REMIX
ADVERTISING
INFUSION - 13 NOV, 2008
tisdag, 2009 februari 10

GUSTAV VON SYDOW
Planner and concept developer at
Daddy, a swedish digital agency
Co-founder of Burt, a software
company developing creative tools
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LEGO STYLE
INNOVATION AND
THE KNEX WARS
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by
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by
LEGO STYLE
INNOVATION
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THE PERPETUAL AWESOMENESS MACHINE
BLUEPRINT INNOVATE SHARE
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by
MY REMIX
THIS TALK
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IT’S SIMPLY OLD
BEHAVIORS AMPLIFIED
BY NEW TECHNOLOGY
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IT’S A QUESTION OF:
BUY THIS VS. DO SOMETHING
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THE REMIXES WITH THE MOST
IMPACT ARE MADE UP OF THE
STUFF WE ALREADY KNOW
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THE MASHUP
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+=
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TECHNOLOGY IS GETTING
MORE ACCESSIBLE.
WILL MASHUPS BECOME
THE NEW BLOGS?
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”DESIGN PATTERNS”
JUST ANOTHER REMIX
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SO, WHERE ARE THE
ADVERTISING PATTERNS?
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THERE ARE NONE.
TO A LARGE EXTENT GREAT
ADS ARE ”ANTI-PATTERNS”
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THERE ARE NONE.
TO A LARGE EXTENT GREAT
ADS ARE ”ANTI-PATTERNS”
GREAT ADVERTISING IS ABOUT
BREAKING THE RULES.
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\"Rules are what the artist breaks; the
memorable never emerged from a formula.\"
Bill Bernbach
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BREAKING THE RULES IN THE 60’s
SPARKED THE CREATIVE REVOLUTION
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HOW DID BERNBACH BREAK THE RULES?
1. IT WAS HONEST
2. BASED ON INTUITION, NOT PRE-TESTING
3. IMAGINATION TRUMPS RESEARCH
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IF THERE ARE NO RULES, HOW
DO WE KNOW WHAT WORKS?
EXPERIMENT
GET REAL
GET FEEDBACK
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“RELEASE EARLY,
RELEASE OFTEN”
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NO OTHER PLACE IS THIS IDEA
MORE CRUCIAL THAN ON
SOCIAL NETWORKS
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by
PRODUCT PLACEMENT
WORD-OF-MOUTH
VIRTUAL GOODS
SOCIAL APPS
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by
PRODUCT PLACEMENT
FIERCE COMPETITION
FOR ATTENTION
WORD-OF-MOUTH
FROM BOTH BRANDS
AND USERS
VIRTUAL GOODS
SOCIAL APPS
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by
PRODUCT PLACEMENT
GREAT ADDITIONS TO
THE MARKETING MIX
WORD-OF-MOUTH
BUT NOT SCALEABLE
VIRTUAL GOODS
SOCIAL APPS
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by
CONVERSATION CONTENT
Facebook etc Travel & Leisure sites etc
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by
DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHICS
SOCIAL STATUS
TARGETING
NIRVANA
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by
IT’S NOT THE TARGETING
ATTENTION AND IMPACT IS THE
BOTTLENECK.
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CREATING IMPACT BY REMIXING
HOW WE USE TARGETING DATA
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Reactive advertising is mass-customizing
how ads look and behave based on the
unique conditions of each exposure.
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In a wider sense – reactive advertising is
about using data and variables to enhance
messages in a creative way – just like we
use sound, graphics and interaction.
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by
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GOT A TV SCHEDULE? GREAT!
LET’S MAKE AN AIRLINE CARRIER AD!
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by
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by
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by
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MESSAGE BASED ON THE FOLLOWING
VARIABLES:
1. The user’s closest airport
2. Local time
3. Flight time-table
4. What’s on TV
Not many copywriters pull this off.
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COPYWRITERS DON’T THINK IN CODE.
DEVELOPERS DON’T THINK IN COPY.
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by
CopyBox.
THE COPYWRITER’S PHOTOSHOP
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CREATIVE REVOLUTION 2.0
WHEN?
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FROM WHO TO HOW
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DIGITAL LIVE EVENTS:
THE ADVERTISER AS DJ
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CASE STUDY
ANDY THE BOT
FROM “SAYING” TO “SHOWING”
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“Kids aren’t rebelling against marketers, they
want to be marketers”
Rana Reeves, Shrine
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THE LESSONS OF REMIX CULTURE:
INNOVATE THRU ASSEMBLY
RELEASE EARLY, RELEASE OFTEN
PREPARE TO BE REMIXED
CREATE TO BE SHARED
tisdag, 2009 februari 10

THANKS!
www.daddy.se
www.byburt.com
www.copyboxapp.com
twitter.com/vonsydow
gustav.vonsydow@daddy.se
vonsydow@byburt.com
tisdag, 2009 februari 10