Viral Marketing & Outreach

In the era of Web 2.0 before social media became dominant, I worked with Hello Cool World to pioneer viral marketing tactics for social cause documentary films and media projects. These involved targeted communications and outreach strategies aimed at activating grassroots supporters and stakeholder communities, while developing toolkits to make it easy to spread the word.

I managed viral marketing campaigns for the CBC Newsworld TV series The Big Picture with Avi Lewis and On The Map with Avi Lewis, as well as the Canadian theatrical release of Odeon Films’ Radiant City. I also led Hello Cool World’s participation in the international marketing campaign for Naomi Klein’s book, The Shock Doctrine, and the tie-in short film by Alfonso and Jonas Cuaron.