the new creative toolkit
DESCRIPTION
Slides from a presentation Steve Sponder made on 15 March for the DBA.Social Media has brought about a massive change in marketing strategy. The average designer's toolkit used to be a simple one. All that was required was a nicely sharpened pencil and a large piece of paper. In the last 5 years, the disruption of social media has added a new set of tools to the box that provides brands with an opportunity to engage with communities in unprecedented ways.TRANSCRIPT
The new creative toolkit
V1.0 March 2011
Steve SponderGroup Strategy Directorblog.stevesponder.com // @stevesponderwww.headstreamucp.com
V1.0 March 2011
Social BrandConsultancy
Social Communications
The new creative toolkit
Part 1 - Data
Sony Music – Lissie Music Video
After choosing your location, this music video is personalised using real-time weather data from your location .
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Environmental Data
Virgin Media – Terminate-a-mate
This campaign for Terminator: The Sarah Conner Chronicles provides a personalised mobile video clip by utilising personal data and location data.
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Personal and Location Data
Vodafone – Taxi Grand Prix
An online racing game that tracks your chosen two taxis from a list of 10 using GPS and plots their accumulative mileage data on the map.
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Environmental Data
Sony Vaio – Media Monster Wars
A Facebook app game that utilises data from your Facebook wall to power your ‘media monster’.
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Personal Data
MySpace Music – Fan Video
By logging in with Facebook Connect this app creates a personalised video by dropping in your profile picture.
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Personal Data
Starbucks – Meet me at Starbucks
A Google Gadget that enables people to find a local Starbucks coffee shop and then invite their friends or colleagues to meet them at that location.
Back Office Data
Sense Networks – CabSense
The CabSense mobile app uses historical data of more 90 million rides taken in some 3,000 taxis over the past year and prediction math to figure out the best corner to hail from, and when to do so.
Environmental Data
LoveHoney – UK Sex Map
An interactive map of the UK that aggregates customer purchase data to show the sexiest places in the UK.
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Personal Data
First Direct – First Direct Live
This campaign provides a real-time view of consumers online opinions by aggregating data from eight million social media sites.
Personal Data
Fiat – Eco-Drive
This app analyses your journeys in an Eco-Drive enabled Fiat and converts your driving data into simple, clear facts and figures, like fuel consumption, CO2 and money saved.
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Environmental Data
The new creative toolkit
Part 2 - Location
MasterCard – ATM Hunter
This apps finds the nearest ATM based on you’re your current location.
Rightmove – House Finder
This app allows you to search for houses for sale or rent within your current location.
Geo Location
Unilever Omo – Try Something New With Omo
Unilever put GPS devices into 50 Omo detergent boxes allowing the prize to be delivered personally to the winners home.
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Geo Location
Starbucks – Mayor Offer
Starbucks rewards frequent customers with the Barista badge on Foursquare.
In addition if you checked in enough times to become Mayor of a specific Starbucks you received a special offer.
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Geo Location - Check-In
Kogi – Korean BBQ Taco Truck
Twitter updates are used to let everyone know where the taco truck is.
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Twitter Updates
Daily Mail – Recruitment Advert
This recruitment advert for an SEO Manager was placed in the newspaper’s website robots.text file.
Contextual
Gap – London Pop-up Store
Gap celebrate 40th anniversary with pop-up store in Kingly Court, off Carnaby Street.
Clemens en August – On Tour
Only available to buy on tour, these stores pop-up in locations like contemporary art galleries.
Pop-ups
Domino – Domino’s Delivery Points
White doors were placed in parks and beaches across the Netherlands featuring the Domino’s number. These doors also mark the drop off point for deliveries.
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Pop-up
P&G Charmin – Charmin Restrooms
For the last 5 years Charmin have been providing free restrooms in the heart of New York over the Christmas holiday season.
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Pop-up
The new creative toolkit
Part 3 - Time
Diesel – Heidies
The Diesel website was taken over by two girls, The Heidies, who kidnapped Juan, a Diesel sales guy, and stream their antics live from a hotel room over a five day period.
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Live
Heineken – Made To Entertain
With the help of wives, girlfriends, professors and bosses, Heineken duped 1,000 AC Milan football fans into attending a classical concert therefore missing the biggest game of the season against Real Madrid.
Although just as the game is about to get underway Heineken reveal their prank and project the match live for all to enjoy.
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Live
P&G - Old Spice – The Man Your Man Could Smell Like
Over a two day period, the near real-time element of this campaign involved the old spice man providing video responses to questions posed via Twitter.
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Continuing Conversations - Iterative
Converse – Domaination
This campaign uses search insights to inform which culturally relevant keywords to bid on. Converse then create engaging content to capture peoples interest and imagination.
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Real-time
Nokia – Ovi Maps Signpost
Nokia erected a house-sized interactive sign over the River Thames, London. People could text the sign with coordinates and a message. The sign would swing around to point to the supplied co-ordinates and display the message.
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Real-time
Uniqlo – Social Sales Promotion
For a limited time period, people were encouraged to Tweet about featured products which in turn lead to the price being reduced., the more Tweets the lower the price.
Skoda – Social Sales Promotion
Skoda ran a similar sales promotional campaign on a Fabio car but the mechanic to reduce the price by 2 Euros was Facebook ‘Likes’. Once you ‘Like’ the car you had 48hrs to buy it at the new price, if not it went back on the market.
Live - Countdown
Condomerie – Bingo
Condom specialist Condomeire rode the Chatroulette meme in their Bingo campaign.
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Lionsgate – ‘The Last Exorcism’ Film
Lionsgate Films also rode the Chatroulette meme to advertise the release of their film ‘The Last Exorcism’.
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Joining Conversations – Meme Riding
Ann Summers – PPC Campaign
Ann Summers joined the conversation in their own unique way through-out 2010 by running a PPC campaign, bidding on high-traffic, topical keywords such as Election 2010, Snow 2010 and Budget 2010.
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Joining Conversations – Meme Riding
Image source: sostav.ru
T Mobile – Flash Mob
Riding off the back of the growing flash mob trend, T-Mobile staged a flash mob in Liverpool Street Station as part of their ‘Life’s worth sharing’ campaign.
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Joining Conversations – Meme Riding
EA Games – Jesus Shot
Whilst playing Tiger Woods 08 a gamer was able to get Tiger to stand on top of a lake. After a video of a glitch started trending in YouTube, EA responded by staying there was no glitch and provided the video evidence that showed Tiger Woods walking on water .
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Joining Conversations – Meme Riding
Blendtec – Will It Blend?
Blendtec creates videos of them blending gadgets. They choose gadgets which have high profile launches and high levels of conversation around them. The blending of the iPad attracted over 10m views in YouTube.
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Joining Conversations – Meme Riding
Thank you
V1.0 March 2011