Monday, January 8 Noon - 1:00 PM DH20: Session B: Broadband Online Promotions - Building Traffic & Brand Imagine being able to visit a Web site, clicking on an image and participating in a promotion with the potential of winning a home entertainment center or a vacation while watching a 30–60 second clip of a popular movie or television show - in real time! Now imagine being able to make your company’s logo dance around your home page, with consumers clicking on the logo to participate in fun and exciting promotions. It’s here! Broadband promotions are the premiere of truly convergent entertainment on the Internet. Broadband promotions are the synthesis of online advertising, online promotions, and television, with targeting capabilities that produce more effective results than traditional online advertising. In this session, we investigate the most effective promotion solutions to use on a broadband platform, and how broadband promotions differ from traditional online promotions. Val Landi, CEO, Redband Broadcasting Mark Smelzer, VP Entertainment, L90 Alex Weil, founder and President, Charlex, Inc. Justine Lassoff, Vice President Marketing, Firstlook.com Dan Capone, Vice President Marketing, Boxerjam Michael Terpin, Co-Founder, Chairman and CEO, Internet Wire Joyce Schwarz, cofounder, MaydayInteractive.com and CEO, JCOM, Moderator Justine Lassoff is the Vice President of Marketing for FirstLook.com, Inc. FirstLook.com launched in New York on September 15th, 1999. Founded in January 1999, FirstLook.com, Inc. is an idealab! company, backed by Cox Communications, Cox Enterprises, The Goldman Sachs Group, Inc., Intel Capital and Kleiner Perkins Caufield & Byers. Before joining FirstLook.com, Lassoff served as Director of Marketing at MGM Home Entertainment where she was responsible for the marketing, promotion and licensing of all MGM PC and PlayStation games including: 'Tomorrow Never Dies,' 'Wargames,' and 'Tiny Tank.' Lassoff also oversaw the marketing efforts for all licensed children's titles (eg. 'All Dogs Go To Heaven,') national cross promotions in conjunction with Fox/UPN and WB, consumer promotions with Brach’s fruit snacks, and the international distribution of MGM's games through Electronic Arts. In this position, Lassoff managed a marketing budget totaling over $10M. Prior to MGM Home Entertainment, Lassoff served as Director of Marketing at Virgin Interactive where she was responsible for developing and implementing marketing strategies for PC, Sony PlayStation and Sega Saturn games. In this position, Lassoff created marketing plans and budgets, oversaw advertising, promotions, channel marketing and public relations for her product group, and managed relations with Sony, Sega and the NHL. During her career, Lassoff has held marketing management positions at Digital Pictures, Velocity, After Hours Software, and Mind Over Macintosh where she is credited with leading the company’s 300% growth in revenue in two and a half years. Lassoff graduated from Stanford University with a B.A. in Economics and International Relations. Lassoff is an active member of the Stanford Alumni Organization, Women in Technology and the Venice Interactive Community. Mark Smelzer, Vice President, L90 Entertainment: Mark Smelzer works closely with entertainment concerns and advertisers seeking to maximize their online budgets with advertising solutions and integrated-marketing campaigns. Smelzer has an extensive background in entertainment marketing, most recently serving as managing director of U.S. sales at Variety magazine. Prior to joining Variety, Smelzer was publisher of Buzz magazine, overseeing the magazine’s advertising, marketing, circulation and production departments. Smelzer’s tenure with Buzz offered him an insider’s understanding of the Hollywood community and helped him establish ongoing working relationships with the studios regarding advertising measures, film screenings, premieres and other value-added initiatives. Smelzer received his bachelor’s degree from the University of California, Los Angeles, and also earned a master’s in business administration with an emphasis in marketing and entertainment management, from the Andersen School of Management at UCLA. Alex Weil, founder and President, Charlex, Inc.: Alex Weil is an award-winning designer and director of television commercials and short films, and founder and president of Charlex, Inc., the New York-based digital production and graphic design company. Since the company's inception in 1977, Mr. Weil and Charlex have established a reputation in the entertainment and advertising communities for creative, technical and stylistic innovation. Charlex pioneered the use of multi-layered motion graphics and has become a highly sought-after production house for its expertise in visual branding. Charlex is moving aggressively into the internet space, having recently completed a redesign of the Moviefone website for America Online. With its advanced visual technology experience combining motion pictures, motion graphics and sound, Charlex is poised to be a leader in creating the next generation of multidimensional broadband websites. Charlex has garnered more than one hundred industry awards for its graphics, titles and special effects in commercials, television programming and film, including NBC's late night lineup and Oprah. Charlex has earned Emmys for National Geographic and Saturday Night Live. Mr. Weil's influence as a technical innovator was widely recognized in 1983 with the music video for The Cars "You Might Think," which won the first MTV Award for Best Video. The video's combining of multiple separately-shot elements in a single scene was a conceptual breakthrough and changed the visual vocabulary for film and television directors. Along with his long-term creative partners on the ad agency side, Mr. Weil and the Charlex team share credit for many of the most memorable television commercials of the last few years, including the "talking George Washington" spot for the U.S. Mint, the one second "buzz" spot for Excite, the NFL "thank you" spot during the 2000 Super Bowl, the Sun Microsystems "we put the dot in dot com" spots, the Sprint spots featuring Sela Ward, as well as major re-branding campaigns for Kodak, Lucent and Mastercard. Charlex has worked with 8 of the top 10 and 25 of the top 50 companies of the Fortune Michael Terpin, Co-Founder, Chairman and CEO, Internet Wire: Michael Terpin is a 20-year high technology public relations veteran. Frustrated by the lack of truly high-tech services for public relations and marketing professionals, Terpin formed the global internet news agency (gina) in 1994 to develop Internet-based products for the PR and promotions industries. gina offered a wide range of pioneering online marketing and interactive public relations services. It was the first PR industry Web site as well as one of the first to offer hyperlink marketing, metatag analysis and search engine registration services. In 1998, gina relaunched under the name Internet Wire. In addition to his direct experience in the public relations industry, where he directed the PR activities for clients ranging from America Online and EarthLink to Playboy and XOOM.com, Terpin also was a founder of Direct IPO, one of the first Web sites to market direct public offerings. Terpin holds an MFA in Creative Writing from the State University of New York at Buffalo, as well as Bachelor Degrees in Journalism and English from Syracuse University. He is a frequent lecturer in public relations at UCLA. Joyce Schwarz, co-founder, MaydayInteractive.com and CEO, JCOM, joycecom.com: Joyce was one of the early true believers in the Internet and broadband arena. She wrote some of the first books on convergence including "Reinventing Hollywood" for the NAB and "Gateway to the Next Millennium for Harcourt Brace. She combines more than 20 years experience in advertising (Foote Cone & Belding etc) and marketing and promotion with her masters degree in film from USC. Schwarz firm JCOM offers strategy, marketing and investment consulting for emerging technology firms internationally ranging from 3D animation to mcommerce. She is also co-founder of the full-service broadband agency MaydayInteractive.com based in LA and NY. Schwarz is an advisor for NYVenturespace.com and is co-founding Women's VentureSpace.com. She is also writing a new book called "The Business of Digital Video". Her clients range from NEC and Philips Electronics to first round funded start-ups like feelingz.com and esaya.com. She specializes in new business development, partnerships, alliances, sponsorships and promotions online and off. Her offices are located in Marina Del Rey, CA and New York City. For more information, email her at joycecom@aol.com. She has moderated panels at Digital Hollywood since 1994.