Today during Social Media Week in NYC, Tumblr CEO David Karp took to the stage with Ogilvy’s John Bell to discuss how brands can take advantage of Tumblr without spoiling it.

Beyond the intros and an interesting founding story, Karp shared a number of noteworthy thoughts regarding brands that truly “get” Tumblr. He also spoke of a lifelong love of advertising — his father apparently even ran a studio that produced jingles for businesses.

Out of the vast sea of companies that have tapped into Tumblr, Karp highlighted Lion’s Gate, which took an unusual direction to advertise the Hunger Games film. Ultimately, the company managed to tap into Tumblr’s sizable fashion community — something that would have been impossibly to do with a simple promo page or ads.

Watch the entire talk, embedded below:

You can see more of TNW’s Social Media Week coverage right here.