By Kevin Bracken

From Toronto to Botswana and back, Eli Singer‘s CaseCamp on Wednesday evening was an enlightening trip through a world of viral marketing and branding campaigns.
Set at the low-key Fifth Club on Richmond Street W, this un-conference was everything a conference should be: casual, educational, and dimly-lit. A creator of the American Dad vs. Family Guy advergame provided an especially entertaining display of the kung-fu word-of-mouth hit.
Perhaps the most surprising presentation came from Malcolm Allen of Placebrands. Botswana is a country of 1.7 million people in an area the size of Texas. Rich with diamonds, the country is not only politically stable but committed to exporting its peaceful message to the world. To communicate this to CaseCamp, Malcolm asked the audience to close its eyes while he drummed and explained to us life on this sub-Saharan plateau with his charming British accent.
How do you brand a place?
Photo by Rannie Turnigan.