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BUSCD 6: Creativity in age of participation
 

BUSCD 6: Creativity in age of participation

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    BUSCD 6: Creativity in age of participation BUSCD 6: Creativity in age of participation Presentation Transcript

    • #BUSCD Session 6February 27, 2012
    • Quick Recap CreativeBulli Assignment Standups BreakCreative Exercise Facebook
    • Advertising strategy is no longer only about inspiring thecreation of an ad.Today it has to inform how brands generate content, engagein the social stream, invite participation, and createcohesion across all media. 
    • We still need creativity
    • attract attentionget rememberedinspire sharing
    • Context
    • What makes content creative in the age of participation?
    • incredibly entertainingnot marketing entertaining, butgenuinely entertaining. content thatyou would seek out without itintruding on your life
    • chipotle
    • perfectly relevantright message or content, at theright place, at the right time. (thinkwheat thins)
    • "The online storm they whipped up around their show was amasterclass in digital marketing. Following this triumph, theyeasily topped our list of most-talked about fashion weekdesigners. Theyve changed the fashion landscape and nextseason it will be telling to see who else has stepped up to themark."
    • totally usefulit brings genuine utility as a serviceto the consumer, but in a way thatstays connected to the product orbrand
    • Storytelling: Chipotle (good enough to share)Games: Heineken Star Player (play with friends) Apps: Olmeca Tequila (social sharing/context) Experiences: Teletransporter (public) AR: Olympus demo (use and share) Crowdsourcing: Sit or Squat, Pen Ready Inside access: Burberry
    • Do I like it, really like it?Would I tell my friends?Would I share it socially? Does it inspire awe?
    • tequila appolympus
    • Team A Stand-upsAaron, Adam, Alyssa, Anne, Annie
    • 25 in 25
    • What if it were huge? What if Marcel the Shell used it? What if it were a metaphor?What if the world were to be attacked by Origami? What if it were a sculpture? What if it were used to unite NY and Boston? What if it were a Guinness record? What if it were a playlist? What if it starred in the SI bathing suit issue? What if it came in a little blue box? What if it were a political statement?
    • Boston/Facebook
    • QuestionsNext Week