2010 Media, Entertainment & Sports WEEK AT UCLA (January 25 - January 30, 2010)

hosted by:

Monday, January 25 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Luncheon Presentation) 

 SESSION TITLE   Brand Management via Private Online Communities 

 PRESENTER   Tim Bergin (Senior VP, Client Services) – ThinkPassenger.com 

 DURATION   PM 12:15-13:45 

 LOCATION    UCLA Faculty Center (Sequoia Room), UCLA South Campus (see Map) 

 PRESENTATION CONTENT 

Top brands are creating private online communities for gathering insights, driving innovation and 

building advocacy and loyalty.  The creation of branded communities for a variety of business 

objectives, from connecting with customers to collaborating with employees or partners, is being 

more and more enabled via social media technologies such as the one developed in Passenger’s 

configurable interface and rich feature set. This presentation examines the role of online private 

communities in engaging consumers and empowering media brands as a means of tailoring 

targeted solutions for businesses across all industries; pursuing the common goals of improving 

their products and services; collecting insights and evolving their brand in real-time as a result of 

community findings. 

Monday, January 25 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Evening Event) 

 SESSION TITLE   Opening Night – Media & Entertainment Week 

    Film Screening:  2009 Sundance Documentary, “Art & Copy” 

    Followed by “Live Sequel” Panel Discussion 

 INSTRUCTOR   Not applicable 

 DURATION   PM 18:00 – 21:00 

 LOCATION    James Bridges Theater – UCLA South Campus (see Map) 

EVENT CONTENT 

FILM SCREENING: 

2009 Sundance Documentary, “Art & Copy” 

ART & COPY is a powerful documentary about advertising and inspiration. It reveals the work 

and wisdom of some of the most influential advertising creative leaders of our time -- people 

who've profoundly impacted our culture, yet are virtually unknown outside their industry. 

Exploding forth from advertising's "creative revolution" of the 1960s, these artists and writers all 

brought a surprisingly rebellious spirit to their work in a business more often associated with 

mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal 

Riney and others featured in ART & COPY were responsible for "Just Do It," "I Love NY," 

"Where's the Beef?," "Got Milk," "Think Different," and brilliant campaigns for everything from 

cars to presidents. They managed to grab the attention of millions and truly move them. Visually 

interwoven with their stories, TV satellites are launched, billboards are erected, and the social and 

cultural impact of their ads are brought to light in this dynamic exploration of art, commerce, and 

human emotion. 

“LIVE SEQUEL”  

A Panel Discussion with Filmmakers & New Digital Advertising Creatives 

A panel discussion with the filmmakers and today’s digital creative leaders in advertising will 

follow, examining the impact of digital technologies on the business of advertising and marketing 

and upon culture as a whole. 

Tuesday, January 26 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Luncheon Presentation) 

 SESSION TITLE   Creative Advertising in Entertainment Marketing 

 PRESENTER   David Stern, Managing Partner – Create Advertising 

 DURATION   PM 12:15-13:45 

 LOCATION    Ackerman Building, VPC Theater 

 PRESENTATION CONTENT 

In today’s extremely competitive environment for the release of theatrical motion pictures, it has 

become critical to design and execute unique ways to market a film.  Coming up with innovative 

strategies using editorial, graphics, copy and music are just part of the execution process in 

developing campaigns to meet today’s marketplace challenges.  Giving the film a personality.  

Making it memorable, immediate and something audiences want to emotionally embrace are how 

motion picture studios and marketers look to get the job done.  This presentation examines the 

creative advertising process in marketing motion pictures, with an eye on identifying the challenges 

and opportunities posed by specific motion picture properties and the tactics filmmakers, studios and 

agencies must employ to successfully navigate a film’s release into the marketplace.  The 

presentation will include a discussion of many eye-catching cases and examples.  

Tuesday, January 26 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Evening Event)

 SESSION TITLE   Premiere of the Lecture, "CONVERGENCE CULTURE:  Revenge of the 

Origami Unicorn - Seven Principles of Transmedia Entertainment,” 

from famed Author and Professor, Dr.Henry Jenkins. 

  Followed by “Blue-Chip” Panel Discussion:  The Business of Digital  

World-Building and Transmedia Entertainment 

 DURATION   PM 18:00 – 21:00 

 LOCATION    UCLA Fowler Museum 

EVENT CONTENT 

PREMIERE OF LECTURE:   

Revenge of the Origami Unicorn - Seven Principles of Transmedia Entertainment 

Transmedia storytelling, as defined by Henry Jenkins in his 2006 book Convergence Culture, is 

storytelling across multiple forms of media with each element making distinctive contributions to a 

viewer/user/player's understanding of the story world. By using different media formats, it 

attempts to create "entry points" through which consumers can become immersed in a story world. 

There are two prominent factors, driving the growth of transmedia story-telling. The first is the 

proliferation of new media forms like video games, the internet, and mobile platforms and the 

demand for content in each. The second is an economic incentive for media creators to lower 

production costs by sharing assets.  With transmedia, each part of story is unique and plays to the 

strengths of the medium. The result is a new kind of narrative where story flows across each 

platform forming a rich narrative tapestry that manifests in an array of products and multiple 

revenue streams.   These ideas and more are just part of a special evening and premier lecture on 

“convergence culture” from acclaimed author and professor, Dr. Henry Jenkins. 

PANEL DISCUSSION: 

The Business of Digital World-Building and Transmedia Entertainment 

A panel discussion with today’s creative leaders in digital worldbuilding across various 

entertainment sectors will follow, examining the role of narrative in the design of transmedia story 

experiences and the various businesses of transmedia entertainment. 

Wednesday, January 27 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Luncheon Workshop)

 SESSION TITLE   Collaboration in Teams via Agile Adaptive Management (AAM) 

 PRESENTER   David Spann – Managing Partner, Agile Adaptive Management 

 DURATION   PM 11:30-14:30 

 LOCATION    UCLA Faculty Center (Sequoia Room), UCLA South Campus (see Map) 

 WORKSHOP CONTENT 

The most compelling opportunity in business today may be the ability to sense and quickly 

respond to changes in the marketplace. Companies, like Google are making headlines with their 

agility and adaptability, through concepts such as using small team processes, developing 

quality products and services, and most importantly, creating exceptional business value and 

customer satisfaction. Being agile and adaptive, however, is not rocket science. These companies 

rigorously focus on differentiating their organization in the marketplace, stick with some basic 

management principles and practices, and enable their people to do great things. This AAM 

workshop focuses on the organizational, leader/manager, and individual management skills 

needed to make and deliver business value “as soon as possible”, while also looking for ways to 

deliver better results in the future. 

Wednesday, January 27 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Evening Event) 

 SESSION TITLE    TwiistUp Wild Card Demo Night at UCLA Anderson 

 INSTRUCTOR   Not applicable 

 DURATION   PM 18:00 – 21:00 

 LOCATION    UCLA Anderson School, Korn Hall 

 EVENT CONTENT 

WILD CARD DEMO NIGHT:   

Where Venture Capitalists and Entrepreneurs come to find the Next Big Thing 

More than just a conference, Twiistup is LA’s biggest technology EVENT. It combines a showcase 

for innovation, a platform for thought leaders and an audience of entrepreneurs, media and 

investors all wrapped in a unique, stylized environment that rivals a Hollywood production.  On 

this evening, ALL Twiistup Showoff applicants will have the opportunity to demo their digital media 

technologies and companies at UCLA in front of a Jury of digital media VCs and angels.  The 

winner of Wildcard night at UCLA getting a spot on stage at Twiistup on Thursday, January 28th. 

The evening will conclude with a cocktail reception at the Hotel Angelino, sponsored by Microsoft 

Corporation. 

Thursday, January 28 

Sports Watch Night

(Special Evening Event) 

 SESSION TITLE      UCLA Men's Basketball vs. University of Oregon 

 INSTRUCTOR   Not applicable 

 DURATION   PM 17:30 – 21:00 

 LOCATION    Morgan Center, UCLA Press Room

 EVENT CONTENT 

UCLA Men's Basketball vs. University of Oregon. Pre-Game/Half-time/Post-Game Show and Pizza Dinner included.

Friday, January 29 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Luncheon Presentation) 

 SESSION TITLE   Social Media in Brand Strategy & Management 

 PRESENTER   Richard Colback (President, Epic States) 

 DURATION   AM 10:00-12:00 

 LOCATION    To Be Announced 

 PRESENTATION CONTENT 

The emergence of Internet-based social media has made it possible for one person to 

communicate with hundreds or even thousands of other people about products and the 

companies that provide them. Thus, the impact of consumer-to-consumer communications has 

been greatly magnified in the marketplace. This presentation examines social media as a hybrid 

element of the promotion mix, enabling companies to talk to their customers and customers to 

talk directly to one another. The content, timing, and frequency of social media-based 

conversations occurring between consumers are outside managers' direct control. This stands in 

contrast to the traditional integrated marketing communications paradigm whereby a high 

degree of control is present. Therefore, managers must learn to shape consumer discussions in a 

manner that is consistent with the organization's mission and performance goals.  This module 

examines methods by which this can be accomplishes. They include providing consumers with 

networking platforms, and using blogs, social media tools, and promotional tools to engage 

customers.  If the value proposition for a internet portal is, “we aggregate content for you to 

consume,” the value proposition for a social network (and this module) is, “we give YOU tools to 

aggregate, create, and share content.”   

Friday, January 29 

 SESSION TITLE   Closing Farewell & Industry Mixer 

 DURATION PM 6:00 - 9:00

 LOCATION    The W Hotel, Westwood CA

Saturday, January 30 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(1-Day Workshop) 

 SESSION TITLE   Digital Marketing Workshop 

 PRESENTER   Dmitry Shapiro 

 DURATION   AM 08:00 -17:00 PM 

 LOCATION    To Be Announced 

 PRICE:   Student price, good for $200 off the $499 price or $299* 

REGISTER @:  

http://weekendu-marketing03.eventbrite.com/ 

USE DISCOUNT CODE:  UCLAStudent 

WORKSHOP DESCRIPTION 

If you have an Internet business, need to make sure that your next product gets the attention that it 

needs, or want to make sure that your resume gets seen, you need to understand Digital Marketing. 

In this one day class, you will learn by example, how to optimize your web site for organic traffic 

from search engines, how to market your web site using keyword buys (Search Engine Marketing), 

and how to promote using advanced social media, viral marketing, and organic marketing 

techniques.  

You may be familiar with LinkedIn, Facebook, Twitter and other emerging technologies as social 

tools, but did you know that businesses of all types are generating new business using these 

networks every day? 

Within each social network there are good, and bad, ways to promote your product or service, as 

well as many add-on tools designed specifically for marketing.  Additionally, social media can have 

a big impact on the effectiveness of other online techniques like search optimization and viral 

strategies. 

This one day course will provide real world examples and the key methods that successful social 

media marketers use to drive business, without violating the unwritten social rules of these networks.  

A must for any sales person, marketer or business owner. 

* Includes “FREE” Industry Networking Lunch (EDR @ Anderson School)

Saturday, January 30 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special Workshop)

 SESSION TITLE   Creative Workshop in Entertainment Marketing* 

 PRESENTER   David Stern – Managing Partner, Create Advertising 

 DURATION   AM 10:00 – 12:00 PM (subject to change) 

 LOCATION    To Be Announced 

 PRICE:   FREE 

 EVENT CONTENT 

The Entertainment Marketing Creative Workshop will be run as an exercise in the different ways you 

can position a movie or entertainment product from a marketing and branding perspective.  The 

kinds of issues that can arise along the way in executing a campaign, and how to adjust as you go   

Attendees will get hands-on experience on what it's like to develop a campaign.  The 

workshop should run about an hour and a half; with an additional 1/2 hour for questions and 

discussion.  

More details will follow.  

* Includes “FREE” Industry Networking Lunch (EDR Anderson School) 

Saturday, January 30 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(Special ! Workshop) 

 SESSION TITLE   Tools Workshop in Social Media & UCG* 

 PRESENTER   Richard Colback and/or Michael Wright 

 DURATION   AM 10:00 – 12:00 PM (subject to change) 

 LOCATION    To Be Announced 

 PRICE:   FREE 

 EVENT CONTENT 

Details to follow. 

* Includes “FREE” Industry Networking Lunch (EDR in Anderson School) 

Saturday, January 30 

MEDIA AND ENTERTAINMENT WEEK EVENT 

(90 minute Lecture) 

 SESSION TITLE   The Consumer 3D Entertainment Experience* 

 PRESENTER   Phil Lelyveld 

 DURATION   PM 14:00 – 15:30 (subject to change) 

 LOCATION    To Be Announced 

 EVENT CONTENT 

Details to follow. 

* Includes “FREE” Industry Networking Lunch (EDR in Anderson School)