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New Media, New Stage: Taking The Second City Online by Tom Yorton, Second City Communications
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The Second City is the original interactive company: creating memorable characters and biting sociopolitical satire based on audience input for nearly fifty years. Second City Communications, the corporate services arm of the legendary theater, has leveraged SC's core comedic beliefs, philosophies and methodologies to create insightful, hilarious and effective video, animation and web design for its many corporate clients. Come learn how SCC is porting the laughs from the stage to the web page.
Transcript of New Media, New Stage: Taking The Second City Online by Tom Yorton, Second City Communications
New Media, New Stage
Taking The Second City Online
or
Late to the party, looking for a drink
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The Second City—More Than a Stage
• Multi-faceted entertainment & learning company– Theatres in Chicago and Toronto– Four Touring Companies– Training Centers: over 10,000
students/year– Fast growing TV & Digital business– Corporate group: 400+
engagements/year with F1000 companies
• Create content and develop talent• Web has become our next stage
• We know short form comedy
• Interactivity and audience co-creation core to our brand and improv
• Another outlet for our people
Why Second City in this Space?
Creating our own properties
Quarantine: Second City branded comedy site• Developed with Media Rights Capital (MRC)• Ad/sponsor driven model• Q4 launch
Creating content for others• Online marketing campaigns
for blue chip clients– Web development– Short form videos– Interactive games, satiric
quizzes– User generated elements
• Clients include:– McDonald’s– The Economist– Motorola– Careerbuilder.com– Norwegian Cruise Lines
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Creating new teaching tools
• Bringing humor to corporate training and internal communications
• Using the media and tone that younger employees value
Creating business intelligence tools• Partnered with Northwestern Technology Labs
to create “The Intelligence Engine” an online consumer insights tool – Finds, filters and organizes consumer stories– Tells us what people like, hate and want
• Digital version of an “audience suggestion” that informs the content we create for clients
What we’re learning
• It’s not a lay-up – Online audiences are fickle and bore easily– What works on stage won’t work online – Funny videos aren’t enough…it’s noisy out there
• What we don’t know could fill volumes • We can’t do it alone—partners will be key• Our best attributes play well: authenticity, satiric
sensibility, willingness to co-create with audiences, ability to find the funny
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