SW Creative Digital Comm February 13

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This is the fifth monthly installment of an internal presentation we give to our team to spark ideas and thoughts.

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SW Creative Digital Comm February 13

  1. 1. IDEA STARTERS: CREATIVE DIGITALCOMMUNICATIONS 2.2013
  2. 2. THEMES There is a definite movement to create branded channels and communities where brands can “own” the audience and the ways they communicate. Sometimes this means pulling in content from existing social platforms and sometimes it means creating custom content. But, clearly, brands are looking for ways to engage with fans on their own terms. @stoneward
  3. 3. CROWDSOURCING:USER-GENERATED CONTENT @stoneward
  4. 4. FORD FIESTA STRATEGY: Recruit young drivers for the sub-compact Fiesta. Much like the initiative four years ago, recruit 100 social media IDEA: super stars to drive the Fiesta and share their experiences through social media, then use this crowdsourcing to create the advertising campaign. Interest parties can apply through a special website,The Fiesta EXECUTION: Movement, and 100 people will be chosen.They will be given a 2014 Fiesta, with gas, insurance and camera equipment.They will be issued challenges that they have to complete and report back on. All content for the new Fiesta ad campaign will come from these social media stars and their experiences with the cars.Source @stoneward
  5. 5. FORD FIESTASource @stoneward
  6. 6. FORD FIESTASource @stoneward
  7. 7. FORD FIESTASource @stoneward
  8. 8. FORD FIESTASource @stoneward
  9. 9. OCCUPY CONAN STRATEGY: Engage fans in the show content. Ask fans to re-create clips from a specific show, then stitch those IDEA: together to create a full crowdsourced episode of Conan O’Brien. EXECUTION: On January 31st, nearly 200 fan clips were stitched together to create Occupy Conan. Submissions included intricate cardboard cutouts that spelled out the opening credits, talking hand puppets that replaced Conan and guest Anne Hathaway, and an audience made out of clay. There were, of course, several hopeful comedians who impersonated the host, with Tina Fey even making a brief appearance as O’Brien. The format points towards the future of TV (and largely, advertising): a two-way interaction between fans and content creators, rather than the one-dimensional ‘push’ that it is now. As the terms ‘social’ and ‘engagement’ continue to generate buzz, brands will more and more experiment with new ways of creating content and reaching consumers, just as Conan disrupted the typical TV show format with Occupy Conan. Conan live-blogged during the airing of the episode.Source @stoneward
  10. 10. VIDEO:IT SELLS @stoneward
  11. 11. COACH STRATEGY: Demonstrate product versatility to help drive sales. Use simple animated videos. IDEA: EXECUTION: Create videos that show the product in use. @stoneward
  12. 12. COACHSource @stoneward
  13. 13. EXPERIENCE:USING TECHNOLOGY TOOPTIMIZE EXPERIENCES @stoneward
  14. 14. SONY STRATEGY: Demonstrate concert-like quality of new headphones. Create a virtual concert. IDEA: EXECUTION: Create a custom app that that when paired with a concert poster and headphones, creates an augmented reality concert. The “Headphone Music Festival” in Tokyo allowed people to download the app, put on their headphones, and scan a poster for the event to see virtual performances on their smartphone by four best-selling local rock bands.This clever promotion compares the audio quality of Sony’s headphones to listening to live music. People were also able to “attend” the festival by trialling Sony’s headphones at retail outlets and electronics stores across Japan. Sony worked with Naked Communications to promote its headphones specifically designed for smartphones, which offer a higher quality music experience.The agency created a smartphone app using Sony’s SmartAR technology to launch the first ever augmented reality rock festival.Source @stoneward
  15. 15. SONYSource @stoneward
  16. 16. COMMUNITY:OWNING FANS IN A BRANDEDCHANNEL @stoneward
  17. 17. VOLVO STRATEGY: Aggregate all digital presences and audiences into one online location that can be owned by the brand. Create a brand channel that builds community around the IDEA: brand. EXECUTION: Within the brand website, create a community section that pulls together all engagement aspects of communications efforts. @stoneward
  18. 18. VOLVOSource @stoneward
  19. 19. VOLVOSource @stoneward
  20. 20. VOLVOSource @stoneward
  21. 21. VOLVOSource @stoneward
  22. 22. VOLVOSource @stoneward
  23. 23. VOLVOSource @stoneward
  24. 24. DISCUSSION/QUESTIONS @stoneward
  25. 25. OBSERVATIONS • Brands are getting more creative in their use of the technology tools available to them and combining channels, technology and experience expertise to create something unique. • Video must be associated with everything we do. We need to start thinking about how it can be used in non-traditional ways. @stoneward
  26. 26. THANK YOU.Emily Reevesereeves@stoneward.com@reeves501@stonewardwww.waitingfortheelevator.com

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