Paul Matthaeus Presentation Topic
EXPERIENTIAL MARKETING: Creating Brand Theatre
With the proliferation of screens, channels and touch points, “nontraditional branded content” continues to be heralded as the path redemption from traditional paid media advertising. Yet without the captive viewership of traditional media, this new content needs to capture audiences in new ways– while still delivering on brand.
Experiential marketing lies at the intersection of entertainment, advertising and technology– using high-touch sight/sound/motion environments that create genuine theatre around a brand.
Matthaeus will discuss large screen, experiential projects where the medium truly is the message. Where media and event environments are living metaphors of the fundamental brand essence.
Borrowing from decades of producing content for both television entertainment and advertising— working with Robert Redford to Coca-Cola— Matthaeus will share his ideas on how to invent truly original and ownable stunts, environments and experiences for today’s brands.
