Making Technology the Fan’s Best Friend at the #Transcendence Premiere Party
Erin Mcelroy 2700076KDD email@example.com | | Tags:  entertainment social-business transcendence engagement-center fan party socbiz premiere film
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Erin Mcelroy, Program Director, Social Business Systems of Engagement, IBM
Beyond the Velvet Rope
On a night when Hollywood usually closes its doors to anyone not on a list, the most unexpected thing about this social occasion was that @AlconEnt and @WBPictures made the fans’ voices, in the words of one party-goer, the main attraction” at the after party. We at IBM worked with the Transcendence team to invite the fans in and to feature their conversations about the movie on the IBM AlwaysOn Engagement Center.
A big conversation piece, the engagement Center showcased IBM’s leading technology and the social conversations of fans from SoHo to San Jose. Anyone who had anything to say about #Transcendence got a spot on the live feed – images, social mentions, a plot on the heat map, and even a place on the leaderboard. The social web is the great equalizer, and I was inspired to see that these film execs were not shy about making it center stage.
Fans also had access to a virtual tracker of the party’s conversations, so when attendees posted anything, such as pictures, the fans got an instantaneous, inside view. All in all, fans turned up the heat, driving more than 41 million impressions during the party.
Welcoming the Unexpected – The New Hollywood Normal?
In the business world, I work with many IBM clients who are embracing social and looking to engage their customers, employees, and partners in ways that can make a big difference to the business. For these companies, investing in social technologies is a business necessity. The same is true for Hollywood, which lives and dies by the opinions of its fans. Kudos to @AlconEnt and @WBPictures for taking a bold step in celebrating their fans, and placing technology front and center at a movie premiere. I have a feeling, this is just the beginning.