New Media Marketing

Keynote: The New Media Rollercoaster, Cynthia Gordon, VP of New Media Marketing from Universal Orlando Resort

The internet has completely revolutionized and transformed people’s lives.
It’s like a giant collective brain, and we’re sending messages back and forth to each other.
The consumer is in control. Blogging has become mainstream. The past couple of years has shown me that I need to pay attention that. I also needed to find new and innovative ways to get in front of the audience.
CNN is an adaptable channel, they partnered with YouTube to bring the debates to the masses. They figured out the concept of citizen journalism.
John Stewart and CNN iReporting video.
We went from 3 channels to over 100 channels doing multiple shows a year. It’s must more difficult to be a marketer at these companies.
Ultimately, TV is still people’s preferred medium of watching shows, and that will drive online viewing.
You can’t stop technology, you have to make it easier for people to get your content.
Discussed Halloween Horror Night
Brought up efforts for Harry Potter theme park opening.
Both of these did happen some time before a Press Release was put out.
To promote the opening of a new Simpson’s Theme Park, Universal leveraged the millions of avatars that were made in the wake of the Simpson’s movie and made an online world for them to play in.

New Marketing Summit: The New Media Rollercoaster