Fallon Brainfood: From Boring to Big Bang
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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. ...

...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.

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    Fallon Brainfood: From Boring to Big Bang Fallon Brainfood: From Boring to Big Bang Presentation Transcript

    • …From Boring to Big BangHow Causes Can Get Interesting And Get Attention From News and NewsfeedsStrategy For Good, Twin Cities#S4GMPLSDecember 10, 2011
    • 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
    • Everybody wants to know the secret…
    • {Interestingness}
    • A dark art best left to experts?
    • Don’t Apologize For Your Message.Instead, Let’s Wring More Interestingness Out Of Your Message.
    • So…How can my cause marketing get more interesting?
    • Start by understanding the motivations of Press People
    • PeoplePress
    • Press{STORIES WORTH TELLING} People
    • Newsfeed News
    • News{STORIES WORTH TELLING} Newsfeed
    • The harsh truth (from a friend who cares)…Your Press Release is often not a story (worth telling).Yet.
    • 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.
    • 1. A great master of marketing Interestingness:William Castle, knew well how to Inject a Bit ofTheater into his announcements
    • 2. Tate Modern Dumbs It Down by making fine artrelatable to pop culture and current times
    • 3. Childrens’ Defense Fund Shocks/Mocks theSystem by running a 10YO for President
    • 4. Minnesota Planetarium Society Challenges Age-Old Assumptions with a provocative new world view
    • 5. “I Love Boobies” gets Refreshingly Honest toengage youth targets with a serious issue
    • 6. Livestrong and #iranelection, and Starbuck’s Jobsfor USA Make Participation Easy
    • 7. PETA Borrows Equity from buzzworthy celebhijinks to get their own message passed along
    • 8. Susan G. Komen and (Red) recognizes and LendsEquity to brands
    • 9. Special Olympics and MS Make People Co-Marketers into their otherwise serious agendas
    • 10. Movember introduces “man cancer” into theconversation by generously Lending Interestingnessto Its Participants
    • 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
    • Appendix
    • 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/
    • 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