ATSYD 13 Alex Bodman - Razorfish USA

407 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
407
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

ATSYD 13 Alex Bodman - Razorfish USA

  1. 1. THE INSIGHTGuys and girls both want the same thing, theyjust need a spark to ignite.
  2. 2. THE CHALLENGETo bring this fantasy to life in the digital space, in order toachieve engagement and social interaction.
  3. 3. OUR TARGET• Creative• Social 24/7• They want their 15mb of fame
  4. 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. 5. Consumers shape the story by makingsuggestions and voting at YouTube.com/AXE, in banners, and on X-Box
  6. 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. 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. 8. WATCHING THE TRAILER READING THE NOVEL VOTING SHARING STORY IDEAS
  9. 9. YOUTUBE FACEBO K ORICH MEDIA BLO S G X-BOX
  10. 10. The Real Time Production Process• Working with Aspen
  11. 11. Behind The Scenes Video• http://www.youtube.com/watch?v=HqWRc wAo7oc
  12. 12. 32
  13. 13. THE LAB
  14. 14. LAW AND DISORDER
  15. 15. SHOWDOWN IN CHI-TOWN
  16. 16. CUPID’S ARROW
  17. 17. A LUCKY BREAK
  18. 18. UNITED STATES OF ANARCHY
  19. 19. THE IDES OF INSANITY
  20. 20. ALL GOOD THINGS
  21. 21. CREATE CONTENT PROMOTE DURING CAMPAIGNNORMAL APPROACH
  22. 22. CREATE CONTENT PROMOTE DURING CAMPAIGNNORMAL APPROACH CREATE CONTENT PROMOTE DURING CAMPAIGN
  23. 23. 4 MONTHS CO-CREATE CONTENT 4 MONTHSCONSUMERS PROMOTE DURING CAMPAIGN

×