Nickelodeon Integrated Marketing Legacy Project: Brainstorming
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During my Nickelodeon internship, I was assigned a legacy project that would help the Integrated Marketing team brainstorm. I created different activities that would help the team come up with title, storyline and themes that would connect two different brands together. I created this presentation and led a fun and interactive activity with the Integrated Marketing department.
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Nickelodeon Integrated Marketing Legacy Project: Brainstorming
- 1. 1 Summer 2015 Legacy Project: “The Power of Brainstorming” Jillian Koehnken, Integrated Marketing Intern Wednesday, July 29th 2015
- 2. A Glimpse Ahead… 2 Intro • Friendly reminders Application • Three interactive brainstorming activities Recap • Tips & tricks for later
- 3. What is Brainstorming? 3 “To produce an idea or way of solving a problem by holding a spontaneous group discussion.” “To make cool sh*t!”
- 4. Friendly Reminders 4 Don’t be a Debbie Downer1 Word Vomit2 Post-It Frenzy3 Use your time wisely4 Keep it loosey-goosey5
- 5. 5 So What Are We Covering Today? Title Story Activities that help spark ideation ThemeTheme
- 6. 6 Activities that help spark ideation Let’s Get Started! Theme
- 9. 9 Choose a Nick IP (either a tent pole, animated or live action series) and create a theme that aligns with Crayola’s Squeeze N’ Paint Tool Set.
- 10. 10 Hold up - You’re being re-briefed. …No.
- 11. 11 1 Write down words that describe the Nick IP that you chose. Write each word on a Post-it and place it in the orange bowl. 2 Now, write down words that describe Crayola. Write each word on a Post-it and place in the other bowl. 3 Without looking, randomly select five words from each bowl and pair them up on your sticky board. 4 Now, discuss each pairing and determine the most interesting idea for digital. Random Idea Starter
- 13. 13 Activities that help spark ideation Based on Theme… Story
- 15. Then and now… 15 Spot #1: August 2014
- 16. 16 Kool-Aid would like to use a spotlight theme to tell the story about the life of the Kool-Aid Man prior to the fame as America’s favorite shareable drink! Design a campaign storyline, using Starbursting, for Kool-Aid Jammers.
- 17. 17 1 Draw a large, six-pointed star on a piece of paper & label the inside of the star “Pitcher This: Life before the Fame” 2 At the point of each star, write “Who? What? Where? How? Why? When?” 3 Brainstorm questions using these 6 key words to speculate around the Kool-Aid Man’s past life, pre-drink fame. 4 Come up with as many questions as possible around each point of the star. 5 Lastly, pick out your top 3-5 favorite questions that you believe can best fuel an interesting story. Starbursting
- 19. 19 Activities that help spark ideation Last But Not Least… Title
- 21. 21 Based on the program concept, create a title for this campaign using Bubble Burst.
- 22. 22 1 On the left hand side, draw 5 boxes vertically down your paper. 2 In each box, draw an object that comes to mind when thinking of either coding or Honey Nut Cheerios. 3 On the right hand side, draw 5 boxes vertically down your paper. 4 Based on the images drawn on the left hand side, write words in each box on the right hand side. 5 Evaluate both columns of boxes and pick out words from each that can be combined to form a title for this program. Bubble Burst
- 24. 24 Tips & Tricks When you’re stuck… 1 2 3 Change the space Flip it Be dramatic Developing Clarity 1 Revisit the prompt 2 Discuss reasoning 3 Walk away from it
- 25. Thanks! 25
Editor's Notes
- From what I’ve observed, I’ve sat in on brainstorming sessions with my team and noticed some hurtles that Integrated Marketing faces daily. I’ve noticed 3 common things that come up up within the RFP process, so today I’ll be addressing ways to overcome those hurtles in a fun way!
- Google Definition: “To produce an idea or way of solving a problem by holding a spontaneous group discussion.” Juan Carlos Gutierrez’s Definition: “To make cool sh*t!”
- Always say “Yes And…” to expand ideas in the beginning stages, evaluate each idea later Suggest out loud anything and everything that pops into your head – do not worry about filters and border to your ideas such as budget, there might be a cheaper way to do it Write everything down, no matter how crazy The first 5-15 minutes are the best during ideation before you experience burnout If you get stuck, get up and walk around to change your environment
- Picture this: “You have been asked to complete a brainstorm for one of the following.” Examining three common Integrated Marketing scenarios at Nickelodeon. Theme, Story and Title – 3 fun and interactive tactics you can use to overcome hurtles during the brainstorming process Just Spit Ballin’! No client, time crunch, or outside obstacles. No pressure! Have fun!
- One hurtle that Integrated Marketing must overcome is creating a theme that aligns the client to Nick IPs.
- Here’s some quick info about Crayola: (Read the briefs: Demo, Brand Values and Tension Points)
- ”Paint the town in bold neon color with the Squeeze 'N Paint Tool Set. Perfect for sidewalks and driveways, this set gets kids outside for artistic, imaginative fun. Children can create eye-popping messages, drawings, and images with the vibrant neon pink and neon blue paints.” Easy squeezing and clean-up, just attach your desired tool and press down on the surface. (Hand out product)
- (Distribute envelop) Everything that you need is located in this envelope – The brand, Demo, Background, Brand Values, Tension Points, etc You have 1 minute to attempt this challenge – ready, set, GO!
- Often times in Integrated Marketing, the team will come up with a great idea, but it isn’t always possible. TV dollars are down and the client is now changing directions. Their dollars are now shifting to digital. Reconstruct your ideas using the Random Idea Starter game, which I will tell you about right now.
- Use this game to help ideate around theme, connecting two unlike things together. I encourage you to use unique words so that there won’t be repeats among your team. (Pass out orange bowl) 1 minute (Pass out Crayola Box) 1 minute Then….3 minutes
- Pick your most interesting pair and discuss why it would make a good theme.
- Sometimes in an Integrated Marketing brainstorm the theme is already given by the client. Then, based on theme, the team must come up with a storyline that demonstrates the theme in a fun and creative way.
- Here’s some info about Kool-Aid (Read the briefs: Demo, Brand Values and Tension Points)
- Just a little look back at Kool-Aid throughout the years. He was introduced in 1954 but didn’t become a personified walking and talking pitcher until 1975. This year, the Kool-Aid Man is celebrating 40 years of adventures. But as we all do, with age, the Kool-Aid Man needs to start watching out for his health. In 2013, the Kool-Aid Man became more health conscious, as you can see he slimmed out a little, becoming a better-for-you product. Take a look at a spot from last summer, which portrays the Kool-Aid Man in a more honest and vulnerable light.
- Based on what you just saw, here is your challenge! Keep in mind, we can’t mix mascots with our IP so this execution will be non-branded.
- To help create a story line, you can use Starbursting as a tool to help discover different angles of an idea. Starbursting asks questions to develop a story. Don’t try to answer the questions as you develop them; instead, focus on coming up with as many questions as possible. 2 minutes Now, work with your team to answer the questions that are the most interesting to create a story. 5 minutes
- Pick your most interesting idea and present your storyline and the questions that inspired it.
- Once an idea or theme is created, Integrated Marketing will have to come up with a Title for what they are working on that showcases multiple elements of the idea. Titles are what intrigue people to interact with your idea.
- Your final client is Honey Nut Cheerios. An idea has already been created, and now it is your job to come up with a title! (Read brief concept and distribute envelope)
- One final game that you can use during the ideation process is Bubble Burst. During Bubble Burst, you draw words that come to mind when thinking of your topic and then you write words based off of the associate image. 1 Minute (Left Boxes) 1 Minute (Right Boxes) 5 Minutes (Combo)
- Present your best title.
- Those are three different activities you can play to help the ideation process during a brainstorm. If you don’t have time for a game, you could try some of these tips & tricks to help you when you’re stuck or to develop clarity.