Digital Marketing: HP Autonomy at the Sundance Film Festival 2014 - Part 1

Once again, HP is the technology sponsor for the Sundance Film Festival that runs January 16 – 26 in Park City, Utah. This year, we’re bringing something extra to Sundance House . We’ll be using a “social media command center” powered by HP ExploreCloud to help make sense of the infinite social chatter happening during the festival.


HP ExploreCloud has powered several similar analytics centers we’ve hosted in the past year, so I thought I would write a few posts to explain how we make it all work. There are several key elements of a successful command center, and today; I’ll start by talking about the listener.


listen sundance picture.jpg

"Ernest And Celestine" courtesy of 


First we need to choose where to listen. There is so much information generated every second through various digital channels– social, video, blogs, images, news –and people could be talking about Sundance just about anywhere. How do we choose? I like to cast a wide net, but not all of it is applicable to each command center so we’ll make some choices to focus the analysis down the line.


Twitter and Facebook are the big social channels of course, but there is much more to social. How about video? For an event like Sundance, focusing on film and video is a must, so we’ll include sites like YouTube and DailyMotion. Because Sundance is also an international festival, showcasing films from 44 different countries this year,  I definitely want to include international video sites like out of China.


When anyone and everyone can be a blogger, listening to blog coverage is a must. Bloggers flock to live events like Sundance and really focus their blogging energies throughout such shows. Again, I’ll listen to all of it, from Blogger to, including small sites that simply integrate a blog a piece of their main content. Web forums and message boards, such as those on IMDb, are another great source for social information that’s relevant to Sundance.


Then there’s the news. Sundance generates a lot of press: studio and film maker releases, critic reviews, industry editorials, artist interviews, financial reporting; the list goes on and on. We’ll listen to stories on nearly 60,000 online news sites, plus the comments and forums within them. We’ll listen to activity on community and social news sites like Digg, Reddit and Topix. We want not only the news, but also the reaction to the news.


Where are we not going to listen? In this instance—Wikipedia . Wikipedia is an important site that I definitely include in other use-cases, but when we’re looking to capture the “public buzz” about an event, it’s not the right fit. While including Wikipedia would show us the dozens of daily content updates to Wikipedia pages about Sundance, the films, the artists, the equipment, Park City Utah, and all the things we are interested in – it won’t show what people feel or think about such topics, and that is what we’re interested in.


Stay tuned for part 2…



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About the Author
Martin Cuéllar, Director of Product Marketing for HP Software, is a Subject Matter Expert within HP Autonomy Emerging Technologies. Martin’s...

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