This document discusses concepts for creating branded ecosystems through modifying existing products and services to drive customer demand in a holistic brand story in a fast, cheap manner. It provides examples of partnering with a movie studio to pre-load a film on phones for promotion and enhancing the viewing experience with a mobile device shell, audio dock, and interactive service with director commentary. The goal is establishing high margin services through cross-promotional deals between companies.

1. CREATING BRANDED ECOSYSTEMS
A solution that leverages existing accessories,
promotional agreements, and services.
FAST AND CHEAP
Our challenge was to create sets of concepts that would drive
customer demand, without development cost. By modifying
current products on the market, our concepts were tied together in
a holistic brand story and ready for near-term implementation.
COMPELLING EXPERIENCES
To coincide with the DVD release of the Transformers movie,
T-Mobile wanted to pre-load the movie on phones for
promotional reasons. We created a holistic suite of products that
include an audio dock, device shell, and interactive service.
“...in this scene, I wanted
HIGH MARGIN SERVICES Optimus to be extra awesome!”
-Michael Bay, Director
In a cross-promotional deal
with Sony Pictures, T-Mobile
could synch exclusive content
with the mobile device at
a minimum cost. In this
concept, the video experience
is enhanced with real-time
director commentary on the
device during the movie.