‘How to take storytelling risks through publishing’ – MarketingSherpa
Courtney Eckerle says, ““Brands suddenly realized, 30-second spots aren’t working. There’s got to be a better way for us to tell a story,” Morgan Spurlock, Academy Award-Nominated Director, Super Size Me, said in our MarketingSherpa 2016 Media Center interview. “That’s when they started looking at creative ways to make content tell stories.”
Since making POM Wonderful Presents: The Greatest Movie Ever Made, where Morgan worked with brands to finance the entire film, he’s realized that there are a plethora of compelling brand stories to tell. It’s just a matter of recognizing them. He’s worked with companies like General Electric, Toyota and Haagen Daz doing short film series.
“The beauty of where we are right now, as a content creator is, you can tell stories everywhere now,” he said. “There’s this incredible access to short-form digital content, we can tell a story that’s two minutes, three minutes, and find an audience for it. Not only find an audience for it, but have it be seen world-wide by millions of people.”
A fantastic recent example of how brands are doing this is with Starbucks’ Upstanders series“.
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