Storytelling: Captivate Your Audience with Interactive Online Video

16 January 2013

At its very core, marketing is storytelling, resonating emotionally with customers to project the right message at just the right time. This year we’ve seen more and more brands adopt storytelling but fail to connect to their audience. So why is that and how can you make sure your message is heard?
In March 2012, Internet Explorer launched a powerful interactive video campaign developing a completely new genre of brand storytelling and content driven marketing. With seamless original content, the experience was designed to showcase the latest version of Internet Explorer by deeply engaging a hard to reach audience.
Internet Explorer partnered with award-winning director of Shaun of the Dead and Hot Fuzz, Edgar Wright, and renowned Marvel and Lucasfilm illustrator, Tommy Lee Edwards, to create an animated crowd sourced online film called The Random Adventures of Brandon Generator with optimised visuals for users of Internet Explorer 9.
In Brand Republic’s next webcast, we discuss the genesis and scope of the project to find out how this unique campaign combined inspiration with insight to arouse and captivate the target audience's imagination, sparking extensive press coverage and a huge wave of positive sentiment across social media sites.

Sponsored by: Microsoft
* * * * -


Paul Davies

Job Title: Director of Marketing Communications
Company: Microsoft UK

Paul has 18 years of consumer marketing experience across a portfolio of well-known UK & International brands, with a background in digital media, technology & advertising.

He has an established track record in successfully developing these brands through traditional marketing channels such as TV & other ATL advertising, and also in digital channels such as display, search, social, mobile, & multi-platform partnerships.

His passion lies in delivering new & innovative consumer marketing programmes that drive genuine business success, and he is driven by creating and developing new marketing capability in organisations by building marketing excellence in the teams he leads.

In 2011, he was awarded Marketer of the Year, at the Marketing Week Awards. He is a sponsor of the Marketing Academy scholarship for emerging marketing talent, and sits on the Executive Committee of ISBA.

Moderated by:

Alex Whitson

Job Title: Director
Company: Brand Republic Insight

Alex founded and heads up a department within Haymarket that creates a range of online content for professionals across different B2B markets from renewable energy through to marcomms. As well as ensuring that your most pressing questions are fielded in the webcast Alex will also be drawing from his experience of marketing to different professions using everything from Facebook through to LinkedIn, mobile and email.