CerconeBrownCompany (CBC) Launches “SIDEBAR Studios”

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Digital content program leverages firm’s award-winning “CBC House” mediaimmersions to produce editorial-style content from idyllic locales

CBC’s award-winning House Programs have introduced top media to lifestyle brands in hands-on, aspirational settings from Aspen to Charleston, Nantucket, Alaska and Santa Barbara. These programs have 14 years of proven success driving media coverage. Now, the agency launched SIDEBAR Studios, a complementary solution to reach audiences by producing rich and relevant content in collaboration with digital influencers. SIDEBAR Studios produces lightly branded, editorial-style video and photography, all from these beautiful destinations, providing a direct line of communication from brands to their audiences.

The move is a natural next step to extend the CBC House Programs, which were at the forefront of “experiential marketing.” With SIDEBAR Studios, CBC can now augment top media coverage with content that naturally pulls from unique enthusiast settings such as coastal or southern living, winter sports, rustic charm, culinary destinations, among others.

According to CBC Chief Strategy Officer Erika Brown, as the natural shift from media coverage to branded content continues, the company has worked hard to secure trust of a network of producers and influencers that are at the top of their editorial game, allowing brands to take control of their message in a way that is entertaining, informative and sharable.

“There was a time where brands owned the proverbial microphone,” said Brown. “With the rise of influencers, shoppable social channels and an experience-driven consumer, that’s all changed. CBC SIDEBAR leverages the trusted network of editors and influencers earned through nearly 15 years of working together and offers brands a compelling new storytelling platform for natural branded content.”

The idea of SIDEBAR is simple. CBC works with brands to create content concepts that are ideal for their strategy (both in format, subject) and plan production at House destinations that offer the optimal setting. CBC will work then with its panel of editors – comprised of current and former journalists at national outlets – to carefully produce packages for use in a brand’s owned channels, via an influencer’s channel and a native, video advertising platform that guarantees engagement, conversion and consumer data.

According to CBC’s VP of Brand Integration Robin Mack, even though brands see revenue generation with lifestyle video content, there are real challenges with bandwidth, resources and budget. To many, SIDEBAR Studios is real solution.

“We’re seeing great ROI with lifestyle content because it’s more than just about a product or brand; it’s effective storytelling that shows how it all can fit into the viewers life,” said Mack. “CBC handles all aspects of the shoot from storytelling to production management to influencer mapping and coverage to targeted deployment and measurement.”

Destinations through 2018

March         Palm Springs, CA (Fit House)
May         Sonoma, CA (Culinary House)
June         Nantucket, MA (Summer House)
July                 Boston, MA (Boston Experience)
Oct.             Santa Barbara, CA (Fall House)
Nov.             Hamptons, NY (Hosting House)

In addition to content deployment by the brands and influencers, SIDEBAR Studios offers a distribution platform that targets and optimizes delivery to consumers most likely to be engaged and moved to action. Companies only pay for full-views against a specific target and audiences only view branded content in online contextual environments relevant to their interests. What’s more, the system gets smarter, and more effective over the life of the program. All audience profiles and insight data remain property of the participating band.

To learn more about SIDEBAR Studios, visit http://cerconebrown.com/cbc-sidebar/. To learn more about our House Programs and Destination Experiences, visit http://cerconebrown.com/cbc-houses/.

About Cercone Brown
An experiential marketing, PR and advertising agency founded in 2001, CBC works with brands on a mission; whether it’s helping people experience the thrill of the great outdoors, enjoy the world’s best tasting tomatoes, or live cancer free. We produce entertaining TV spots, smart digital strategies and innovative apps, buzz-worthy PR and social media campaigns, branded entertainment, as well as build and run live events. The firm is headquartered in Boston, with offices in New York and Santa Monica. More information about us can be found at http://www.cerconebrown.com.

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Jen Newberg
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