Each month at Stone Ward, we find interesting creative digital campaigns to share with our team as idea starters for our own clients. This is the presentation from September 2013.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
9.2013

2. THEMES
Leveraging Memes
Games
Using Short-FormVideo
Crowdsourcing
@stoneward

3. PISTACHIOS
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Leverage internet memes to garner attention for the brand.
Prancercise!
The campaign, which began in 2007, has featured such cultural
oddities as Honey Badger, Snooki, Snoop Lion, Keyboard Cat,The
Village People and the Secret Service.
Source

4. DENNY’S
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Leverage the day’s top news to garner attention.
Hop on the Gold Apple train.
After Apple released the iPhone 5S in a number of unusual
colors, including gold Denny's gently mockingTwitter ad showed
the word "Pancake" in the standard Apple iPhone font, adding an
Apple-style "S" in a box.The tagline, over a picture of a short
stack with bright-gold butter, said, "Always available in golden."
Source

5. DENNY’S
@stonewardSource

6. CHIPOTLE
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Chipotle Mexican Grill prides itself on the fact that it serves only "responsibly
raised beef, pork and chicken."That means the meat it buys comes from
animals raised outside or in comfy pens, who are never given antibiotics and
are fed an additive-free, vegetarian diet.
Lambast the Big Food companies that drug animals in the name of profit.
Chipotle's gleaming, super-efficient stores and revenue of over $800 million
are more Big Food than taco stand. (McDonalds was even an investor for a
spell.) But the chain seems to want to show solidarity with the emerging class
of entrepreneurial artisans making food from scratch.We're the good guys,
fighting the bad guys, it whispersThe film, created in partnership with
Academy Award-winning Moonbot Studios, is meant "to help people better
understand the difference between processed food and the real thing," says
Mark Crumpacker, chief marketing officer at Chipotle. It's also a teaser for
the game, which is available for free on iPhone and iPad, and is all about
taking down Crow Foods.According to Chipotle, the game encourages players
to "tilt and tap your way through four unique worlds to protect vulnerable
veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all
while dodging the menacing Crowbots." Players who earn enough "stars" get a
buy-one, get-one-free offer redeemable at Chipotle store.
Source

7. CHIPOTLE
@stoneward

8. CHIPOTLE
@stoneward

9. CHIPOTLE
@stoneward

10. CHIPOTLE
@stoneward

11. CHIPOTLE
@stoneward

12. AIRBNB
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Create a film that embodies the Airbnb mission: a story of travel,
adventure, and finding your place in the world.
Create the first short film using crowdsourcedVine videos.
To achieve this, the company released a shot-list overTwitter that
anyone could film for submission, and offered a $100 Airbnb
credit to anyone lucky enough to have theirVine included in the
final product. In all, the project attracted over 750 submissions
from around the world and 100Vines were used in the final
film, which was released online and on Sundance Channel last
week. Individuals were contributing shots given to them in
isolation, the story--created by screenwriter BenYork Jones--came
together to form a cohesive and whimsical tale of travel and
adventure, as told through the perspective of a paper airplane.
Source

13. YAHOO!
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Create a more modern look for theYahoo! brand.
Update theYahoo! logo for the first time in 18 years.
The new logo was revealed at the end of a “30 Days of Change”
campaign thatYahoo! was running. Each day of the 30 days, a
version of the new logo was revealed on theYahoo! site with the
last day a release of a video that showed the architecture of the
new logo.
Source

14. DUNKIN’ DONUTS
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Capture short attention spans during Monday Night Football.
Run the first everVine television commercial.
Dunkin Donuts ran its spot on ESPN during the network’s
Monday Night Football.The firstVine-based commercial ran for
five seconds (as a billboard) at the end of the pregame show and
showed a latte flipping a coin to signify the start of a football
game. It was timed to coincide with the switch from pregame
show to game coverage, and Dunkin Donuts will be repeating
that plan in future ESPN Monday Night Football broadcasts, too.
Later, during the game itself, Dunkin was at it again, creating a
Vine video that mimicked an actual play that happened earlier in
the Philadelphia vs.Washington game.They tagged it with the
#DunkinReplay hashtag and promoted it via paid tweets.
Source

15. DUNKIN’ DONUTS
@stonewardSource

16. DUNKIN’ DONUTS
@stonewardSource

17. GE
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Give aviation geeks a behind-the-scenes look at GE’s cutting edge
facility in Peebles, Ohio, where the company conducts testing on
some of the world’s most advanced jet engines – including the
world’s largest jet engine, the GE9X.
Instawalk.
With the help of agencyThe Barbarian Group, GE chose six
innovative Instagram influencers with large followings to
document the aviation facility tour on the platform on September
20. Contributors include:Adam Senatori, @adamsenatori, an
aviator and photographer who won GE’s Instagrapher contest in
2011, Jessica Zolman, @jayzombie, a San Franscisco-based
photographer, Chris Ozer, @chrisozer, a Brooklyn-based
photographer and three others. GE is also giving six aviation fans
a chance to win a trip to participate in the InstaWalk. In order to
enter, fans had to comment on GE’s introductory
InstaWalk post with one sentence on why they are the biggest
GE #avgeek. Fans have just one day – September 4 – to submit
their responses.The company was looking for responses that
show the person’s passion for aviation and their knowledge of
aviation products and technology.Source

18. GE
@stonewardSource

19. GE
@stonewardSource

20. FOR/
FUN
@stoneward

21. DISCUSSION/
QUESTIONS
@stoneward

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