This keynote presentation will explore user engagement in building community around a property though a case study exploration of The Conversation, an interactive companion project for Sarah Polley’s film Take This Waltz. This experimental advertising campaign was designed to build a community and audience for the film several months prior to the release of the film. The presentation will be followed by a Q&A led by Anthea and Aislinn Rose, the project’s Community Manager.

http://socialmediaweek.org/event/?event_id=1710

When Participation Becomes Promotion – How to use online participatory and social story to draw users into your IP.

Using a film in production this explores the nature of social media as a way to create major interest in your project by getting users involved in the creative process

A presentation from Anthea Foyer (post throat infection!) given at the inaugural Screen Australia & StoryLabs digital ignition lab held in Robertson in late November 2011.

Podcasts produced by Gary Hayes / Story Lab

StoryLabs01_AntheaFoyer.mp3