Adobe
Microsoft
Situation
Traditional Media in Transition was an original web video series exploring the challenges and triumphs as major media companies shift strategy and execution towards digital environments. Aimed at C-level executives and major media decision makers, the series featured interviews with producers, executives, and technical experts from The Associated Press, Nickelodeon, The Colbert Report, The Wall Street Journal, TruTV, @radical.media, Blip.TV, and other media industry leaders.
Solution
The series was sponsored by Microsoft and Adobe, with support from the PGA, BAVC, and NYWIFT. Throughout the series, the sponsors received explicit (adjacent advertising, logo inclusion, video advertisements) and organic (use and verbal endorsement of sponsored technology) endorsement.
Result
Traditional Media in Transition was one of the most in-depth looks at the evolving media landscape at its time and featured broadcast-quality production values. Episodes were picked up by major media portals and aggregators across the web and aired at exclusive media industry events, helping to shape and shift the opinions of some of the most powerful media decision makers in the world.
