Producers and networks need to do more to attract new viewers in this competitive Netflix-enabled, online-streaming self-scheduled mediascape. Fortunately, digital and social media is a cost-effective conduit to reach out to interest groups, with targeted engaging audience-building efforts.

Playback has invited those who are having success in this arena to share how they “earn” media to cost effectively build audience, and how producers can be more proactive and creative when it comes to getting the word out.

Participating on the panel are Lauren Jacob, who managed the digital marketing campaign for the Hunger Games and Vanessa Piazza, co producer of the hit show Lost Girl.

As the Digital Marketing Manager of theatrical releases, Jacob oversees interactive marketing campaigns as they are executed across digital, mobile and social platforms, focusing on a holistic, integrated approach to interactive marketing. In addition to the Hunger Games Jacob has worked on such films as Resident Evil: Afterlife 3D, The Fighter and Immortals.
Piazza is co-producer of the hit supernatural show Lost Girl, which capitalized on a strong response to the show in the social media space and is now filming its third season. Since its debut, Lost Girl’s producers have catered to the digital crowd, with fan sites, online contests and social outreach, helping grow a dedicated and interactive audience.

Also on the panel are:

Speakers:		Moderator:
Jason Chaney Vice President, Strategy Tribal DDB Toronto	Danish Vahidy Director of Marketing Mongrel Media	Alan Gee Partner & Chairman Blammo Worldwide

Jason Chaney leads the planning and strategy team responsible for creating digital, mobile and social strategies for clients, like successfully enlisting the social media site StumbleUpon to drive traffic in support of TELETOON’s Retro Hall of Fame contest.

As the Director of Marketing at Mongrel Media Danish Vahidy relies on innovative and impactful marketing for the art house, foreign and independent feature films and documentaries the distributor is known for, like getting the stars of Score: The Hockey Musical to sing the national anthems at NHL games.

Over his two decade career Alan Gee has won numerous international accolades for his advertising acumen, and is a big advocate of the power of social media. The two-time Cannes Lions-juror had huge success himself with a spoof video agency promo that was picked up as news internationally.