âRise of the SuperFans: Growing TV Audience by Empowering Digital Communitiesâ
Content Marketing World 2011 âRise of the SuperFans: Growing TV Audience by Empowering Digital Communitiesâ Josh Richman, Vice President of Marketing, WGN America Keith Blanchard, Creative Director, Story Worldwide âInvolve the fansâ is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcastingâs national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it. This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features âSuperfansâ in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each showâs existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.