TD Ameritrade’s “Market Drive” series was developed to educate consumers on retirement, education, and general investment accounts. “Market Drive” events are hosted throughout the country, generally drawing 500 to 1,000 attendees who are eager to learn more about long-term financial planning.
Due to the COVID-19 pandemic, TD Ameritrade was forced to cancel 4 of their “Market Drive” events. They had no immediate plans to bring them back until social distancing guidelines were lifted. Because of the volatility of the financial markets during the pandemic, consumers were more anxious than ever about investing, demonstrating the value of TD Ameritrade’s “Market Drive” program.
As a solution to the problem, Broadcast Management Group’s creative services team proposed continuing the “Market Drive” program as a virtual town hall instead of an in-person live event. TD Ameritrade was very receptive to the idea and asked our creative team to develop and produce their first virtual town hall with 6-days lead time.
Our creative services team developed a 4-hour live town hall featuring a host, social media correspondent, and six contributors. Both the host and correspondent were shot in front of a green screen using Brainstorm virtual set technology. The six contributors were integrated into the live program using at-home REMI kits that were designed and engineered by Broadcast Management Group’s system integration division. In order to add a layer of engagement with at-home viewers, the program integrated live questions via Twitter and Facebook as well as pre-submitted video questions.
Our creative division developed the show format, show rundown, designed all virtual sets, and created all show graphics for the town hall. Broadcast Management Group’s live production division executed the live broadcast, which streamed to Facebook, Twitter, Instagram, Amazon Fire TV, and the TD Ameritrade Network website.
TD Ameritrade’s first virtual town hall drew 1.8 million viewers.