A cancelled upfront presentation was salvaged using social media to spark Hallmark Channel’s innovative and creative alternative.

eBrandgelize Digital’s Nicole Hansen went to New York to cover clients at the Crown Media Family Networks Upfront Presentation. When informed that the event was cancelled, she suggested that since the stars and executives were already in NYC, the show must go on, if not live – then virtually! The PR and Social Media team at Crown Media were inspired… They took advantage of the snow, and tied it into Hallmark’s Christmas themed programming. They successfully transformed the Nor’easter into a “Hallmark NoelEaster.”

“And then they did something incredibly timely and forward-thinking. Undeterred by the heavy snowfall on Wednesday, President and Chief Executive Officer Bill Abbott, Advertising Sales Executive Vice President Ed Georger and two of Hallmark Channel’s most popular made-for movie personalities, Candace Cameron Bure and Danica McKellar, made their way to Central Park for an impromptu Facebook Live transmission during which many Upfront announcements were made.”
— Simon Applebaum, MediaVillage

“There will be no overall Jacks score awarded to Crown Media Family Networks this year because there was no actual event to consider. But they deserve an informal 5 Jacks for making the most of a bad situation over which they had no control and using it as an opportunity to do something inspired, pulling together what some are referring to as a Virtual Upfront and others the first-ever SnowFront. Well done!”
— Simon Applebaum, MediaVillage

The Facebook Live garnered positive press and great reviews from Deadline, Variety, AdWeek, and MediaVillage.