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Clemenger bbdo carltondraft_agile_marketing

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  • 1. Agile  Marke+ng           (Well  kind  of.)  
  • 2. Before  We  Start…   1.  agile     (verb)  To  work  on  something  when  you  don't  understand  the  problem  space,  the  market,  the  actual  goal  of  the   product  or  really  any  engineering  at  all.   Engineer  1:  They  want  me  to  build  an  inverse  flux  capcitor  for  our  new  marke+ng  theme.     Engineer  2:  Man  that  sucks,  what  are  you  doing  to  do?  Don't  they  know  the  IFC  is  a  joke?     Engineer  1:  Well  I  guess  I'll  just  have  to  scrum  and  agile  one  up     2.  Agile     Agile  is  a  generalized  term  for  a  group  of  an+-­‐social  behaviors  used  by  office  workers  to  avoid  doing  any  work  while   simultaneously  giving  the  appearance  of  being  insanely  busy.  Agile  methods  include  visual  distrac+on,   subterfuge,  camouflage,  psycho-­‐babble,  buzzwords,  decep+on,  disinforma+on,  and  ritual  humilia+on.  It  has   nothing  to  do  with  the  art  and  prac+ce  of  soTware  engineering.   That  crap  was  built  using  Agile.    
  • 3. What  we  learnt  as  a  client  
  • 4. 0   100   200   300   400   500   600   0   20   40   60   80   100   120   140   160   1900   1906   1912   1918   1924   1930   1936   1942   1948   1954   2000   2006   2012   2018   2024   2030   2036   2042   2048   2054   2100   2106   2112   2118   2124   2130   2136   2142   2148   2154   2200   2206   2212   2218   2224   2230   Reach  (000's)   Downloads  Per  Minute   Time   Audience  (000's)   Downloads   TVC   Billboard  
  • 5. What we achieved
  • 6. 70,000 downloads
  • 7. 1,000,000 games
  • 8. Average engagement: 7 minutes per week