03/11/2014

Objective
The Economist's new website for the marketing industry, Lean back, wanted to engage with and connect to a new audience with an exciting live online event.
Strategy
The Economist's SVP of Digital, Nick Blunden, hosted 3 days of live interviews on the Shindig platform with Fortune 500 company leaders and marketing gurus live from the floor of SXSW.
Results
Top marketing executives from companies such as GE, Chevrolet and Pepsi were interviewed and took questions live in front of an online audience. Thousands of marketing executives tuned in live to participate in the action at SXSW. The Economist was able to establish their new brand and data capture the emails of all attendees for future outreach.