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.

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  • The Second City Communications.
  • New Media, New Stage: Taking The Second City Online by Tom Yorton, Second City Communications

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    2. New Media, New Stage Taking The Second City Online or Late to the party, looking for a drink
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    4. The Second City—More Than a Stage <ul><li>Multi-faceted entertainment & learning company </li></ul><ul><ul><li>Theatres in Chicago and Toronto </li></ul></ul><ul><ul><li>Four Touring Companies </li></ul></ul><ul><ul><li>Training Centers: over 10,000 students/year </li></ul></ul><ul><ul><li>Fast growing TV & Digital business </li></ul></ul><ul><ul><li>Corporate group: 400+ engagements/year with F1000 companies </li></ul></ul><ul><li>Create content and develop talent </li></ul><ul><li>Web has become our next stage </li></ul>
    5. <ul><li>We know short form comedy </li></ul><ul><li>Interactivity and audience co-creation core to our brand and improv </li></ul><ul><li>Another outlet for our people </li></ul>Why Second City in this Space?
    6. Creating our own properties <ul><li>Quarantine: Second City branded comedy site </li></ul><ul><li>Developed with Media Rights Capital (MRC) </li></ul><ul><li>Ad/sponsor driven model </li></ul><ul><li>Q4 launch </li></ul>
    7. Creating content for others <ul><li>Online marketing campaigns for blue chip clients </li></ul><ul><ul><li>Web development </li></ul></ul><ul><ul><li>Short form videos </li></ul></ul><ul><ul><li>Interactive games, satiric quizzes </li></ul></ul><ul><ul><li>User generated elements </li></ul></ul><ul><li>Clients include: </li></ul><ul><ul><li>McDonald’s </li></ul></ul><ul><ul><li>The Economist </li></ul></ul><ul><ul><li>Motorola </li></ul></ul><ul><ul><li>Careerbuilder.com </li></ul></ul><ul><ul><li>Norwegian Cruise Lines </li></ul></ul>
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    10. Creating new teaching tools <ul><li>Bringing humor to corporate training and internal communications </li></ul><ul><li>Using the media and tone that younger employees value </li></ul>
    11. Creating business intelligence tools <ul><li>Partnered with Northwestern Technology Labs to create “The Intelligence Engine” an online consumer insights tool </li></ul><ul><ul><li>Finds, filters and organizes consumer stories </li></ul></ul><ul><ul><li>Tells us what people like, hate and want </li></ul></ul><ul><li>Digital version of an “audience suggestion” that informs the content we create for clients </li></ul>
    12. What we’re learning <ul><li>It’s not a lay-up </li></ul><ul><ul><li>Online audiences are fickle and bore easily </li></ul></ul><ul><ul><li>What works on stage won’t work online </li></ul></ul><ul><ul><li>Funny videos aren’t enough…it’s noisy out there </li></ul></ul><ul><li>What we don’t know could fill volumes </li></ul><ul><li>We can’t do it alone—partners will be key </li></ul><ul><li>Our best attributes play well: authenticity, satiric sensibility, willingness to co-create with audiences, ability to find the funny </li></ul>
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