Around the Digital Campfire

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Around the Digital Campfire
with Matthew Barnett and Tatjana Green

OVERVIEW
Brands are no longer limited to the traditional 30sec TV spot to get their story to an audience. The world of digital storytelling has not only opened the doors to long form, interactive pieces, it has also created an almost insatiable demand for content. So how can brands best utilize the ability to tell more in-depth stories, without succumbing to the pitfalls of an audience who has become more adverse to being “advertised” to? How can creatives produce more opportunities for high impact work, while budgets for digital are still well below that of traditional, televised content?

Presented at FITC Toronto 2014 on April 27-29, 2014
More info at www.FITC.ca

Published in: Marketing, Business, Technology
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Around the Digital Campfire

  1. 1. AROUND THE DIGITAL CAMPFIRE TELLING STORIES IN AN ONLINE SPACE Sunday, April 27, 14
  2. 2. BEFORE WE TOLD STORIES WE SKEWED PERCEPTIONS Sunday, April 27, 14
  3. 3. THE FIRST SPARK Sunday, April 27, 14
  4. 4. Sunday, April 27, 14
  5. 5. TELL A STORY WORTH LISTENING TO & AUDIENCES WILL PAY ATTENTION Sunday, April 27, 14
  6. 6. AD LIFE VS REAL LIFE Sunday, April 27, 14
  7. 7. In “ad life”, people interact with products in ways that no human ever would... or should. These ads reflect the way the advertisers want their audience to revel in their product, rather than the way it actually integrates into their life. Sunday, April 27, 14
  8. 8. FACEBOOK HOW IT LOOKS FROM THE INSIDE Sunday, April 27, 14
  9. 9. Sunday, April 27, 14
  10. 10. FACEBOOK HOW IT LOOKS WITH SOME INSIGHT Sunday, April 27, 14
  11. 11. Sunday, April 27, 14
  12. 12. SO WHAT HAS CHANGED? Sunday, April 27, 14
  13. 13. WE’VE BEEN CONVINCED THAT WE’RE ALL BEAUTIFUL SNOWFLAKES... AND WE THINK WE DESERVE TO BE TREATED AS SUCH. IT’S NO LONGER ABOUT HOW A BRAND CAN IMPROVE OR CHANGE YOUR LIFE. IT’S ABOUT HOW WELL IT CAN INTEGRATE INTO YOUR VISION OF YOUR LIFE. Sunday, April 27, 14
  14. 14. PRODUCT PLACEMENT IS NOW LIFESTYLE ENDORSEMENT Sunday, April 27, 14
  15. 15. MEET ANDREW, MOmo & the Sony xperia Sunday, April 27, 14
  16. 16. With 180k instagram followers, and legitimate online cred, SONY found a “personal brand” that they could integrate with. SPOKES PEOPLE ARE NOW REAL PEOPLE Sunday, April 27, 14
  17. 17. Sunday, April 27, 14
  18. 18. HOW THE STORY WAS TOLD - Film played online at MTV.ca & promoted through their media channels & Andrew’s. - Viewers sent through their own themed pics via campaign specific hashtags. - Gallery was housed on MTV.ca with viewers being encouraged to vote on their top pics Sunday, April 27, 14
  19. 19. WE ARE CURATORS OF OUR OWN ONLINE LIFE WE DON’T WANT BRAND STORIES, WE WANT STORIES ABOUT US. Sunday, April 27, 14
  20. 20. WE’RE ALL CONSENTING ADULTS HERE. LET’S TALK ABOUT AN OPEN RELATIONSHIP Sunday, April 27, 14
  21. 21. FORD, MTV & A BIG BUNCH OF MUSICIANS Sunday, April 27, 14
  22. 22. Sunday, April 27, 14
  23. 23. CONTENTWHERE THERE’S A HUNGER, THERE’S AN OPPORTUNITY Sunday, April 27, 14
  24. 24. GO TELL yOUR STORY Sunday, April 27, 14

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