A cancelled upfront presentation was salvaged using social media to spark Hallmark Channel’s innovative and creative alternative.
eBrandgelize Digital’s Nicole Hansen went to New York to cover clients at the Crown Media Family Networks Upfront Presentation. When informed that the event was cancelled, she suggested that since the stars and executives were already in NYC, the show must go on, if not live – then virtually! The PR and Social Media team at Crown Media were inspired… They took advantage of the snow, and tied it into Hallmark’s Christmas themed programming. They successfully transformed the Nor’easter into a “Hallmark NoelEaster.”
“And then they did something incredibly timely and forward-thinking. Undeterred by the heavy snowfall on Wednesday, President and Chief Executive Officer Bill Abbott, Advertising Sales Executive Vice President Ed Georger and two of Hallmark Channel’s most popular made-for movie personalities, Candace Cameron Bure and Danica McKellar, made their way to Central Park for an impromptu Facebook Live transmission during which many Upfront announcements were made.”
— Simon Applebaum, MediaVillage
Watch Crown Media’s President and CEO Bill Abbott and EVP Ad Sales Ed Georger, along with Candace Cameron Bure and Danica McKellar as they brave the snow storm to bring you exciting programming announcements from Central Park!
“There will be no overall Jacks score awarded to Crown Media Family Networks this year because there was no actual event to consider. But they deserve an informal 5 Jacks for making the most of a bad situation over which they had no control and using it as an opportunity to do something inspired, pulling together what some are referring to as a Virtual Upfront and others the first-ever SnowFront. Well done!”
— Simon Applebaum, MediaVillage
Heading digital media for client MPCA/Brad Krevoy Television at the first ever fan-con for their hit Hallmark Channel series When Calls The Heart was both a challenge and a joy
By Nicole Hansen, President, GGE and Founder of eBrandgelize Digital
Hearties admins visit the set of When Calls the Heart and meet actress Lori Loughlin
Last June, while setting up branded social media pages for our newest web design and online branding client, MPCA/Brad Krevoy Television, I checked to see if anyone was tweeting about one of its produced shows that was airing that night called When Calls the Heart.I noticed something I had never seen before from clients who had live events happening on Twitter: people were not only tweeting about the show, but they were having conversations. These fans calling themselves #Hearties were so actively working to get the show to trend that I made a point to mention it to Brad Krevoy the next time we spoke. He credited the #Hearties with getting the show a second season. He also tasked me with getting to know them and to find a way to give back.
Over the following months, I worked on behalf of Brad Krevoy with Brian Bird, the show’s executive producer and fan ambassador, as he brought me up to speed on how the fans were creating their own #HeartiesParties. He explained that a group of Hearties were creating a Heartie-Con, a fan convention for a hundred or so of the 31,000 members of the private Facebook group “Fans of Hallmark Chanel’s When Calls the Heart.” When Brian announced the event to the group, I saw that a single email address was given for people to register — not an easy way to manage an event. Brian connected me with the organizers and we suggested setting up an EventBrite page, courtesy of MPCA. The advantages included e-tickets, mass messaging of guests, and an easy to manage registration process.
During the planning process, I was blown away by the planning committee’s resourcefulness. The event sold out in an hour at $100/ticket. The ladies on the event committee made gift bags and swag by hand, using the show as inspiration. I shouldn’t have been surprised; I was tasked by Brian and Brad to transport fan-made woven blankets and personalized doilies to deliver to the stars on the set from one amazing fan. It seems many of these ladies, aged 16-75, were inspired by the show to produce their own 1910’s-era arts and crafts, so the homemade swag were definitely on-brand for this event. On MPCA/BKTV’s behalf, GGE created more tech-driven goodies, including Hallmark Channel-Hearties-branded flash drives, loaded with deleted scenes, family-friendly coloring pages commissioned from a popular #HeartieArt creator, Brie Schmida, and 10 social media marketing action items that the fans can do to bring in new viewers for season 3.
Periscope stats and broadcasts of WCTH’s author Janette Oke and executive producer, Brian Bird. Photo by Audra Morse
Leading up to the event, many fans voiced their desire for MPCA/BKTV to run a Periscope live stream for them. After weeks of promising that @MPCA_Film would be periscoping from #HFR2016, I had to out myself as the person who would be hosting the broadcasts. When I got to the first event in Vancouver, the Hycroft House High Tea, I did a brief introduction on my own Periscope of walking into Hycroft as a fellow Heartie (yes, I’ve been converted) and meeting the Hearties admins and event planners in person for the first time. Viewers then stayed tuned to @MPCA_Film for more periscopes of the event. Whenever I streamed star Lori Loughlin meeting and speaking to the fans and on the broadcasts, you could hear the chirps, as attending Hearties were notified that MPCA/BKTV was streaming. We watched the hearts (likes) grow from only 1 to over 55,000 by the end of the weekend.
Hearties Fan Site, upgraded by GGE
Before the event, we were tasked with lending technical and design support to the developer of the #Hearties fan website, to help make the site mobile-ready from the outset, with more social network integration for all things #Hearties. At the event, it was so gratifying to receive hugs and thanks for both the website upgrade and our online Twitter conversations with Hearties. They were also grateful for likes and retweets of fans’ posts, and especially for the Periscope streaming. Their Hearties friends who could not attend were thrilled to be meeting the attendees via the broadcasts! It was pure love for MPCA/BKTV to be supporting and appreciating their fans and meant the world to us. We also conducted video interviews of fans and produced a video interview (in collaboration with Edify Media) of the executive producers as assets for future stories in the press and on social media.
#Hearties Facebook Admin, Debi Watson-Bailey, GGE’s Nicole Hansen, actress Kristina Wagner and #HFR2016 planner, Kim Ferguson
All in all, the entire event was like attending a real family reunion. People I was introduced to from a distance, over digital media, came to the event from all over. It was like being surrounded by distant relatives from all around the world: my cousins, aunts, uncles and even a family representing with 3 generations from infants to grandparents. Spending time with the matriarch of all things Hearties, best-selling author Janette Oke, who wrote the books that inspired the series When Calls the Heart, reminded me why I loved my own churchgoing, humble and hard-working grandmother so much. They were all just good people coming together and supporting family-friendly entertainment, which in a world of violence and superheroes on TV put me right back to be a little girl watching Little House on the Prairie and then pretending I was Laura Ingalls Wilder. These fans just wanted to go back to a simpler time, and did it by supporting their show and connecting both online and at this amazing event.
Watch Q&A with When Calls the Heart actress Lori Loughlin originally broadcast on Periscope:
Notice the chirps at the opening when the Hearties get notified the @MPCA_Film is broadcasting
Green Galaxy Enterprises, a finalist for the Sustainable Small Business Award, provided social media posts leading up to and during the event, and hosted a Tweetwall during the reception.
The Sustainable Business Council Awards reception and ceremony spotlights Southern California companies working daily to create sustainably-focused products and services that reduce ecological impact. We were honored to be made a finalist for the Sustainable Small Business Award, recognizing our sustainable business practices in online marketing, PR and production services. But we noticed something quite unfamiliar to us in the social media world: the sound of silence. For us these days, that just doesn’t happen: How can a great event like this not be promoted?
That’s when GGE’s Nicole Hansen, who served on the SBC Awards Event Steering Committee for its first 3 years, called to ask why. It turns out that the Sustainable Business Council Award had become very popular. With so many entries and high-profile honorees, including Jessica Alba’s The Honest Company as Pioneers in Sustainability and Participant Media for Lifetime Achievement in Sustainability, the all-volunteer organization SBC was too overwhelmed to do social media. Nicole offered her staff to stand-inand give Twitter shout-outs on the @SustainableB account to finalists and sponsors. With dozens upon dozens of companies to mention, we researched each one and added photos from past events to make the Twitter posts more eye-catching. We also spruced up the SBC Twitter profile with a high-res profile logo and background photo, where there had been none. With only 3 days until the evening of the Earth Day event, we just managed to get every name mentioned before the awards.
The night of the ceremony, the GGE technology and social media team went into action. We set up a GGE-sponsored Tweetwall on a big TV screen, so that every guest who tweeted with the hashtag #SBCAwards became part of a live twitter stream. We roamed the event live-tweeting for @SustainableB, taking photos of each sponsor’s booth, featuring their food and wares and tagging them in each post. The sponsors were grateful to be getting some extra social media PR that showed up online and on the Tweetwall. And we were grateful to highlight everyone that was involved in making sustainability a priority for their work.
I would like to send the Green Galaxy Enterprises team a standing ovation for your tremendous support and participation with the 4th Annual SBC Industry Achievement Awards! It was an extreme honor to work with you and I can’t possibly thank you enough for the twitter support and twitter feed during the event! Your team did the most amazing job! You are a major reason the event was such an amazing success!
GGE produced The Red Sun Private Book Preview Events with author Alane Adams.
The GGE Team took a chapter out of Alane Adams’ fantasy/adventure novel and brought the witches lair to life with a giant spider. Orkney witches entertained all with runestone readings, face painting, and the characters from Norse mythology kept everything running smoothly. Although there were plenty of activities for the kids, most couldn’t wait to meet the author and start reading the book, before the party even ended.
The event was covered on social media with a live tweet wall under the hashtag #RedSunEvent
Green Galaxy Enterprises produced two montage videos capturing the magic of the Red Sun Events as well as a series of interviews with the Author, Alane Adams conducted by GGE longtime collaborator, Sarah Backhouse.
Green Galaxy Enterprises handled the PR for Daniel Morrell’s Chant kick-off at the COP 18 forThe United Nations Environmental Programme (UNEP), mobilizing 30,000 youth groups across the globe for CHANT.
CHANTgives voice to a global movement for positive change and built around giving your vocal signature to be mixed with others and published to generate funding. CHANT was founded by Daniel Morrell, the environmental entrepreneur who coined the term “carbon neutral,” and Youth (Martin Glover), supported by principal trustee Craig Sams, founder of the organic chocolate company, Green & Black’s, that launched the fair trade movement.
GGE helped to coordinate global media PR and a VIP Salon in West Hollywood following a global event including surfers holding a note for 7 seconds at Surfrider Beach in Malibu and added to a global choir mixed in London by top UK producer Youth (Martin Glover) all in support of cleaner oceans and cleaner air.
Nikos Spiridakis was invited to present his PSA SaveIt for an audience of 5,000
at risk kids alongside James Cameron’s Avatar. Nikos was thrilled to have the opportunity to be congratulated by the Oscar winning director and encouraged to keep telling his visual stories to help convey messages of environmental importance. What Nikos found most fulfilling was to hear Mr. Cameron tell him that he helped the kids in the audience feel like their voices could be heard when it came to important issues such as the environment and the reaction from the kids who surrounded Nikos after he came offstage, confirmed Mr. Cameron’s words.
Nicole helped to organize and invite celebrities to participate in the Private Earth Day Briefing & Strategy Session with JamesCameron
The event was held to discuss director James Cameron’s recent trips to the Amazon Rainforest to stop the Bello Monte Dam and Washington, DC, to meet with Sen. Kerry, Sen. Lindsey Graham, EPA Administrator Lisa Jackson and President Obama. (April 22, 5 – 6:30 pm, JW Marriott)
1. To create a coordinated, high profile effort to educate the public on the critical need to support the strongest possible Kerry-Graham-Leiberman energy/climate change bill.
2. To create a coordinated, high profile effort to educate the global community to come together to stop a dam that will, as in AVATAR, destroy the habitat of many indigenous tribes and 500 square kilometers of precious rainforest. The project has been temporarily stayed but political pressure to build the dam is very strong in Brazil.
3. To discuss new ways to frame and message the debate on climate change and to strategize about how to educate the public about “True Cost” economics, the real value of nature, “Silent Taxation”, the “Phantom Deficit”, “Corporate Socialism”, “Dishonest Accounting” that purposely excludes bona fide externalities and other critical concepts that the current mainstream news media refuse to discuss.
Venue: The new, LEED-Certified JW Marriott at LA Live, next to The Nokia Theatre
Participants: The briefing and strategy session will be limited to 60 participants. Those already confimed include: Suzy Cameron, AVATAR cast members Michelle Rodriquez, Giovanni Ribisi, Joel David Moore plus Rosario Dawson, Billy Zane, John Salley, James Cromwell, Daryl Hannah, Frances Fisher, John Quigley, Magda Rod, climate scientist Julienne Stroeve, Stefan Weitz (Bing), Michael Martin (Music Matters), Dreaming Bear, Nicole Hanson and others from the Hollywood and environmental communities.
3. Other Earth Day Events sponsored by Richard Greene and The Words That Shook The World Environmental Solutions “Eco Warrior” Competitions and Programs, with James Cameron andAVATAR cast members
A. 9 am – 4 pm: Screening of AVATAR for 5,000 “at risk” LA Partnership School students, “Eco Warrior” Training and “AVATAR Awards Competition and Ceremony”
B. 5 – 6:30 pm: Invitation Only Briefing and Strategy Session
C. 6:30 – 7:30 pm: Green Carpet (Participants in the Strategy Session may exit without being a part of the Green Carpet unless they wish to)
D. 7:30 – 10:30 pm: VIP Party, co-sponsored by Bing, with James and Suzy Cameron and many others. Michelle Rodriguez to DJ. (Rumored appearance by a blue Na’vi from Pandora)
The placement of these organizations as part of our portfolio does not imply an endorsement by Green Galaxy Enterprises nor its partners.