2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Entertainment Marketing in the Age of the SuperFan

#sxsw #SXSfandom

Do you know who your SuperFans are? Passionate fanbases have been influential for decades, but the expansion of digital and social media has changed how you connect with those fanbases, and how they connect with each other. How do you talk to an audience while they are talking to one another? This panel explores how and why fandoms develop and how to connect with those SuperFans in genuine and effective ways that maximize their fan experience and your brand presence.



Caty Burgess


The CW

A salt-encrusted television executive, Caty brings a past in documentary and reality content production to her marketing role at The CW, overseeing the launch of such brand-defining hits as Gossip Girl, The Vampire Diaries, and Arrow. Notable campaigns include Gossip Girl 2008 integrated mobile campaign (winner of Cannes Lions, OMMA Award, Mediaweek Mobile Media Plan of the Year) and 2012's breakthrough Twitter-in-Print execution (winner of Mediapost Creative Media, Adweek’s Project Isaac, Shorty, and Bee Awards). Caty was named 2013 Client of the Year at the ThinkLA Interactive awards.

A graduate of Brown University, Caty is a member of the Academy of Television Arts & Sciences, chairs the Alumni Association Staff Scholarship committee of YMCA Camp Jewell in Colebrook, CT and is on the board of directors of SparkleBlob, a multidisciplinary arts and performance collective based in Los Angeles.

David Hayes

Ent Evangelist


At Tumblr, David Hayes serves as Entertainment Evangelist and heads up CANVAS, their creative think tank, where he works with many of the world's biggest brands and agencies to excel on the platform.

Prior to joining Tumblr, David worked as Vice President of Digital Marketing at Lionsgate, where he was responsible for ideating and executing innovative digital marketing campaigns such as the universally praised social media campaign for The Hunger Games.

David is also a mentor at Start Engine, a rapid accelerator for LA-based technology startups. He holds a Bachelor of Arts from the USC Lucas School of Film, where he focused on media theory, and an MBA from the USC Marshall School of Business, where he focused on entrepreneurship.

Say hi to David at dch.tumblr.com

Michael Tritter

SVP, Interactive Mktg

Warner Bros Studios

As Senior Vice President of Interactive Marketing, Michael Tritter helps manage all aspects of Warner Bros. Pictures domestic interactive marketing campaigns, including online media, publicity, creative, social media, promotional applications and games. He began his career at Warner Bros. at the beginning of digital, building things like the website for Space Jam. Since then, he has worked on over 200 film marketing campaigns.


Rae Votta


Rae Votta is obsessed with obsession. She has her Masters in the linguistics of fan communities from the University of Georgia and has applied that degree to her work in the digital and entertainment industries. She has managed some combination of social media, blogging, PR and fan community strategy for companies that include AOL, Atlantic Records, Huffington Post, Current TV, Logo, VH1, MTV, Tumblr and Billboard. You can follow her @raevotta or at raevotta.com

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