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ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
ATSYD 13 Alex Bodman - Razorfish USA
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ATSYD 13 Alex Bodman - Razorfish USA

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Transcript

  • 1. THE INSIGHTGuys and girls both want the same thing, theyjust need a spark to ignite.
  • 2. THE CHALLENGETo bring this fantasy to life in the digital space, in order toachieve engagement and social interaction.
  • 3. OUR TARGET• Creative• Social 24/7• They want their 15mb of fame
  • 4. A SOLUTIONWe explored ways to recreate the hyper-reality ofthe Anarchy campaign online.And then we thought - why not use the onlinespace to allow consumers to co-create thecampaign?
  • 5. Consumers shape the story by makingsuggestions and voting at YouTube.com/AXE, in banners, and on X-Box
  • 6. Consumers shape the story by making suggestions and voting at YouTube.com/AXE, in banners, and on X-Box The Co-Creation isincorporated into the campaign storyline
  • 7. New comic Consumers shape the story by makingcontent is suggestions and voting at uploaded YouTube.com/AXE, inevery two banners, and on X-Box days The Co-Creation is incorporated into the campaign storyline
  • 8. WATCHING THE TRAILER READING THE NOVEL VOTING SHARING STORY IDEAS
  • 9. YOUTUBE FACEBO K ORICH MEDIA BLO S G X-BOX
  • 10. The Real Time Production Process• Working with Aspen
  • 11. Behind The Scenes Video• http://www.youtube.com/watch?v=HqWRc wAo7oc
  • 12. 32
  • 13. THE LAB
  • 14. LAW AND DISORDER
  • 15. SHOWDOWN IN CHI-TOWN
  • 16. CUPID’S ARROW
  • 17. A LUCKY BREAK
  • 18. UNITED STATES OF ANARCHY
  • 19. THE IDES OF INSANITY
  • 20. ALL GOOD THINGS
  • 21. CREATE CONTENT PROMOTE DURING CAMPAIGNNORMAL APPROACH
  • 22. CREATE CONTENT PROMOTE DURING CAMPAIGNNORMAL APPROACH CREATE CONTENT PROMOTE DURING CAMPAIGN
  • 23. 4 MONTHS CO-CREATE CONTENT 4 MONTHSCONSUMERS PROMOTE DURING CAMPAIGN

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