MERCADEO Versión en español
Daniel Salcedo of The Elevator: Im happy working with clients open to producing content that doesnt directly promote products
1 de abril de 2014
Salcedo: Ya no se habla de audiencia sino de fans, gente que quiere conexiones emocionales con lo que se distribuye
Daniel Salcedo, founder and executive producer of The Elevator, was present at Hispanicize 2014, where he was a speaker on April 3.During his conversation with PRODU, Salcedo noted the importance of social networks as platforms for distributing original content. These days you dont talk about an audience but about a fan base these are people who want to engage emotionally with what is being distributed, he said.With a wide range of clients that go from networks to brands to ad agencies, The Elevator does standout productions for projects with integrated content. Im happy to be working with clients open to producing content that doesnt directly promote products, he said.Among the more recent of the production companys projects was the one for PepsiCo during the last Super Bowl. The intention was to provide coverage in social media telling Mexicans about life among New Yorkers during the Super Bowl. We used PepsiCos social networks in Mexico to distribute the content, with a freedom that no TV program could ever offer, he said.The brands most recent launch was for Honey Bunches of Oats. We produced a number of episodes that are appearing on its app. Whats interesting is that the client didnt want any kind of branding in the content because they were looking to provide attractive original content for their target, Salcedo said.
