This is the fourth monthly installment of an internal presentation we give to our team to spark ideas and thoughts.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
1.2013

2. THEMES
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@stoneward

3. CONTENT:
EVERYONE IS DOING IT
@stoneward

4. U.S. MARINES
STRATEGY: Enhance the Marines recruitment efforts with a stronger digital
presence across multiple platforms.
Marine Corps prospects and supporters search for information
IDEA: about the training, values, and life of active-duty Marines.
YouTube is the second largest search engine in the world. Create
an immersive experience to provide those prospects and
supporters with the content they’re searching for, where they’re
searching for it.The Marine Corps’YouTube brand channel,
presenting a breadth of information on a dynamic platform, turns
fence-sitters into decision makers.
Invest in video with the debut of a content hub that is a first-of-
EXECUTION: its-kind for YouTube. Unlike any other channel in design,
aesthetics and functionality, the circular player features back-end
logic and an algorithm similar to Pandora.The official YouTube
channel of the United States Marine Corps serves up content
based on what the users are liking, creating a unique and
different user experience for every person who views the page.
This movement toward guiding the user and showing
recommended content is a huge step in a new direction for
YouTube. Currently have more than 33,700 subscribers and over
Source 11.8 million views. @stoneward

5. U.S. MARINES
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6. U.S. MARINES
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7. U.S. MARINES
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8. U.S. MARINES
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9. U.S. MARINES
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10. U.S. MARINES
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11. U.S. MARINES
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12. COCA-COLA
STRATEGY: “All advertisers need a lot more content so that they can keep
the engagement with consumers fresh and relevant, because of
the 24/7 connectivity. If you’re going to be successful around the
world, you have to have fat and fertile ideas at the core.”
IDEA: Make a real commitment to content generation.
EXECUTION: The company created more than 120 pieces of content as part
of its London 2012 Olympic sponsorship, compared to only three
TV commercials and six out of home ads for the 2008 Beijing
Olympics. Also, in November, the company released its new
website that marries the staid, static philosophy of a corporate
website with the dynamic fluidity of a blog.There’s a wide range
of content topics — entertainment, brands, business, community,
environment, health, history, innovation, sports — that Coke
employees write about and curate from around the Web.The
stories themselves either discuss the company or issues that the
company cares about.
Source @stoneward

13. DISNEY
STRATEGY: Tease the release of the sequel to Monsters, Inc., Monsters
University.
IDEA: Create a sly send-up of the gauzy/clumsy ads each school runs
during big-time college sports games and run it during a big-time
college sports game.
EXECUTION: Drive the television spot to a website that looks remarkably
similar to a real college website with content related to the
movie.
Source @stoneward

14. DISNEY
Source @stoneward

15. CONAN O’BRIEN
STRATEGY: Demonstrate what’s possible when innovative digital and
production teams join forces with their loyal fan base.
IDEA: Occupy Conan
EXECUTION: Team Coco made 79 clips from the show available to fans, and
asked them to recreate the segments and submit it.The January
31st episode, titled “OCCUPY CONAN:When outsourcing goes
too far” will be an hour long telecast consisting entirely of the
best fan-submitted videos. One winner will receive a Volkswagon
Beetle, and 200 runner-up winners will receive Team Coco-
related prizes.
Source @stoneward

16. CONAN O’BRIEN
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17. CONAN O’BRIEN
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18. PIZZA HUT
STRATEGY: Engage consumers in content creation and leverage the
viewership of the Super Bowl to garner participation.
IDEA: Submit your best “hut.”
EXECUTION: The pizza giant is asking football fans to submit very short
videos of their best, silliest or most creative recitation of the
words every quarterback shouts — and which Pizza Hut
says is the heart of its name: "Hut. Hut. Hut." In other
words, simulate the start of a football play, but with
creative zeal. For Pizza Hut, it's all about generating serious
social-media engagement during one of its busiest days of
the year. For consumers, it's a cultural fantasy come true
that is no longer limited to gridiron stars or Hollywood
celebrities.
Source @stoneward

19. PIZZA HUT
Source @stoneward

20. DISCUSSION/
QUESTIONS
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21. KEY TAKEAWAYS
• Give people engaging content and they will
spend more time with your brand.
• Give people the tools/content they need to
build and share their own personalized
versions of your brand.
@stoneward

22. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com