

Let the company’s original music video serve as inspiration. Johnsonville’s Brattender gave an awe-inspiring performance encouraging us to aim for grilling perfection.

If you haven’t heard it enough, multimedia drives engagement. The written word comes first, but adding a visual element (or several) brings it to the next level.

Make it social

When I initially read it I was intrigued by the contest: create a video about upholding the integrity of an unpierced bratwurst and you could win. But where does one start? I’m not a lyricist!

Thankfully the lyrics are written out and shared via Johnsonville’s Facebook page, which they guide the reader to with hyperlinks. Ding, ding!

Thank you to Johnsonville Sausage, LLC for whetting both our taste buds and our ear buds with a content-rich, engagement-packed and buzz-worthy release!

http://www.prnewswire.com/news-releases/bratwurst-anthem-inspires-avid-grillers-and-wannabe-rockstars-alike-215764361.html

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her adventures on http://www.ghanaseewhaticansee.wordpress.com or on twitter at @alyselamp.

mlm ebookHow does your organization incorporate multimedia content into its communications strategy? Respond to the survey PR News and PR Newswire are fielding by July 29, and we’ll send you a free copy of PR Newswire’s new ebook, Unlocking the Power of Multimedia Content for Communication, Conversion and Engagement. Survey link: http://www.prnewsonline.com/multimedia-survey/