Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively engaging with them. Always-on and connected consumers want to create, curate & share their ‘experiences’ Welcome to Generation C.

1. INSIGHTS & INNOVATION
THINK TANK FEB. 2015

2. CONTENTS
INTRO.
CONSUMERS AS PARTICIPANTS
THE BRAND ECOSYSTEM
PARCIPTATIVE BRANDING APPROACH
NEW TECHNOLOGIES, IDEAS AND CASE STUDIES

3. This presentation is designed to open our minds
to new ways of thinking about content innovation, brand marketing
for application across brands and agencies

4. CONSUMERS AS PARTICIPANTS
Consumers have moved from leaning back, receiving
brand messages, to leaning forward, actively
engaging with them.
Always-on and connected consumers want to create,
curate & share their ‘experiences’

5. WELCOME TO GENERATION C.
The rise of the connected consumer

6. https://www.youtube.com/watch?v=AHkNS9UF2gw
https://www.youtube.com/watch?v=AHkNS9UF2gw

8. GENERATION C.
Not a demographic but a new consumer mindset.
Gen C. are the consumers that we need to engage and
connect with… and if done right, these people will
proliferate the brand story and organically expand the
brand ecosystem

9. WHAT IS THE BRAND ECOSYSTEM?
Its an organic model, where the role of the brand is
to listen to the conversations happening around it,
energise those conversations with interesting
content and experiences.
It’s all about giving the ‘brand community’
something to talk about within their own social
networks, and ’influencers’ are then able to add
momentum to your ideas.

10. WE DO COOL SHIT… NOT
ADVERTISING

11. Nike are kings of fuelling their brand ecosystem with new content, events,
stories, controversies, world records and ambassador sponsorship.
A key element in creating the Brand Eco System is to embrace the
Participative Branding Approach.
Participative Branding is how a brand engages and behaves with consumers
across channels and over time to earn both their attention and their
participation through experiences.

14. HOW DO WE JUST DO IT?
Understand your audience & how they connect (Technology/Networks)
Understand how they interact with each other (Language/Culture/
Content)
Deliver creative ways to intersect and engage in an authentic way
leveraging technology
Innovation plays a key role here

15. ENGAGE. CAPTURE. CONNECT.
CONTENT CAPTURE
4K Cameras
Drones
360 Cameras
Remote Control Cameras
Bullet Time
User Gen
Hidden Cameras
HUMAN INTERACTION
Experiential
Kinect
Mocean
Wearables
Projection Mapping
Virtual Reality
Augmented Reality
APPLICATION/NETWORKS
Interactive Video
Social Networks
Native Video
Owned Platforms
Custom Build / Apps
Social Aggregation
Analytics

19. A BRIALLIANTLY WEIRD
CONTENT CAMPAIGN
Dreaming with Jeff

25. WHY IT WORKS
The campaign speaks to the SquareSpace brand value proposition
People like weird

26. WHY IT WORKS
Celebrities draw in fans and have amazing power to influence
Philanthropy adds a layer to a story and can make magic happen

27. INSIGHT
At the heart of a great campaign is a great story that
links everything together
A story people will feel compelled to engage with and
share