This deck was made as part of my work at Leo Burnett. It is a collection of the best in consumer engagements by brands all around the world.It has been divided into sections based on the technique/technology/medium used.

1. MARKETING WITH
A TWISTB E S T O F B R A N D E N G A G E M E N T S U S I N G
U N C O N V E N T I O N A L M E T H O D S A N D M E D I U M S

2. INTERNET OF
THINGS

3. DIAGEO SMART WHISKEY BOTTLES FOR
FATHER’S DAY
Products can get a lot more personal when the
Internet of Things makes them smart. Diageo
whisky decided to position itself as the drink to
celebrate fatherhood by connecting 100,000
bottles to the internet so they could be used to
send a personalised, one-to-one digital video
message to fathers with the help of QR codes.
The givers (of the Whisky) were able to
personalise the message with their own
content. By doing so it calls upon the giver to
create what is, in effect, the advertising
message to augment the product, making this
an example of participative (and, at scale,
crowdsourced) creative.

4. AMAZON – TIDE : PRODUCTS THAT
ORDER MORE OF THEMSELVES
Connected products don’t just have to be tools for
marketing; they can also be used for sales!
Amazon’s dash buttons connect to your home wi-fi and
link to the Amazon app. They can be pressed whenever
you are running low on a given product- i.e Tide
detergent, and the product the button corresponds to will
turn up on your door in a couple of days.
Talk about a customer loyalty program! This way your
customers aren’t in a supermarket looking at 100 different
brands of detergent which do similar things and make
similar promises, instead they're in their house looking at
the almost empty bottle of detergent and thinking they
could do with a bit more, so they just press the button and
they're done.
It also makes the purchase process so frictionless that it
literally is at the touch of a button.

5. PHONE IT IN FROM BED
POWER SLEEP FOR SAMSUNG / CHEIL
AUSTRIA
Would you be more likely to do something
philanthropic if you could sleep through it? For
some Samsung consumers, that's a big yes. The
brand tapped Cheil Austria to create Power Sleep,
an app that donates smartphones' CPUs and
processing power to people who really need it—
like scientists calculating data for cancer or
Alzheimer's research.
The app works like an alarm clock. By setting an
alarm when they go to sleep, consumers agree to
donate their phones' power while they're idle. The
effort garnered 250,000 downloads and donated
over 1 terabyte of data, which totals 20,800 nights
of sleep donated. Plus, more than 60 percent of the
users who downloaded the app are still donating
their CPUs each night.

6. BILLBOARD ADS

7. TOYOTA AND SAATCHI CREATES TALLEST
CLIMBING WALL BILLBOARD
• Toyota promoted their RAV4 by
creating the tallest outdoor climbing
wall ever built in New York City. The
team created a 120-foot vertical
climbing wall that weighed over 6,000
pounds. It took pro-climbers 10-15
minutes to complete the challenge.It
was at the center of Times Square and
got a lot of visibility.
• Video - http://bcove.me/90cb2alw

8. CARLSBERG
Last month, Carlsberg unveiled its
billboard named ‘Probably the best
poster in the world’ in Brick Lane,
London, and for many people this
genuinely delivered on its promise.
As you can see from the billboard above,
there was an actual working tap attached
to the centre where people could pull
their own pints.

9. GROWING OUT OF THIN AIR-
AIR ORCHARD FOR UTEC
Air Orchard, a billboard on which staffers
grew organic, pollution-free lettuce in an
urban area that contains some of the
industrial world's foulest air.
By primarily watering this hydroponics, 100
percent toxin-free lettuce with moisture
taken from the atmosphere itself, the helped
UTEC demonstrate its capacity for practical,
real-world innovation to prospective
students.
They gave away these lettuces for free to
people who were curious enough to walk
upto the billboard.

10. HOLD YOUR BREATH FOR ATTENTION-
TWEETING SONAR FOR STEINLAGER
World record holders in free diving aren't exactly
household names. That proved no obstacle to
Steinlager Pure beer, which publicized the latest
attempt at beating a world free dive record by
fellow New Zealander William Trubridge—who was
shooting for a no-fins depth of 102 meters across
the globe in the Bahamas.
Pairing a souped-up sonar fish finder to detect
Trubridge's progress with prewritten tweets
describing that progress, tweets were sent to
digital billboards across the country.
Trubridge achieved his goal and so did Steinlager,
as the dive became the biggest sporting event in
New Zealand in 2014, with a larger TV audience
than the World Cup final.

11. PUBLICITY
STUNTS

12. ARNO TURBO SILENCE FAN: MAXIMUM
WIND POWER
• In the summertime, temperatures in
Brazil reach 42 degrees Celsius.
Consumption of fans increase by 70
percent. The challenge was how to make
Arno fans stand out in the point-of-sale?
By use of the products main benefit: the
power.
• This is a wonderful campaign by Publicis
in Brazil in which the company placed an
automobile on it’s side right in front of
the fan. This campaign got people on the
street to stop and question why the car
was tipped over. The culprit? The Arno
fan.

13. SENSODYNE
• When launching new Sensodyne Complete Protection,
GSK wanted to demonstrate how its Novamin
technology can help sensitive teeth, as well as
encouraging people to think more about sensitivity and
its impact on their lives.
• ‘The Great Sensitivity Test’ was setup near London’s
Tower Bridge consisting of three different zones.
• Zone one allowed people to have a sensitivity check
with a dentist, win prizes, obtain free samples and see a
demo of the product. Zone two was basically a giant
tooth that gave people a decent vantage point for a
photo.
• And in zone three Sensodyne attempted to host the
world’s largest ever oral hygiene lesson, as a dental
expert told a crowd of 232 people how to correctly look
after their teeth.

14. END IT – CAMPAIGN AGAINST CHILD
TRAFICKING
• http://www.sapientnitro.com/en-
us.html#work/featured/end-it-
movement/trafficking/the-goods/the-goods

15. FERRARI T – BUILDUP TO LAUNCH
• Video - http://origin-www.sapient.com/content/sapientnitro/en-us.html#work/featured/ferrari/california-t/the-goods/the-
goods

16. DORITOS – WORLD RECORD: HIGHEST
SUSPENDED FOOTBALL PARTY @
SUPERBOWL 2016
During the last Superbowl, Doritos
kicked off the celebrations for its 50th
birthday party by sending fans 137 feet
in the air to catch “the boldest view of
the big game”. This was also a way to
start their yearlong Bold 50 campaign, in
which consumers are invited to break
any of 50 world records, all of which
involve Doritos chips in some way.

17. TRIBORD - THE WORST DRINK IN THE
WORLD
Tribord, a company that specializes in
watersports equipment, decided to
launch its new floatation jacket by
creating a guerrilla marketing campaign
for a fake drink called WAVE.
Unsuspecting passerby on the harbor
soon discovered that WAVE was actually
seawater in a can - and they got a jarring
reminder of the sensation of drowning.
This way, Tribord was able to remind
everyone of the necessity of water safety
and raise awareness for their product.

18. CLEVER
ENGAGEMENTS
L E T T I N G U S E R S S E E T H E P R O D U C T U S P
F I R S T H A N D

19. NIVEA - NIVEA DOLL
Like Tribord, Nivea, which makes
sunscreen, decided to raise general
awareness of an important safety concern
while generating exposure for their
product in the process. Nivea created a
doll that would turn red in the sun without
sunscreen and distributed the doll to
children enjoying a day at the beach. The
doll helped kids understand why wearing
sunscreen is important for your health, and
Nivea established itself as a brand that is
engaged in helping people stay healthy.

20. SMART E-BALL
Electric cars are not really all that attractive.
Their tech is quite nascent, they have very
less power and accelerate oh-so-slowly! To
prove all of these conceptions wrong,
promoters of the Smart Fortwo Electric
Drive set up an activation on the streets to
showcase the car's surprisingly powerful
acceleration.
They created a live digital version of the
classic game of Pong and mapped two
Smart cars to drive back and forth to act as
the paddles.

21. 3M SCOTCH BRITE - WASH YOUR BILL
Scotch brite came up with a cool
innovative campaign where if you don't
want to pay your bill then you can do
the dishes instead.
Simple. Smart. Punny. And HIGHLY
effective.
All it needed was a restaurant's co-
operation and a few willing social media
addicts to make this a fun cool way for
Scotch Brite to reach out to an audience
that barely even connected with it.

22. MAKING A
DIFFERENCE
S O C I A L M A R K E T I N G

23. PEDIGREE HELP PEOPLE WITH DOWN
SYNDROME AND DOGS
• Unfortunately some parts of Russian society
reject people with down syndrome, which
makes it difficult for people with down
syndrome to find work. In Russia, there are
some 2,500 babies with Down’s syndrome
born every year and a mere 20 years ago, 95
percent of Russian families would give up
babies born with Down’s syndrome.
• Pedigree wanted to change that perception
and help spread awareness and prove that
people with down syndrome are capable of
working. They created the pUp syndrome
campaign to put children with down
syndrome to work and help out shelter
animals

24. LIFE SAVING DOT
• While supplements in the form of pills are available,
women weren’t getting or taking them. So, how do you
help these women get the required dosage of
iodine? When talking to doctors, Grey discovered
that the problem could be solved by absorption
through skin—this was their eureka moment.
• The solution was the Life Saving Dot – an idea that
transformed bindis (already worn by every Indian
woman as a traditional symbol of beauty) into iodine
patches. Every woman requires between 150 – 220
micrograms of iodine daily. These bindis dispensed that
amount to the wearer daily.
• The bindis were initially distributed at Neelvasant’s
already existing network of medical camps, reaching
30,000 women. The next stage will see them produced
and rolled out on a larger scale.

25. MOTHERS WALK INTO A ROOM FULL OF
THANK YOU NOTES ONLY TO RECEIVE AN
AMAZING SURPRISE
Pandora Jewelry asked several mothers
and daughters to partake in a special
experiment in which the daughter would
write a thoughtful letter of appreciation
for the mother to find. Each letter had its
own unique style and each note was
placed on the wall for a mother to
identify. To see if the mother chose the
right letter, they were told to play the
iPad video below the note. If they chose
correctly, they were rewarded with a very
loving message from their daughter.

26. PURDEY’S MAKES PEOPLE’S DREAMS
COME TRUE
As kids, we think, we play, we dream, but as
adults we kinda slow down very quickly.
Purdey's believe no matter what stage of life
we're at, we can keep dreaming and #ThriveOn.
Created by Iris, the campaign aims to position
the Britvic-owned multivitamin fruit drink brand
as an inspirational and innovative one as it aims
to gain market share in a crowded non-alcoholic
drinks market.
In the film, part of a series of short films
featuring real-life stories, Elba provocatively asks
people "what do they want to be when they
grow up" and makes the point that people
"never stop growing."

27. KITTEN THERAPY OFFICE FROM TIDY
CATS
In Los Angeles, where Purina Tidy Cats
invited stressed-out people into a glass
room—fully visible to people on the
street—and had them listen to guided
meditation.
And then … the kittens are unleashed.
And adorable overload ensues.

28. PROMEDICA HEALTHCARE – HEALTHY
LIVING
• How does a healthcare brand, in this case a
health system, ensure its future brand relevancy?
• By standing out in ways that really matter to
consumers (differentiation), by delivering a
“branded” and delighting customer experience
(experience offering), by tapping into emotions
and creating an instinctive attraction that goes
beyond rational needs (emotional pull) and
by constantly moving and evolving to surprise
and delight its audiences (dynamism). In other
words, doing what Toledo Ohio-
based ProMedica healthcare network is
• When you do a search for the organization,
you’ll find its mission front and center:
• ProMedica recently opened a full-service grocery
store in a renovated building that had been
vacant for more than two decades. It provides
healthful and affordable food choices in a
formerly designated food desert
• They also plan to offer health screenings and
education, cooking and nutrition classes, job
training and financial literacy to area residents.

29. RECYCLING FOR REWARD
THINK MACHINE FOR VW
Russia isn't a country known for its
environmental tendencies, so batteries tend to
get thrown in the garbage rather than recycled.
Volkswagen devised the Think Machine, a
vending machine placed in several high-
trafficked areas of Moscow that accepted only
batteries of differing sizes and returned goods
from local retailers. Where a normal Moscow
recycling facility collects 1,000 batteries, the
Think Machines took in 8,000. After generating
social buzz in the Russian press, other retailers
are looking to install the machines. And VW may
roll them out in other European dealerships.

30. PROJECTION
MAPPING

31. PROJECTION MAPPING AT UMAID
BHAWAN PALACE
The 347-room palace, architecturally
inspired by the Palace of Versailles, served
as a projection surface spanning 400 feet
wide by 120 feet high. In just three weeks
of prep time, Kresa’s team conceptualized,
designed, painted, and animated enough
content for a full six-hour evening. Images
including waterfalls and Egyptian scenes—
14 unique designs in all—were carefully
layered and sequenced to create a
seamless transition from one
environmental animation to the next.

32. PROJECTION MAPPING A NEW WORLD
OVER THE CZECH PHILHARMONIC
The Macula in collaboration with the
Czech Philharmonic orchestra and 11
international artists from all over the
world worked on the story made of
seven sections/themes (Matter,
Technology, Message, Mission, New
World, Rendezvous, and Birth), set
against the background of the
performance, which combines
technological and creative attributes of
projection mapping, VFX and motion
graphics to create the outstanding
experience
Video- https://vimeo.com/156925530

33. HEINEKEN / EXTRA COLD BOX
To promote this Heineken recently
organised an event called ‘Extracold
Zone’ – an experience installed in Paris
to promote the freshness, innovation
and technology that go along with this
new packaging. Visitors were invited to
escape the heat and immerse themselves
in an ice world, with 360° sound and
video.
• Video- https://vimeo.com/133537407

34. VIRTUAL
REALITY / 360
DEGREE VIDEO

35. FACEBOOK’S FIRST VR FILM “HERE
AND NOW”
• For its first big experimental VR film, Facebook saw an
opportunity to make film that's both heightened yet
familiar, ambitious yet ordinary, something quietly
grand about everyday life. This fits the Facebook brand
perfectly, this is, after all, a giant company that enables
the smallest, most ordinary moments of human
interaction.
• The resulting three-and-a-half-minute film, which just
rolled out Tuesday, is called "Here and Now." It was
made by The Factory, Facebook's in-house creative
studio, and was shot on—and in some ways serves as
advertising for—the Facebook Surround 360 camera,
which was introduced last month at F8.
• As a story and a piece of craft, it fulfills its high-low
mission by showing ordinary moments in a grand
space—eight vignettes of people engaging with friends
and family in the main concourse at New York's Grand
Central Terminal.
• Video : -
https://www.facebook.com/facebook/videos/10154659
446236729/

36. BUDWEISER GARAGE
The most interesting experience in the
garage is the 4-D Immersive Reality
Budweiser Brewery Tour. Attendees strap
on a VR headset and are transported to
A-B's St. Louis facility where they go on a
multisensory journey, getting to see,
hear, smell—and finally taste—how
Budweiser is made.
• Video- :
http://www.adweek.com/video/adverti
sing-branding/how-budweiser-
garage-brewed-immersive-experience-
sxsw-attendees-video-170177?auto

37. DREAM ADVENTURES AT ST.JUDE
CHILDREN’S RESEARCH HOSPITAL +
EXPEDIA
For those kids at St.Jude Children’s
Research Hospital who can’t travel and
see the world, Expedia used 360 camera
technology to bring the world to them,
live.

38. WAITROSE – LIVE FROM THE FARM
With a new consciousness spreading
worldwide, today’s consumers want to
know where their food is coming from.
To show it, supermarket chain Waitrose
recently live-streamed from some of its
partner farms for an entire week. People
could follow the live footage on their
YouTube channel. The videos was also
aired on digital boards at major train
stations in England and the best parts
were instantly turned in TV commercials.

39. ISLAND IMMERSION ROOM FOR
PALAZZO DEL SOL
Talk about a room with a view! For Fisher Island
Realty Sales in Florida, SapientNitro set up a special
high-tech room designed to give prospective
condominium buyers a truly immersive experience
of the Palazzo del Sol, a tony residential tower off
the coast of Miami, with units priced from $6.5
million.
The immersion room featured an elaborate
gesture-control system centered on a multi-touch
digital table that allowed sales agents to pull up
and manipulate Palazzo plans and photography.
With the wave of a hand, these images were made
to zip from the table onto ultra-high-def video
walls. Buyers could get unfettered, sparkling views
of the luxurious interiors and lush grounds, even
though the actual construction hadn't been
completed.

40. TECH

41. FLY ME TO MY DREAM
IMAGINATION MACHINE FOR S7 AIRLINES
• Tellers took off on a flight of imagination for
Russia's S7 Airlines by setting up a neuro-
technology installation at a Moscow mall and
inviting passers-by to play mind games—
literally—in order to win free trips to their dream
destinations.
• Participants were seated in front of a projection
map of the globe. Two paths appeared: a direct
route to their destination, and paths that would
vary based on each participant's level of
concentration. Those able to guide their virtual
planes to their preferred locale in 45 seconds
won actual round-trip tickets to those cities. All
told, 50 folks won the trip of their dreams, and
everyone who played received 5,000 S7 priority
air miles.

42. PUMA BEATBOT
Beatbot is PUMA’s programmable, self-
driving, line-following robot that inspires
PUMA’s runners of all levels to push
harder by giving them a real visual target
to beat, not just the time on a
stopwatch.

43. THE PRIUS WIND TUNNEL PIANO
They created the world’s first wind-
tunnel piano to show off the striking,
angular exterior and aero dynamic
features of the all-new #Prius.
Making - https://youtu.be/3fbIiOjbHKA

44. HEINEKEN INDIA - VIRAL CAMPAIGN 2013
A Voice that only you the person
standing on a Heineken marked spot can
hear, prompted people to choose their
brand over others. It was conducted in a
liquor mall in India in 2013.

45. MCDONALD’S CREATES THE MCTRAX, THE
PLAYABLE PLACEMAT
• The McTrax, a playable paper placemat
that allows restaurant goers to test their
creativity.
• By the use of conductive ink on the
paper placemat, McDonald’s was able to
create a paper placemat that when
paired with a smartphone, became a
playable music station in which people
could mix and create their own tracks.
The placemat allowed people to select a
base beat, create a new sound or
melody, or even add effects to recorded
sound.

46. SOCIAL MEDIA

47. SONIC SQUARE SHAKES – THE WORLD’S
FIRST SHAKES DESIGNED FOR
INSTAGRAM
At Coachella 2016, Sonic launched a
series of new, delightful and visually
stunning square shakes that were
specifically designed for Instagram.
People could purchase them on the
platform and then have them instantly
and personally delivered at the music
festival thanks to geo-fencing and geo-
targeting technology. The purchase
price? They just had to take a photo of
their shake and post it on Instagram!

48. "SILENT WINDOW" FOR AXE BLACK
LAUNCH IN TURKEY
Axe Black, wanted to make quiet look cool.
So it set up a soundproof studio in the
middle of one of the loudest places on
Earth: Istanbul. Passersby could only see
and not hear as local Turkish groups like
Adamlar, Sapan and Biz performed in the
"Silent Window." The only way to hear the
music was to connect to the Axe Black
WiFi, but there was a catch: They could
listen to the bands, but they were
unplugged from other social media
accounts. The Axe Black Silent Window
became Turkey's most tweeted outdoor
project, with a total reach of 6 million.
Video : - https://vimeo.com/127529239

49. "MEET ME AT STARBUCKS"
• Hoping to capture all the times friends and strangers
interact at Starbucks locations around the world, Los
Angeles agency 72andSunny worked with Starbucks
and YouTube to document a single day of coffee
conversations.
• Bringing together 53 cinematographers located in 28
countries, the collaborators told true customer stories
through a six-minute interactive documentary that
could be expanded to an 18-minute film with rich
stories and "bite-sized" content.
• The result was Starbucks' first global brand campaign,
which resulted in more than 26,000 hours of watched
footage, 91 million social media impressions and news
coverage internationally. People around the world
ended up forming emotional connections with the
content and began reflecting on their own stories
through social media. The stories—ranging from
friendship to romance to family—inspired others to
meet and document future stories at their own
Starbucks.

50. APPLE - SHOT ON IPHONE 6
When launching the new iPhone, Apple
wanted to make it clear what set this
product apart. The “Shot on iPhone 6”
campaign emphasizes the high quality of
the phone’s camera by encouraging
mobile photographers and filmmakers to
send in their great photos and videos, and
then creating billboards, displays, and
video ads around them. This way, they
were able to engage a particular
community - mobile photography
enthusiasts - while communicating to
everyone the superior quality of the iPhone
6 camera.

51. ANDES BEER - THE GREAT ESCAPE
• Everyone needs a rescue! Especially those of
us who are stuck in a drab theatre
performance, a boring anniversary dinner or
just plain stuck. Andes beer decided to don
the cape of rescue rangers and designed a
fascinatingly elaborate campaign to rescue
unwilling attenders of functions and take
them to a much more conducive location of
their choice - A bar with all their friends in it!
• Run over a span of two months, this is one
heck of a campaign that would make anyone
an instant fan of their beer!
• The way to do it? Just a few clicks on
Facebook!

52. HOLOGRAM

53. A VIRTUAL PROTEST AGAINST THE
BANNING OF PROTESTS
• Deeply concerned over restrictions passed in Spain's
Congress over the right to assemble publicly and
protest, known in Spain as "The Gag Law," almost 100
rights organizations banded together to form
NoSomosDelito (WeAreNotCrime).
• The aim: informing citizens about the meaning of these
reforms, which the groups believe restrict fundamental
rights such as freedom of expression and assembly in
the name of "citizens' security"—and to pressure the
Spanish government to ease the reforms.
• The tactic: holographic images were stitched together
from uploaded protests captured on a website that put
people in the streets in a virtual manner. The virtual
protests were then projected onto a screen in front of
Spanish Parliament on April 10, generating worldwide
news coverage.

54. ADVENTURE
AND FUN

55. BEAR NAKED SNACKS PRESENTS HUMAN
BOWLING
The new video begins with on-screen
text: "Bear Naked presents Human
Bowling." After the pins are blown up
and a tractor preps the hill, the action
begins—young people in the Zorb ball
careening down the hill and into the
pins. They're also seen eating granola,
laughing and dancing.

56. VOORAY'S LUDICROUS LAKE-
JUMPING VIDEO AD
Director Devin Graham and Vooray first
built an enormous slide down a hillside
next to a lake. Then they hooked up an
inflatable raft to a bungee cord pulled by
an ATV.

57. ORLANDO HEALTH CONNECTING WITH
FOOTBALL LOVERS
• Orlando Health is the exclusive provider of
medical care for the new MLS
franchise Orlando City Soccer Club. And their
logo is emblazoned on the front of their
jerseys.
• The relationship reflects brand activation at its
best. But it gets better. Orlando Health is now
able to reach an expanded fan base
through Xbox and its just released FIFA 2016
MLS Soccer Video game. Orlando Health is
featured on the MLS cover as well as its own
personalized team cover.
• Leveraging the relationship with soccer and
its pro athletes leads to new business for
Orlando Health’s sports med program –
whose mantra is “Get Treated Like A Pro.”

58. AUGUMENTED
REALITY

59. HEINEKEN STREET MARKETING
CAMPAIGN
Heineken gets experiential with this
huge augmented reality campaign where
people who stood on a sign, saw videos
of themselves on a big screen but with
characters interacting with them in real
time.

60. LIVE AUGMENTED REALITY-NATIONAL
GEOGRAPHIC
An augmented reality installation that lets the
thousands of people passing by interact with the
type of content they would find on the National
Geographic channel, from dolphins and dinosaurs
to leopards, spacemen and lots more.
It works by placing a huge digital screen and high-
powered camera in front of an AR marker that is
stuck to the ground. As people step onto the
marker, the content comes alive on the big screen
in front of them. A neat little trick here was having
what looked like a park ranger (or something!) who
was there to help people interact with the
augmented reality content and make the whole
installation a little more interesting.

61. KINECT

62. NIKE STORE INNOVATION POWERED
BY KINECT
The famous Selfridges front of store
display were taken over by Nike to
showcase their house of innovation, a
promotion that ran for 2 months in 2012.
Nike used the concept of movement by
adding Kinect-powered interactivity to
create an engaging experience for the
passerby along with in store concession.
The showcase allowed Nike to combine the
physical with the digital experience,
providing customers with the opportunity
to experience and buy the products first
hand.

63. WALLS ICE CREAM- SMILE FOR FREE
ICE CREAM
• Video - http://origin-
www.sapient.com/content/sapientn
itro/en-
us.html#work/featured/unilever/sh
are-happy/the-goods/the-goods

64. NOKIA & ORANGE – AUGMENTED REALITY /
GESTURE CONTROL / REAL TIME 3D AD
In order to promote the phone – Nokia Lumia
610, they used interactive totems designed
especially for this purpose, equipped with
movement sensors and HD cameras.
All interested clients are able to learn more
about the advertised device via touchless
technology.
During the interactive experience, the
application user can see him/herself on the
totem screen.
Nokia Lumia 610 appears on the screen above
his/her extended hand. Application’s intuitive
interface allows to turn and calibrate the size of
the phone, change its colour and launch films
presenting its functionalities.

65. INTELLIGENT
SEO

66. FLIGHT CANCELLATIONS INTO HOTEL
RESERVATIONS FOR RED ROOF INN
No one likes flight cancellations, and the
last brutal winter saw up to 3 percent of
U.S. flights being grounded daily—nearly
500 flights on average per day. As a result,
thousands of travelers scrambled to find
hotels at the last minute.
Using mobile location targeting and
customized messages, Red Roof Inn was
able to beat its competitors and quickly
reach customers. The custom media
buying invention from 360i, New York, got
the lodging chain's messaging in front of
75 percent of consumers searching for last-
minute reservations.

67. HOW TO
F I N D T H AT P E R F E C T C A M PA I G N T H AT
G O E S W I T H Y O U R B R A N D I M A G E ?

68. BRAND ACTIVATION APPROACH
STEPS
Before thinking about the technology to be used or brain storming about something out
of the box, one should find the answer to the questions below to gain a sense of
direction:
• Why activation? What is the end result to be achieved?
• What action you want your consumers to take. Articulate your goals. (They must be
quantifiable. )

69. HOW TO BUILD MEANINGFUL TWO-
WAY ACTIVATION?
Here are five steps to get started:
1. Isolate the real problem you’re trying to solve, rather than leading with the
“supposed” solution
2. Identify what drives (or not) customers' attitudes, passions and behaviours
3. Unearth all of your brands ambitions and possibilities
4. Brainstorm possibilities at the sweet spot of #2 and #3 to deliver maximum customer
value and competitive advantage
5. Advance ideas that move customers forward, who in turn drive business forward

70. BRAND ENGAGEMENTS SHOULD
• Help distinguish the brand in a crowded marketplace.
• Fit with the core values of the brand.
• Create assets that offer long term benefits to the organization.
• Create genuine emotional engagement with communities through things that they
would love to interact with or things that they genuinely care about or are passionate
about.
• Ultimately, make it easier for consumers to believe in the brand.