The document summarizes an integrated marketing campaign between DeviantART and the brand Mentos. It describes a contest held on DeviantART where members were challenged to create artwork showing how Mentos helps make situations better. It then highlights the top three submissions, including comments from the judge praising the creativity and artistic skill shown in incorporating the Mentos brand. The document promotes future brand integrations between DeviantART and companies by inviting contacts to launch special campaigns.
GV'S 24 CLUB & BAR CONTACT 09602870969 CALL GIRLS IN UDAIPUR ESCORT SERVICE
Bragbook 2010
1. In your hands is volume 2 of the brand integration book,
a sampling of recent integrated social advertising campaigns.
Within these covers you’ll learn more about who we are, how
brands have worked with us to promote their products and what we
can do for you.
Enjoy.
2. DeviantART was created to entertain, inspire, and empower the artist in all of us.
Founded in August 2000, is the world’s largest online community that
connects around a love of art.
DeviantART is home to over 16 million registered members and features an
extensive platform used to exhibit, promote, share and discover works and other
members within a peer community. As the largest aggregator of creative talent on
the Internet, is uniquely positioned to help brands like yours engage
and interact in a meaningful way with a desirable and valuable audience.
3. TABLE OF 01
LIGHTING A SPARK (GETTING STARTED)
Intro 6
The Brand Experience 8
CONTENTS
Our Massive Audience 10
Our Unique Offering 12
How We Target & Message 13
The Organic Distribution Effect 14
Ad Products 16
02
SPREADING THE FIRE (OUR RESULTS)
Intro 18
Mentos 20
4. 01 LIGHTING
A SPARK
Our brand integrations reach a highly
dedicated and creative community.
Here’s how we take your brand, light a
spark under it, and let the fire spread.
6 7
5. SECTION 1: LIGHTING A SPARK
“We were inspired by the participation
THE and the quality of artwork the
community contributed.”
BRAND
EXPERIENCE “AMAZING beyond-the-
banner placements…”
World-class brands like Disney, Smart Car, Mountain Dew and
Adidas have all discovered the unique level of engagement
brands achieve working with the deviantart community. Whether
it’s challenging users to create a movie poster or outright
designing a car, organizing a community based game or even
hosting a live event, we offer you unique, fully customized “The community truly embraced the
and highly integrated campaigns unavailable anywhere else.
artwork…users left comments…linked their
profiles…and…showcased the submissions.”
“Time spent with brand
was incredible.”
“High engagement of the
users.”
8 9
6. SECTION 1: LIGHTING A SPARK
OUR
MASSIVE registered members
.
pageviews per month
AUDIENCE ,
unique uploads per day uploads to date
If you’re looking for targeted reach, we’ve got it. Working with the
world’s largest creative community has its perks. Our members span
,
new users every day
,
average combined monthly social
the globe and create content that launches a thousand tweets and
Facebook shares. media mentions
To call the community active is an understatement. The
content created by our members not only captivates fans within
the network but from every corner of the globe totaling
up to 2.2 billion (yes, with a b) impressions a month. You can take
advantage of this massive reach through integrated advertising
opportunities that are able to target and reach your desired
segment of passionate trendsetters and tastemakers who are
creating and influencing tomorrow’s style, fashion and culture.
10 11
7. SECTION 1: LIGHTING A SPARK
OUR
UNIQUE HOW WE
OFFERING TARGET&
DeviantART is unlike any other place on the Internet. Our thriving
community gathers around a common interest in art and creativity.
Photographers, painters, illustrators, filmmakers, designers and
artists of every description call home, but the community also
MESSAGE
includes millions of art enthusiasts — the legions of fans and art
lovers who flock to to appreciate rather than create. Our Being a 10-year old company (that’s 100 in internet years)
extensive platform enables members to socialize and collaborate with over 16 million registered members, we’ve learned a
with peers, build a fan base in-network, publish original art and lot about their interests and what speaks to them best.
news-related content and connect with social media platforms
to further promote content of interest. We call this the Organic Our custom-built targeting and data-collection systems
Distribution Effect, which you'll learn all about on page 15. have amassed quite an index and we use them to help focus
our efforts based on your preferred audience, matching you
Our 4,000 categories include both traditional and digital art with the people you most want to hear your message.
covering a staggering array of styles, media, and culture: from fine
art to manga and anime, street art to fashion photography; film We’re able to fine-tune our targeting through a variety
and animation to poetry and literature, an incredible diversity of keywords, user-behavior, geographic and demographic
and depth of creativity flourishes here unlike any place else. information, based upon your specifications.
12 13
8. SECTION 1: LIGHTING A SPARK
THE
ORGANIC
DISTRIBUTION
EFFECT
Some might call it our secret sauce. We think of it as a natural by-
product of spending 10 years building one of the world's deepest
social networks. The Organic Distribution Effect is unique to
and occurs when our engaging content intersects with our
socially active membership and visitor base.
The Organic Distribution Effect kick- Influencers then push the content
starts when an integrated brand launch is further, to be discovered by a
distributed to target audience segments new ring of influencers, and then
within the community as well as another. It's authentic rapid sharing
through external social sharing platforms. of easily-consumable content.
The visual appeal of the content combined
with a highly active and dialed-in audience The Organic Distribution E ect.
results in natural peer-generated promotion See where your campaigns can go.
across multiple platforms.
14 15
9. SECTION 1: LIGHTING A SPARK
OUR
AD
Crowdsourcing Apps
One benefit of working with the world’s largest creative community Give members a branded application they
is the amount of talent vying to create compelling content around can embed on their and other
PRODUCTS
your brand. Give members the opportunity to showcase their social networking profiles that can be
talents by submitting work based around your campaigns. Examples used to stream collections of artwork.
of branded content integrations are in the second half of this book. Use the application in conjunction with
a crowdsourced campaign for a feed
Example: “Skin a Smart Car” received over 2,500 featuring artwork around your brand.
submissions in three weeks, with the winner’s design being
displayed at the 2010 LA and 2011 Detroit Auto Show. Embassy/Groups
Our Groups platform is where members
Featured Chat go to bond with others around a common
DeviantART’s inspirational content and active community attracts a wide- Live chats create a two-way dialogue with our actively engaged interest or passion. Create a branded
reaching and highly engaged audience. We serve over 1.7 billion ads a month community. Established and respected photographers, filmmakers, Group, or "Embassy", around your brand
architects, authors, game developers and more have interacted or campaign and give members a dedicated
to members and visitors from around the globe. Here are some of our most
with our members to promote projects and initiatives. place to interact and engage in activities
popular ad product options for brands. you dictate, include: two-way dialogue,
Puzzle art contests, polls, podcasts, videos.
The community loves a challenge. Our interactive
puzzles are a popular way for members to interact with your Events
brand. Designed around your assets and messaging, puzzles are Give a campaign an extra boost
an easy and fun and way to engage with and reward members. by tying user-generated-content
initiatives into an offline event for
Branded Community Features further distribution and awareness.
Extend your campaign and give community members branded
content they'll use on individual profile pages, providing Display Advertising
added exposure to sub-sets of peer communities. Traditional IAB units for standard flights
or to accompany deeper brand integrations.
Example: Journal Skins are typically reserved for Premium Members
but brands can provide a campaign-specific skin available to the
entire community. We'll work with you to create a custom skin
that compliments your campaign and encourages downloads.
Category Sponsorship
Looking to target a specific segment of the deviantart community?
Try an integrated category takeover, exclusively branded with
your message and call to action. Categories include: traditional
art, photography, 3D graphics, comics, and film to name a few.
16 17
10. 02 SPREADING
THE FIRE
We are second to none in terms of passion,
drive, and of course scale. See what
happens when we focus our users on a
brand and fuel their flames.
18 19
11. SECTION 2: SPREADING THE FIRE
MENTOS
MENTOS
THE FRESH GOES BETTER CONTEST
Contest Description
Everyone knows Fresh Goes Better with Mentos, but did you know
that since 1991 they’ve also made countless situations better?
That’s right, the simple act of popping a single Mentos mint into
your mouth, helps enhance and improve circumstances and events
of all kinds. The equation is simple. Bland, boring, and average
quickly become flavorful, exciting, and amazing once Mentos
enters the mix. Help make your day great with Mentos!
In our Mentos “Fresh Goes Better” Contest, we challenge you
to show us how Mentos helps make situations better. Imagine
a “before” situation where you arrive at the bus stop right
as the bus is pulling away. Add in a little Mentos magic
and voila: hop on your skateboard, leash up your dog, take
the shortcut, and arrive before the bus even pulls in!
20 News Article 21
12. SECTION 2: SPREADING THE FIRE MENTOS
1st
TOP HOG
Artwork by *Jackaloftrades
Comments from the Judge:
“The creativity of the whole concept of this piece was incredible. I loved
how the artist incorporated the product by using the Mentos geyser as
a way to make Pigs Fly. The artistic skill was amazing - the detail and
use of light was impressive. And, of course, the guinea pig is awesome.”
22 23
13. SECTION 2: SPREADING THE FIRE MENTOS
2nd
HOT
SUMMER DAYS
Artwork by ~RyanWC
Comments from the Judge:
“I really liked how the artist made a comic strip in the same vein
as the old ‘Freshmaker’ TV commercials. It really encompassed
the Mentos brand well. Artistically, it is beautiful - I love how
her hair hangs down into the frame below. Awesome touch.”
24 25
14. SECTION 2: SPREADING THE FIRE MENTOS
3rd
AIRPLANE
YEAH
Artwork by ~FlashofMauve
Comments from the Judge:
“I loved this concept overall. All airplanes are delayed, but the
character uses the Mentos geyser to fly him to his destination.
Awesome use of the Mentos brand. I loved overall look of the
piece - especially the character. I feel like I ‘get’ him.”
26 27
15. LET’S DO LAUNCH
Think of all the amazing things we can do together. Shoot us an
email, and let’s launch something special. Contact: Heather Wetzler
hwetzler@ .com