Fallon Brainfood: From Boring to Big Bang


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...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011.

Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.

Published in: Business, Technology

Fallon Brainfood: From Boring to Big Bang

  1. 1. …From Boring to Big BangHow Causes Can Get Interesting And Get Attention From News and NewsfeedsStrategy For Good, Twin Cities#S4GMPLSDecember 10, 2011
  2. 2. Hi. Im Aki Spicer. Director of Digital Strategy Veteran Planning Director @nexus of consumer culture and technology Blogger, Author, User Adjunct Professor, University of Minnesota Co-Founding "Officer of Good" for Planning For Good Forging a “post-digital” approach Ushering advertising into the age of participation
  3. 3. Everybody wants to know the secret…
  4. 4. {Interestingness}
  5. 5. A dark art best left to experts?
  6. 6. Don’t Apologize For Your Message.Instead, Let’s Wring More Interestingness Out Of Your Message.
  7. 7. So…How can my cause marketing get more interesting?
  8. 8. Start by understanding the motivations of Press People
  9. 9. PeoplePress
  10. 10. Press{STORIES WORTH TELLING} People
  11. 11. Newsfeed News
  12. 12. News{STORIES WORTH TELLING} Newsfeed
  13. 13. The harsh truth (from a friend who cares)…Your Press Release is often not a story (worth telling).Yet.
  14. 14. 10 #Winning Approaches to Get Interesting…and Get Attention From News and Newsfeeds Lets look at some highly effective cause marketers, and what you can learn from them.
  15. 15. 1. A great master of marketing Interestingness:William Castle, knew well how to Inject a Bit ofTheater into his announcements
  16. 16. 2. Tate Modern Dumbs It Down by making fine artrelatable to pop culture and current times
  17. 17. 3. Childrens’ Defense Fund Shocks/Mocks theSystem by running a 10YO for President
  18. 18. 4. Minnesota Planetarium Society Challenges Age-Old Assumptions with a provocative new world view
  19. 19. 5. “I Love Boobies” gets Refreshingly Honest toengage youth targets with a serious issue
  20. 20. 6. Livestrong and #iranelection, and Starbuck’s Jobsfor USA Make Participation Easy
  21. 21. 7. PETA Borrows Equity from buzzworthy celebhijinks to get their own message passed along
  22. 22. 8. Susan G. Komen and (Red) recognizes and LendsEquity to brands
  23. 23. 9. Special Olympics and MS Make People Co-Marketers into their otherwise serious agendas
  24. 24. 10. Movember introduces “man cancer” into theconversation by generously Lending Interestingnessto Its Participants
  25. 25. 10 #Winning Approaches to Get Interesting 1.  Inject A Bit Of Theater 2.  Dumb It Down 3.  Shock/Mock The System 4.  Challenge Age-Old Assumptions 5.  Get Refreshingly Honest 6.  Make Participation Easy 7.  Borrow Equity 8.  Lend Equity (to brands) 9.  Make People Co-Marketers 10.  Lend Interestingness to Your Participants…and Get Attention From News and Newsfeeds
  26. 26. Appendix
  27. 27. Bookmarkshttp://bytes.fallonhotdish.comhttp://knowyourmeme.com/memes/episodeshttp://buzzfeed.comhttp://www.todaysbigthing.com/http://www.rocketboom.comhttp://knowyourmeme.com/http://boingboing.net/http://current.com/shows/infomania/viral-video-film-school/http://tosh.comedycentral.com/
  28. 28. Fallon Brainfood—trends, ideas, opportunities, andthought leadership for our brands.Brainfood is our all-agency food-for-thought.Where we’ve been in recent years:Being Digital // Social 10 // Virtuality // Design For All //China Rising // Fall0nylitics // Mobile 10 // The Google+ Opportunity //How Customer Service Will Save Luxury // Startup and Never Stop //Coupons 2.0 // How to Make Contagious Ideas // and moreUpcoming:Social Media Dollars and Sense // UX and You // How to PlanMobile Apps // and moreMissed previous Brainfoods?Go to http://www.slideshare.net/group/we-are-fallon