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SW Creative Digital Comm September 13


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Each month at Stone Ward, we find interesting creative digital campaigns to share with our team as idea starters for our own clients. This is the presentation from September 2013.

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SW Creative Digital Comm September 13

  2. 2. THEMES Leveraging Memes Games Using Short-FormVideo Crowdsourcing @stoneward
  3. 3. PISTACHIOS STRATEGY: IDEA: EXECUTION: @stoneward Leverage internet memes to garner attention for the brand. Prancercise! The campaign, which began in 2007, has featured such cultural oddities as Honey Badger, Snooki, Snoop Lion, Keyboard Cat,The Village People and the Secret Service. Source
  4. 4. DENNY’S STRATEGY: IDEA: EXECUTION: @stoneward Leverage the day’s top news to garner attention. Hop on the Gold Apple train. After Apple released the iPhone 5S in a number of unusual colors, including gold Denny's gently mockingTwitter ad showed the word "Pancake" in the standard Apple iPhone font, adding an Apple-style "S" in a box.The tagline, over a picture of a short stack with bright-gold butter, said, "Always available in golden." Source
  5. 5. DENNY’S @stonewardSource
  6. 6. CHIPOTLE STRATEGY: IDEA: EXECUTION: @stoneward Chipotle Mexican Grill prides itself on the fact that it serves only "responsibly raised beef, pork and chicken."That means the meat it buys comes from animals raised outside or in comfy pens, who are never given antibiotics and are fed an additive-free, vegetarian diet. Lambast the Big Food companies that drug animals in the name of profit. Chipotle's gleaming, super-efficient stores and revenue of over $800 million are more Big Food than taco stand. (McDonalds was even an investor for a spell.) But the chain seems to want to show solidarity with the emerging class of entrepreneurial artisans making food from scratch.We're the good guys, fighting the bad guys, it whispersThe film, created in partnership with Academy Award-winning Moonbot Studios, is meant "to help people better understand the difference between processed food and the real thing," says Mark Crumpacker, chief marketing officer at Chipotle. It's also a teaser for the game, which is available for free on iPhone and iPad, and is all about taking down Crow Foods.According to Chipotle, the game encourages players to "tilt and tap your way through four unique worlds to protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots." Players who earn enough "stars" get a buy-one, get-one-free offer redeemable at Chipotle store. Source
  7. 7. CHIPOTLE @stoneward
  8. 8. CHIPOTLE @stoneward
  9. 9. CHIPOTLE @stoneward
  10. 10. CHIPOTLE @stoneward
  11. 11. CHIPOTLE @stoneward
  12. 12. AIRBNB STRATEGY: IDEA: EXECUTION: @stoneward Create a film that embodies the Airbnb mission: a story of travel, adventure, and finding your place in the world. Create the first short film using crowdsourcedVine videos. To achieve this, the company released a shot-list overTwitter that anyone could film for submission, and offered a $100 Airbnb credit to anyone lucky enough to have theirVine included in the final product. In all, the project attracted over 750 submissions from around the world and 100Vines were used in the final film, which was released online and on Sundance Channel last week. Individuals were contributing shots given to them in isolation, the story--created by screenwriter BenYork Jones--came together to form a cohesive and whimsical tale of travel and adventure, as told through the perspective of a paper airplane. Source
  13. 13. YAHOO! STRATEGY: IDEA: EXECUTION: @stoneward Create a more modern look for theYahoo! brand. Update theYahoo! logo for the first time in 18 years. The new logo was revealed at the end of a “30 Days of Change” campaign thatYahoo! was running. Each day of the 30 days, a version of the new logo was revealed on theYahoo! site with the last day a release of a video that showed the architecture of the new logo. Source
  14. 14. DUNKIN’ DONUTS STRATEGY: IDEA: EXECUTION: @stoneward Capture short attention spans during Monday Night Football. Run the first everVine television commercial. Dunkin Donuts ran its spot on ESPN during the network’s Monday Night Football.The firstVine-based commercial ran for five seconds (as a billboard) at the end of the pregame show and showed a latte flipping a coin to signify the start of a football game. It was timed to coincide with the switch from pregame show to game coverage, and Dunkin Donuts will be repeating that plan in future ESPN Monday Night Football broadcasts, too. Later, during the game itself, Dunkin was at it again, creating a Vine video that mimicked an actual play that happened earlier in the Philadelphia vs.Washington game.They tagged it with the #DunkinReplay hashtag and promoted it via paid tweets. Source
  15. 15. DUNKIN’ DONUTS @stonewardSource
  16. 16. DUNKIN’ DONUTS @stonewardSource
  17. 17. GE STRATEGY: IDEA: EXECUTION: @stoneward Give aviation geeks a behind-the-scenes look at GE’s cutting edge facility in Peebles, Ohio, where the company conducts testing on some of the world’s most advanced jet engines – including the world’s largest jet engine, the GE9X. Instawalk. With the help of agencyThe Barbarian Group, GE chose six innovative Instagram influencers with large followings to document the aviation facility tour on the platform on September 20. Contributors include:Adam Senatori, @adamsenatori, an aviator and photographer who won GE’s Instagrapher contest in 2011, Jessica Zolman, @jayzombie, a San Franscisco-based photographer, Chris Ozer, @chrisozer, a Brooklyn-based photographer and three others. GE is also giving six aviation fans a chance to win a trip to participate in the InstaWalk. In order to enter, fans had to comment on GE’s introductory InstaWalk post with one sentence on why they are the biggest GE #avgeek. Fans have just one day – September 4 – to submit their responses.The company was looking for responses that show the person’s passion for aviation and their knowledge of aviation products and technology.Source
  18. 18. GE @stonewardSource
  19. 19. GE @stonewardSource
  20. 20. FOR/ FUN @stoneward
  21. 21. DISCUSSION/ QUESTIONS @stoneward
  22. 22. THANK YOU. Emily Reeves @reeves501 @stoneward