Insights

What changes when we start with audience? Annelise Larson examines how people find stories and what makes them care enough to stay, connecting audience relationships with the wider questions facing screen media and cultural policy.

Annelise Larson 10/15/17 Annelise Larson 10/15/17

[CASE STUDY] Digital Marketing for Web Series: SPIRAL

Web series, fandom, actor-led audience activation, Instagram, community management. The article focuses on how the project worked with actors’ existing fandoms, especially from shows like The Next Step, Riverdale, Make It Pop, and Rookie Blue, and how the strategy shifted once the team understood where those fans were active.

Annelise Larson 5/8/13 Annelise Larson 5/8/13

[CASE STUDY] Digital Marketing for Transmedia: The Lizzie Bennet Diaries – Pt. 2

A follow-up case study on what audience measurement, crowdfunding, and fan response reveal about converting deep engagement into support, sustainability, and long-term audience value.

Annelise Larson 5/8/13 Annelise Larson 5/8/13

[CASE STUDY] Digital Marketing for Transmedia: The Lizzie Bennet Diaries – Pt. 1

A case study on how a digital-first adaptation used transmedia storytelling, character accounts, social sharing, and fan participation to build a deeply engaged audience around a familiar storyworld.

Annelise Larson 11/28/12 Annelise Larson 11/28/12

[CASE STUDY] Digital Marketing for Television: Battle Castle

A case study on how a Canadian factual television series used social media, audience data, internal production knowledge, and broadcast timing to create an early model for social TV audience development.

Annelise Larson 11/14/12 Annelise Larson 11/14/12

[CASE STUDY] Digital Marketing for Indie Film: Karen Lam & Stained

A case study on how a Canadian genre filmmaker built direct relationships with horror fans, used audience data to challenge assumptions, and treated personal brand as a long-term audience asset.

Annelise Larson 10/31/12 Annelise Larson 10/31/12

[CASE STUDY] Digital Marketing for Web Series: Seth on Survival/My Lupine Life

A case study on how a Canadian kids’ web series used an app, transmedia storytelling, and offline word-of-mouth to build repeat engagement beyond the episodes themselves.

Banner photo by Stephen McFadden on Unsplash