ElectricArtists' Terry Goldman and Howie Kleinberg discuss how brands can encourage customers to band together, and how passion, relevance, dialogue and word of mouth will then follow.

Howie Kleinberg is the senior vice president of ElectricArtists, recognized as a leading agency for digital marketing and strategy in the media and entertainment sectors. Kleinberg has guided the firm from its initial base in the music business into a company that now has a diverse roster of clients throughout the media and entertainment sector, including television, music, movies, publishing, DVDs and videogames.

Terry Goldman is the senior account executive at ElectricArtists, overseeing feature film, TV programs, DVD, video game and new product launches. Over the last two years with ElectricArtists, Terry has overseen campaigns that range from video games such as "Infected," "GameTap" and "Axis & Allies," to feature films such as "The Phantom of the Opera," "The Dukes of Hazzard" and "The Sisterhood of the Traveling Pants."

Entertainment Spot: Your digital strategy and marketing agency, ElectricArtists, recently announced its involvement in a deal with Starz Entertainment and Jumpcut.com. What is the project you are working on with these two entities?

Terry Goldman: We're thrilled to help Starz Entertainment become the first pay television service to utilize Jumpcut's technology for developing video content. We're constantly seeking new creative media for our clients to engage and interact with their audience with. Jumpcut was the perfect choice for us to bring to Starz, as they take the world of video sharing mash-ups to the next level. It also gives Jumpcut a new way to generate traffic to their website. It's a win-win for everyone involved.

Entertainment Spot: The promotion involves a contest where entertainers can win prizes by participating in Starz' "Stand Up or Shut Up!" comedy microseries. How does it work? And how does this effort help Jumpcut and Starz meet their respective branding goals?

Goldman: We made it pretty easy to enter. Wannabe comedians, magicians, jugglers, or those with other funny talents can go to Jumpcut.com to upload footage or edit themselves into existing Stand Up or Shut Up! content for a chance to win prizes. Their entries may also be broadcast on a Starz website or one of its other programming services.

It also allows viewers to be able to be exposed to and engage with the Starz brand even if they don't receive the Starz Network. Starz is seeking talent and Jumpcut is seeking visitors. This promotion accomplishes both goals.

It's important for companies to understand that audiences must know and be advocates for their brand before they will care about their products. Brand awareness is key. It can be daunting for a studio or network to allow their viewers access to their media; however, those that embrace it instead of fear it will create more brand awareness and consumer loyalty in the long run.

Entertainment Spot: What is your take on engaging audiences in entertainment properties such as "Stand Up or Shut Up!" which has a lower profile than some other cable/satellite content? 

Howie Kleinberg: It's important to let people interact with the content and imprint their own personalities in the creative elements. They become part of the video; part of the process. Our philosophy is to make people an equal partner/collaborator with the brand. 

Entertainment Spot: What would you say makes an entertainment property a good fit for a community-based marketing campaign? Is there anyone you would avoid recommending this approach to?

Kleinberg: Strong characters. Something to say. A point of view. Those that have this will break through the clutter; those that don't add anything won't. Properties that thrive are the ones that don't hold back their point of view. They can be edgy, provocative, heartfelt… The best content will always rise to the top. You have to start with content that people will connect with. 
 
Entertainment Spot: One of the core elements of user generated content-based campaigns like this is that it asks consumers to engage in a conversation with the brand. How does this campaign fit in you're your overall strategy for getting brand conversations started?

Kleinberg: It's a perfect fit with our overall strategy of teaching companies that the most successful businesses are using the web not only to connect to their customers, but to connect their customers together. Companies need to "unlock" their content, and this campaign is an example of that.

Success is based on making connections. As a brand, you should be encouraging your customers to band together, and out of these interactions comes passion, relevance, dialogue and word of mouth. I'm not sure every brand should have "conversations" with their customers, but I am sure every brand should develop conversations amongst their customers.

All of our campaigns have the same DNA, whether it's for The History Channel, USA Network, Microsoft, A&E, The LA Lakers… every campaign we do is built from understanding the culture of the people we are marketing to and that understanding is based on social connections. 

Entertainment Spot: In a series like "Stand Up or Shut Up!" the stars of the show are also its consumers. Does this at all change the marketing of that program?

Kleinberg: Yes. Here, a more grassroots approach is going to more effective. The surge in interest will come from this grassroots potential; it won't come from media alone. 

Entertainment Spot: Considering the many content provider/online video deals made in recent months, it's getting more and more difficult to innovate using the online video space. What trends do you see on the horizon to help keep this strategy fresh and effective?

Kleinberg: It's day one. This has just begun. We will see more of "social video" video elements will be used to encourage other video elements. This will create a unique type of community based on video content

Aaron Greenberg is an iMedia intern and a sophomore at the University of Chicago.

Jodi Harris is the managing editor if iMedia Connection's Entertainment Spot.