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.
"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."
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?
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?