25 | 12:30 PM - 01:30 PM

Dockside Chat: Brand Stewards, Social Cause, and the Brands that Make it Work.
Moderator: Juan Devis, Director of Development, KCET  http://www.kcet.org/
Erin DeRuggiero, CMO, Social Reality  http://www.socialreality.com/
Kamala Lopez, President, Heroica Films http://heroicafilms.com/
Lynn Hirshfield, Sr. VP, Participant Media, "Waiting for Superman", "Food Inc.", "An Inconvenient Truth" http://www.participantmedia.com/
Casey Caplowe, Creative Director and Co-Founder, GOOD, Inc.  http://www.good.is/company

Click here for photos from this panel at the spring summit

Read More For Bios

Erin DeRuggiero, CMO, Social Reality  http://www.socialreality.com/

Erin is the Co-Founder & CMO of Social Reality. She & her team deliver “real impact for brands marketing in the virtual world,” leveraging social media to launch highly effective digital engagement programs.

Social Reality has launched viral campaigns for more than 100 megabrands, including Diet Coke, Snickers (Bar Hunger), eBay, Microsoft, HP, Nike, Odwalla (Haiti Hope), Kellogg’s, Aflac, Target, Bank of America, T-Mobile, Korbel, General Mills, Bayer Healthcare (50 years of the Pill) and Tide (Loads of Hope.) The company’'s campaign for Aflac and Children’s Healthcare Center of Atlanta was featured in AdAge’'s “"Good Works”" section, for cultivating more than a million new fans within a 3-week period and raising more than a million dollars for Aflac’'s nonprofit partner.

Prior to launching Social Reality, Erin was VP, Innovation & Digital Strategy for Gaiam's Lime Network, where she spearheaded strategic digital partnerships for the Lime Ad Network. She also spent 9 years with Utne Reader magazine as their National Advertising Director, pioneering their foray into online publishing & digital partnerships. Erin has consulted for Crocs Inc., Sierra Magazine, NaturalPath Media, Tait Subler, Capsule Design and MusicMatters, where she developed their heralded online community for CLIF Bar’'s Greennotes music & sustainability program.

Erin lives with her partner and covers East & Midwest for Social Reality, splitting time between the frozen tundra of Minneapolis, MN and Social Reality's Brooklyn, NY office.

Kamala Lopez, President, Heroica Films http://heroicafilms.com/

Kamala Lopez is an actress, screenwriter, director and producer. Lopez has worked as an actor in over thirty feature films including Born in East L.A., Deep Cover, The Burning Season (winner of 2 Emmys, 3 Golden Globes and the Humanitas Prize), Clear and Present Danger, Lightning Jack, and I Heart Huckabees. She has starred in over sixty television shows including Medium, 24, Alias, NYPD Blue, Hill Street Blues, Miami Vice, 21 Jump Street (winner of the Imagen Award). She also hosted the PBS series Wired Science.

Her feature directorial debut, A Single Woman, about the life of first Congresswoman Jeannette Rankin, won the 2009 Exceptional Merit in Media Award from the National Women’s Political Caucus.

In 1995 Lopez formed production company Heroica Films with the mission to write, direct and produce media for women, about women and utilizing women both in front and behind the camera. Since then Lopez and Heroica Films have produced, directed and written many short films, several features, film festivals, podcasts and virtual internet media campaigns.

Lopez is the Executive Director of The ERA Education Project, a new national media campaign to ratify the Equal Rights Amendment in partnership with the National Women’s Political Caucus and the National Organization of Women. She is the National Program Director of Global Girl Media, which nurtures the voices and self-expression of young girls internationally. Lopez sits on the Advisory Board of The Women’s International Film and Television Showcase, is a blogger for Huffington Post and an Aspen Institute Scholar.

Lynn Hirshfield, Sr. VP, Participant Media, "Waiting for Superman", "Food Inc.", "An Inconvenient Truth" http://www.participantmedia.com/

Lynn Hirshfield, a longtime Hollywood film executive, is Participant Media’s SVP of Publishing and Business Development. She has worked for Participant Media since late 2005 overseeing the nexus of where film, social action, publishing, philanthropy and new media meet. In addition to her role as a producer of content, she leads the development of strategic marketing partnerships and integrates these partners into social action and advocacy campaigns. Some of the films she has worked on include An Inconvenient Truth, Food, Inc., The Cove, The Informant, The Soloist, The Kite Runner, Fast Food Nation, Fair Game, Charlie Wilson¹s War, Darfur Now, and most recently, the hit documentary Waiting for Superman.

In 2010 and 2011, She was responsible for the “Waiting for Superman” campaign partnership with Donorschoose.org which helped 2.7 million students in under-served classrooms through a multi-platform, prepaid gift card program which allowed for the $3.3 million raised via foundations and high net worth individuals to be cashed in as micro-donations by citizens interested in helping education in the US. She also created a series of partnerships with like-minded brands and NGOs for the pledge-meter, including a $5 million grant from NewSchools.org, which triggered financial gifts to schools when certain milestones were reached by the over 250,000 people who pledged to see the film months before it came out in theaters. ?2009, she forged a partnership with Stonyfield Yogurt to brand 10 million yogurt caps with the poster art for “Food, Inc” which could be cashed in for $30 of free organic products provided by a consortium of brands and grocers including Wal-mart and Whole Foods and a major promotional partnership with Chipotle.

Over the last six years, Lynn has created several new verticals for PM including the first social action viral video connected to a film (www.backwardshamburger.com <http://www.backwardshamburger.com> and The Meatrix 2.5), the company’s first integrated corporate engagement program (BMW’s giveaway of 750,000 DVDs of “An Inconvenient Truth” to its car club members in 2007), and its first “app” game (the WFS Super School Ipad and Iphone app.) ?She is also responsible for creating a publishing arm for the media company and published 4 books in two years, two of which hit #1 on the New York Times Best Seller list. ?There are four more companion guides presently being produced and a redesign of the Super School app for Michelle Rhee's StudentsFirst.org. ?She also publishes a monthly newsletter that reaches over 100,000 socially conscious K-12 teachers with whom she has been corresponding since 2007. She is responsible for generating the company’s corporate brochures, and for specialized email blasts and other media related to marketing specific advocacy programs associated with the films the company produces. For each film, book or social media product she works on, Lynn vets and structures deals with a host of non-profit foundations, corporate partners, advocacy groups, and media professionals to generate programs with a triple bottom line-- all programs must be financially viable, demonstrate measurable results, and must be executed in a sustainable manner.

Previous to working at Participant Media, Lynn has served in the same capacity for a number of internet content and technology start ups, and various studios and venture capital groups specializing in creating new verticals and generating strategic partnerships with corporate sponsors. She worked as a development executive for productions garnering a number of awards, including four Emmys, a Peabody Award and two Television Critics Awards -- among them the PBS series Wishbone. She was also a story editor for National Geographic Feature Films, Scott Rudin, Norman Lear, Tim Burton and Sony, Fox and Warner Bros. Studios.

Lynn is also the author of three children¹s books, Sassafras: True Confessions of a Poodle Princess and

Sassafras Goes to Hollywood. ?The Sassie books benefit dog rescue and were directly inspired by Participant’s mission to use creative media for social change. Her most recent book is Girls Gone Green which was published in 2010 and generated an extremely active fan base of eco-minded young women and their mothers via social media and the website www.girlsgonegreenaction.com. Lynn is a trustee of the Women in Film Foundation, a member of the advisory boards of Teens Turning Green, K9 Connection, EcoPetts, and Chipper, and serves as a judge for the Environmental Media Awards and the Brower Youth Awards.

Lynn is a graduate of U.C. Berkeley and the Radcliffe Publishing Procedures Graduate Program at Harvard University.

Photos from the springpanel

Digital Hollywood Content Summit VII - Thursday, May 5, 2011 - BRANDS SUMMIT