CHICAGO — What are the key ingredients to a making a video that works both as editorial and marketing? One big barbecue food maker mixed entertainment, education and a healthy dose of passion.

IPG’s BPN chief strategy officer Chris Hiland tells Beet.TV in this recorded panel interview how his agency helped food client Hilshire appeal to so-called “grill masters” with its Ball Park meat line-up, using webisodes and contests to tap in to competitive streaks.

“There are always trade-offs about what’s the right balance,” “There are always trade-offs about what’s the right balance. We followed the right lead of letting the passion speak for itself. Is reach as important as what we think it was, or is it about giving people something to participate in?”

He was interviewed by Gian Fulgoni, co-counder  and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.

Branded Video Summit Chicago, presented by Jun GroupTagged , , , ,