Trending news feeds and real-time data have dominated the media landscape in recent years, but live video has taken it to a whole new level. It's eliminated room for error and ushered in a new era of authenticity, changing the way brands and publishers interact with consumers. It's also ushered in a lot of questions, like what is the protocol for creating live branded campaigns? How do you balance raw, in the moment spontaneity with upholding a polished, protected brand image? How do you monetize? And how can fashion brands compete and stay compelling amidst viral live stunts and live-streamed events? In this panel, we'll discuss successful live campaigns from both a brand and advertiser perspective and the brand-building power of live video, real-time content, and distributed media.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.