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Posts Tagged ‘Julia Huang’

SoCal Ad Firms Make Effie Awards History

It’s not just the massive box office for Fast & Furious 6 that reminds of our Brave New Multicultural World. Ahead of Justin Lin‘s gargantuan visceral pull, interTREND Communications made some similar history and is still celebrating post-holiday weekend.

The Long Beach ad firm’s AT&T Web series campaign Away We Happened, propagated in partnership with San Gabriel-based Rezonate Media, was the winner of the first-ever Asian Community award. The Effie has been handed out since 1968 and interTREND CEO Julia Huang was in New York City last week to accept the trophy.

Six-week YouTube series Away We Happened relied on Asian American influencers to spread the word and amassed more than 12 million total views. Along the way, audiences were asked to provide interTREND and Rezonate with direction on where to take the plot next.

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Innovative AT&T Web Series a Big Hit with Asian Americans

The key takeaway from Meg JamesLA Times article about a successful campaign created for AT&T by Long Beach firm InterTrend Communications comes four paragraphs down:

“The subculture is actually becoming the mass culture,” explained Julia Huang, InterTrend’s founder and chief executive. “The people who are watching Web series … are actually leading the way of how media is consumed and how the culture is shaped.”

InterTrend was hired to connect AT&T with a demographic that has been found to watch twice as many Web videos as any other ethnic American group. The result was the English-language Away We Happened, an interactive YouTube soap opera that has racked up more than 10 million views. The drama focuses on a young couple played by Sacramento actor Victor Kim and Internet personality Jen Frmheadtotoe.

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