Real-time marketing. Converged media. These concepts are alluring, but a bit nebulous. What do they really mean? Can a small niche outdoor or travel brand take advantage without a multi-million dollar budget?
Mike Geraci, MercuryCSC's VP of Converged Media, shares the answers to these questions and some tips for agency organization and brand thinking.
Real-time, Converged Marketing Campaigns in the Travel and Outdoor Industries
Brand Marketing in Real Time
OIA Outdoor University, August 1, 2013
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V.P. of Converged Media at MercuryCSC, a leading
creative voice in the geotourism and outdoor industries.
Mike is charged with creative direction and
orchestrating brand communication strategies across
paid, earned, owned, and social media channels.
Media BrandContentPRNon-Profit ConvergedPSB “White Mike”
Overview for today
• CONVERGED: WHAT DOES IT MEAN?
• HOW DID WE GET HERE?
• FUNDAMENTAL PRINCIPALS
• INFINITE LOOP of AWESOMENESS
• CASE STUDIES: CHICAGO, KICKSTARTER
• ROAD BLOCKS FOR AGENCIES, DEPTS
• HOW DO WE GET THERE?
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Fundamentals for Converged
• BRAND DRIVEN
Brand as Media
• CONTENT IS KING
Content as Product
• INTEGRATED DISTRIBUTION
Earned. Owned. Paid
• CONSUMER CENTRIC
Be of Service
1. Media disruption
3. Brand as media
4. Social Integration
The Pulitzer committee noted,
was ”enhanced by its deft integration
of multimedia elements” including
extensive video, animation
Won a Peabody this week for being
”a spectacular example of the potential
of digital-age storytelling.”
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