2OTH CENTURY FOX
DIGITAL MARKETING SUMMIT
We created a one-day conference introducing Fox’s entire marketing department to some of the most important themes in digital marketing. The symposium included senior executives from Fox, leading qualitative market researchers and live panels with moviegoers. Tying the whole event together was a video display featuring research findings and quotes taken from interviews with advertising executives about digital strategy and marketing.
20TH CENTURY FOX
DIGITAL MARKETING SUMMIT
CHANGING THE CONVERSATION
In 2012, FOX's marketing department had over 100 marketing executives - nearly all were focused on traditional media with just a few focused on the digital space. They needed help adapting new strategies to reach their evolving consumer.
At that time, 20th Century Fox marketed major motion pictures in a very traditional way spending roughly $25M marketing each film through traditional channels – and just $1M online. As staggering as this was, it was common practice in the industry. 20th Century knew they had to adapt, but were struggling with where and how to begin. What they needed was to introduce their entire marketing department to a new approach and do so in a way that was exciting and not threatening.
We developed a strategy for a one-day conference to introduce Fox’s entire marketing department to some of the most important themes in digital marketing. We created a symposium that included senior executives from Fox, leading qualitative market researchers and live panels with moviegoers.
Tying the whole event together, we produced a video display featuring research findings and quotes taken from interviews with several leading advertising executives about digital strategy and marketing.