1. CURIOSITY STOP
September 2015

2. WE ARE SOCIAL
We Are Social is a global agency with offices in five continents
(Antarctica is a little too chilly for our liking).
We deliver world-class creative ideas with forward-thinking brands, and have fun doing it. Our
clients include adidas, Google, and Netflix.
As an international team of 550+, our passion is people. Our mission is to put social thinking at
the centre of marketing.

3. SOCIAL THINKING
Social Thinking is understanding how and why people communicate.
Our goal is to put Social Thinking at the centre of our clients’ marketing.
Rather than making grand assumptions about people,
we want to create all our content using insights from real conversations.
It’s easy to explain, harder to do.
Across ten offices, our 500+ staff are on the lookout for the best examples of Social Thinking. This
report is the result.
Go ahead - use these slides to impress that special someone (client/boss/prospective partner). We
won’t tell anyone it was us. Promise.

4. 1. Fitness
2. Life
Hacks
4
Shopping
3. Protecting
The Planet
5
Food and
Drink
6
Family
7
Transport
8
Working
9
Marketing
10
Relationships
11. Tomorrow’s
World
12
IT/ Infrastructure
13. Art
and
Fashion
14. Craft
& Making
15.
Gaming
16
Health and
Wellbeing
18
Money
17
Travel
CONTENTS

5. 1
FITNESS
1
Name: PumpUp
In a tweet:
Love selfies? Love getting your sweat on (outside of the bedroom)? Boy, have we got an app for
you! PumpUp is Instagram for the fitness-mad.
Why so social?
Search for hashtags like #fitfam on Instagram, and you’ll find millions of selfies from fitness-
hungry individuals. Brush past the comments from trolls and pervs, and you’ll stumble upon
thousands of earnest conversations. Members of the fitness community are earnestly sharing
recipes, tips and motivation with each other.
PumpUp has given this fitness ‘family’ their own niche home on the internet. That doesn’t mean
there’ll be less gym selfies on Instagram, though. Sorry.
The bigger picture
Every time you get a Like or a RT, you get a hit of Oxytocin - also known as the ‘cuddle’ hormone.
Pumpup is playing with our emotions on a deep social level. That wily minx.

6. 12
LIFE HACKS
2
Name: The Ultimate Comper
In a tweet:
Meet the comper who wrote a Twitter bot which automatically entered competitions. It won four
times more than the average human. Probably.
Why so social?
For some of us, retweeting brand competitions is just a part of the way we communicate online.
Some people (also known as ‘compers’) dedicate entire social feeds to the pursuit of competition
glory. Others hesitantly retweet-to-win using their regular profiles, then hastily delete it when
they’re unlucky (definitely not writing from experience there).
Coder, Hunter Scott, wrote a script which entered 165,000 competitions. He won 1000 prizes,
including a collection of warped plastic storage. Lucky guy/bot.
The bigger picture
Social ‘hacks’ have been around as long as social has, and every week we see a new manipulation
of the major social networks.
This is an extreme example of a social insight reaping huge rewards.

7. 33
PROTECTING THE PLANET
Name: My Shower is a Green Warrior
In a tweet:
Got a shower-hog for a housemate? Piss them off AND save the planet with this spiky shower
curtain, which inflates after just four minutes.
Why so social?
While this inflatable curtain is an art installation rather than a marketable product, the message is
still the same. Being an eco-warrior in 2015 isn’t just about changing your own habits, it’s about
encouraging others to do the same - and nothing suggests it’s time to turn off the water like a
smack in the face from something green and spiky.
The barbs on artist Elisabeth Deucher’s shower curtain are a wonderfully passive aggressive way
to encourage your loved ones to be as conscientious as your green self. They’ll see the funny side,
eventually.
The bigger picture
Us westerners are developing a nagging guilt reserved for buying and using products that
damage the environment.
This example is part of a wider trend of people getting together to make the world a better place.
Just in time, too.

8. 44
SHOPPING
Name: Facebook M
In a tweet:
Watch out Siri and Cortana, there's a new virtual PA in town - and she belongs to Mark
Zuckerberg. Meet M, who lives in Facebook Messenger.
Why so social?
From inside Messenger, M is able to buy items at your request. It can help you decide on a
present for your other half, and even get it delivered. M probably won’t want to romance with you
itself though, unless of course your name is Joaquin Phoenix.
As the system behind the digital assistant learns, it will become more and and more automated.
For now, M’s more like a call centre - one where the supervisor knows you really, really well.
The bigger picture
Is Facebook’s long-term plan to take on Google? Can Facebook deliver a service that is better than
Search? Amazon Prime recently launched its one-hour service in London. Like Google, Amazon
and Facebook are trying to own ‘now’.
What's Apple going to do? Build an iDrone that delivers the pizza you want, based on the
biometric data on your Apple Watch? Bring it on.

9. 55
FOOD & DRINK
Name: KFC SoundBite
In a tweet:
If you feel like your Zinger lacks rhythm, head to KFC Willows. Their tables have been transformed
into touch-screen jukeboxes.
Why so social?
Think the future involves sitting alone in a fast-food restaurant with headphones on, eating your
way into a super-sized grave? Think again.
Multiple customers can sit around a SoundBite table and listen to local music via Bone
Technology. All you need to do to listen is place your elbows on the table (sorry Mum, KFC told me
to).
Bond with a loved-one or stranger over a new tune from an up-and-coming artist, all while tucking
into a tasty burger. Sounds good to me!
The bigger picture
We’re hardwired to thrive on novelty. Our brains get a small dopamine hit each time we give them
a new task (it’s better than doing tax returns, anyway).
KFC is a serial innovator with a record for providing this novel satisfaction.

10. 66
FAMILY
Name: Mr Gabriel
In a tweet:
Meet your pocket-sized guardian angel. In danger? Just tap your smartwatch - a text with your
location is sent to pre-selected loved-ones.
Why so social?
We may reserve ‘x’ amount of hours each week for me-time (no, not THAT kind), but when it
comes to personal safety we like to feel constantly connected. Apps like Mr Gabriel are one of the
positive outcomes of our slightly bonkers, always-on world.
By sending a message to your loved-ones, if it picks up abnormal signals, Mr Gabriel promises to
take care of you when travelling solo, at university, or just out on a run.
The bigger picture
We spotted the convergence of wearables and social a while back, and this is a great example of
how smartwatches are defining how people communicate.

11. 7
TRANSPORT
7
Name: MotorMood
In a tweet:
Turn that road rage upside down with an LED unit affixed to your rear window. Press a button to
send a smile to the courteous driver behind.
Why so social?
Road-trips, long commutes and even popping to the shop are synonymous with road rage. At
some point, the Highway Code is going to go out the window. Even the cosiest, fluffiest grandma
can be reduced to flipping a middle finger by poor driving etiquette.
MotorMood is here to turn that behaviour on its head, by allowing us to easily communicate with
others on the road - in a way that involves zero fingers. Can MotorMood turn us all into nicer
drivers? Only time (and friendly smiles) will tell...
The bigger picture
Innovators are trying to solve collective problems. MotorMood is a reflection of our will to act
together to create products and partnerships that benefit everyone.

12. 9
WORKING
9
Name: Netflix Parental Leave
In a tweet:
Netflix give their employees ‘unlimited’ parental leave during their baby’s first year. One question,
Netflix: Do food-babies count?
Why so social?
Netflix is the latest in a stream of companies offering up millennial-friendly benefits. The idea is
employees are given the responsibility of managing their own workload.
With burnout syndrome quickly becoming an all-too-real illness, workers are attracted to
workplaces which seem to understand the importance of a work-life balance.
However, critics argue that given too much freedom, people will actually take off less time than
they usually would. As long as they have a Netflix subscription, we can’t see that happening.
The bigger picture
Technology has blurred the lines between home and work already. If companies like Netflix
continue in this vein, will our homes become official work spaces too?

13. 11
MARKETING
11
Name: Facebook Remote Place Tips
In a tweet:
Can’t make it to a festival? Peruse live content captured at all your favourite events from the
comfort of your sofa/bed/toilet.
Why so social?
Since the dawn of social media, the world has been getting smaller - we think nothing of instant
chatting with someone on the other side of the world.
Facebook’s move to remote real-time coverage is a step in that same direction. It allows users to
experience live events through the eyes of their lucky friend, the general public, or even a celebrity
on stage.
The bigger picture
Facebook is playing catch-up with Twitter and Snapchat, who are doing a much better job of
capturing ‘now’ for their users.

14. RELATIONSHIPS
12
Name: 7heaven
In a tweet:
Fed up of ancient Tinder dates tricking you with their profile pic from ten years ago? Selfies on
7heaven must be less than six hours old.
Why so social?
We’ve all heard the modern fairy tale of Tinderella finding love online, but for every Prince
Charming it seems like there are ten Big Bad Wolves in disguise.
7heaven is making online dating easier, by serving up more recent (and realistic) portraits of
prospective matches.
The bigger picture
Authenticity is so hot right now.
Millennials can spot marketing a mile off, no matter how many emoji in your press release. They
won’t take it from brands, and now they won’t even take it from each other.

15. 1213
TOMORROW’S WORLD
Name: The Arm That Listens
In a tweet:
A man is ‘growing’ a mic’d up ear on his arm, so he can live-stream his life. I’m just glad he went
with ear as his chosen body part...
Why so social?
Australian artist, Stelarc, plans to have a tiny microphone inserted in his arm-ear, which will
connect to the internet. You’ll be able to tune in to a live stream of Stelarc’s life from anywhere in
the world, hearing what he does from the comfort of your sofa.
Think of it like getting to rummage through his underwear drawer, only more tempting. And only
slightly less weird.
The bigger picture
The integration of social and wearables is a full-blown trend. An ear in your arm might be taking
things a bit far, but it does make paying for the train with your smartwatch seem less niche.

16. 14
ART & FASHION
Name: Flesh Love
In a tweet:
Remember ‘Strangers Making Out’? Meet the 2.0 version: ‘Strangers Shrink-Wrapped While
Embracing Each Other Tenderly’. Modern art, eh?
Why so social?
When artist, Photographer Hal shrink-wrapped strangers in pairs, some of whom were completely
naked, his message was about the timelessness of relationships - like two dusty cans of soup on a
supermarket shelf. N’awww.
Others, however, thought it conveyed the claustrophobia and suffocation of an intense
relationship.
For me, it was a physical representation of my Mum’s favourite adage: ‘NEVER put a plastic bag on
your head, you will die.’
The bigger picture
We’ve long been fixated on the intimate details of others’ lives.
When a publisher shows us a new way of satisfying this voyeuristic tendency, we will lap it up. And
share it, naturally.

17. CRAFT & MAKING
15
Name: Minecraft Underwater Wonderland
In a tweet:
For Planet Minecraft’s latest Project Contest, builders around the world got together (virtually, of
course) to build beautiful underwater worlds.
Why so social?
The gaming generation has long been classified as antisocial and insular, but Project Contest is a
true work of social collaboration and art. The game was set to ‘creative mode’ and an editor let
users float around building their masterpieces, without fear of death.
The winning ‘world’ was a masterpiece created by a group of nine builders from the team
BlockWorks, formed on the web.
The bigger picture
This may just be a collaboration of blocks under the virtual sea, but how long before we
collaborate on a physical product or a movie?
Social technology like Minecraft is blurring the lines between practitioner and publisher.

18. GAMING
15
Name: The Flock
In a tweet:
The Flock started with a gaming population of 215,358,979. Once that number hits zero, the game
is up. Play at your own (and others') peril.
Why so social?
Remember the pointless Reddit button that would self-destruct if no-one pressed it within 60
seconds? It got more than a million clicks before finally hitting zero. The Flock comes with a similar
format.
Its community of gamers need to work together to avoid deaths, which would end the game
forever. The irony is, the more popular and successful The Flock is, the quicker it will burn out and
die. Awkward.
The bigger picture
(This comment deleted itself)

19. 116
HEALTH & WELLBEING
Name: The Public Workforce
In a tweet:
Britain's RSPH has suggested that cleaners and postal workers unite as a ‘wider public health
force’, spreading the healthy living word.
Why so social?
Think about the millions of people who miss out on regular health checkups and tests. Are they
hanging out outside the doctor's, begging to be seen? No, they’re at the hairdressers, or the pub -
going about their normal lives. Which is the thinking behind using public figures such as bar staff
or teachers to help educate others on living healthily.
The Royal Society for Public Health is suggesting a collaborative public workforce of more than 15
million workers - about a quarter of the UK’s population. Move aside, Ghostbusters.
The bigger picture
People naturally want to help others to succeed. When you help someone, you get a boost of
social status and a hit of satisfaction. This establishes your position of importance, and reaffirms
your connection to your tribe.

20. TRAVEL
17
Name: Flickr Patterns
In a tweet:
Using your old Flickr snaps, scientists can work out where you'll be heading next - before you've
even decided yourself. Scary.
Why so social?
If you’re the type to upload photographs to Flickr, then you may be following a human pattern of
mobility.
Scientists at The Royal Society have been able to take advantage of the way we share our images
with others online. They’ve used this big data to correctly (well, 92% of the time, anyway) predict
where a Flickr user will be headed next.
The bigger picture
The content we publicly share online is just waiting to be used by your brand. If we can use photos
to predict behaviour, what other useful data is out there? Better ask the scientists.

21. MONEY
18
Name: FinTech 101
In a tweet:
You can now study FinTech at the Open University. Modules include virtual currencies and big
data. I’ll be using Apple Pay to sign up, naturally.
Why so social?
There was a time when I was laughed at for studying Harry Potter at university. Well Snitches are
out, and bitcoins are in. The Open University has recognised the emergence of FinTech, much of
which lives on social, and is educating others. Tomorrow’s workers may be paid in bitcoin, so they
might as well learn about it.
The bigger picture
Innovative FinTech is fast becoming mainstream. Even Citibank is experimenting with its own
cryptocurrency called Citicoin. What was once the dark web is now out in the open.

22. COMMUNITY
18
Name: The Face Of Litter
In a tweet:
We dare you to drop an empty crisp packet in Hong Kong. An environmental cleanup group is
using litterers' DNA to publicly shame them.
Why so social?
The Hong Kong Cleanup Initiative is capitalising on our fear of being humiliated in front of
strangers. Fines haven’t deterred litterers in the past, but public embarrassment is a heftier and
more personal price to pay than money.
The experiment was designed to show the world that dropping rubbish is not an anonymous
crime - people leave a little part of themselves behind every time they litter.
The bigger picture
The social web is powered by the need to develop our personal statuses. The content we share is
a reflection of how we want others to see us - hence the gym selfies. This is not a trend, but fact,
and one too often forgotten when we’re talking social.

23. FITNESS
PumpUp
LIFE HACKS
The Ultimate Comper
PROTECTING THE PLANET
My Shower Is A Green Warrior
SHOPPING
Facebook M
FOOD & DRINK
KFC SoundBite
FAMILY
Mr Gabriel
TRANSPORT
MotorMood
WORKING
Netflix Parental Leave
MARKETING
Facebook Remote Place Tips
RELATIONSHIPS
7heaven
TOMORROW’S WORLD
The Arm That Listens
ART & FASHION
Flesh Love
CRAFT & MAKING
Minecraft Underwater
Wonderland
GAMING
The Flock
HEALTH & WELLBEING
The Public Workforce
TRAVEL
Flickr Patterns
MONEY
FinTech 101
COMMUNITY
The Face Of Litter

24. talktous@wearesocial.net