Conference: Oct 5-6
Workshops: Oct 7
Create Culture, Don't Chase It: Making Your Brand Part of the Zeitgeist
Shobhit Jain (Sr. Content Strategist, Universal Destinations & Experiences)
Date: Monday, October 5
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Audience Level:
Intermediate
Track:
Brand & Demand Marketing
Vault Recording: TBD
Audience Level: Intermediate
In today's content landscape, brands are constantly chasing relevance — jumping on trends, partnering with influencers, and competing for fleeting attention. But what if your brand didn't have to chase culture… because it created it?
This session explores how brands can move beyond one-off campaigns and build content that earns a place in culture. Using COASTARS — a celebrity-driven interview series created by Universal Destinations & Experiences as its own version of a celebrity press tour stop — we'll show how a travel brand puts a fresh spin on the traditional media circuit, focusing not on short-term conversion but on long-term brand and cultural relevance. COASTARS leverages celebrity influence, unscripted moments, and cultural touchpoints to create shareable, authentic content that sparks conversation, engages new audiences — including those who have never visited Universal theme parks — and delivers measurable business impact.
If you want to create content that doesn't just perform, but makes your brand part of the zeitgeist, this session will show you how.
Takeaway
Attendees will walk away with practical strategies for:
• Building content rooted in their brand's unique access and perspective
• Creating repeatable formats that audiences return to — not just scroll past
• Developing content that moves beyond traditional marketing to enter cultural conversation in a way that feels authentic