Live from XMediaLab: Mike McGraw, Managing Partner, Big Fuel

From the program: Mike McGraw has been at the forefront of emerging content development for most of his career and has always maintained a priority to deliver content to the most relevant audiences through the most relevant channels. Mike currently oversees all digital strategy, content distribution and operations for Big Fuel, a digital ad agency based in New York . At Big Fuel Mike uses his experience with on-air, online and mobile platforms to develop effective strategies for clients like Johnston and Johnston, AOL, Fox, Unilever and MTV.

Who’s paying for content and platforms? The subscriber/consumer? The brand? He wants to tackle the elephant in the room.

There are different variations, but the ultimate two are that either the consumer pays or the brand pays. Today he’s going to talk about the brand, and demonstrate with some stuff from Big Fuel and some stuff from other people.

Impressions vs Engagements: consumers want to be somewhere along the continuum form helpful to entertaining. We need to build bridges from people stories (what people want) to product stories (what brands want). The engagement point is where the story begins.

And now for some great brand examples!


Colgate + College Humor = Real-Life Twitter



The Fuplers



Cadbury

Or try Trekking Yourself.

Nice to have a bit of fun!