INSIGHTS & CONTENT INNOVATION - THINK TANK FEB 2015

INSIGHTS & INNOVATION THINK TANK FEB. 2015

CONTENTS

INTRO. CONSUMERS AS PARTICIPANTS

THE BRAND ECOSYSTEM

PARCIPTATIVE BRANDING APPROACH

NEW TECHNOLOGIES, IDEAS AND CASE STUDIES

This presentation is designed to open our minds

to new ways of thinking about content innovation, brand marketing

for application across brands and agencies

CONSUMERS AS PARTICIPANTS

Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively

engaging with them.

Always-on and connected consumers want to create, curate & share their ‘experiences’

WELCOME TO GENERATION C. The rise of the connected consumer

https://www.youtube.com/watch?v=AHkNS9UF2gw

https://www.youtube.com/watch?v=AHkNS9UF2gw

GENERATION C.

Not a demographic but a new consumer mindset.

Gen C. are the consumers that we need to engage and connect with… and if done right, these people will

proliferate the brand story and organically expand the brand ecosystem

WHAT IS THE BRAND ECOSYSTEM?

Its an organic model, where the role of the brand is to listen to the conversations happening around it, energise those conversations with interesting content and experiences. It’s all about giving the ‘brand community’ something to talk about within their own social networks, and ’influencers’ are then able to add momentum to your ideas.

WE DO COOL SHIT… NOT ADVERTISING

Nike are kings of fuelling their brand ecosystem with new content, events, stories, controversies, world records and ambassador sponsorship.

A key element in creating the Brand Eco System is to embrace the

Participative Branding Approach.

Participative Branding is how a brand engages and behaves with consumers across channels and over time to earn both their attention and their

participation through experiences.

HOW DO WE JUST DO IT?

Understand your audience & how they connect (Technology/Networks)

Understand how they interact with each other (Language/Culture/Content)

Deliver creative ways to intersect and engage in an authentic way

leveraging technology

Innovation plays a key role here

ENGAGE. CAPTURE. CONNECT.

CONTENT CAPTURE

4K CamerasDrones

360 Cameras Remote Control Cameras

Bullet Time User Gen

Hidden Cameras

HUMAN INTERACTION

ExperientialKinect

MoceanWearables

Projection MappingVirtual Reality

Augmented Reality

APPLICATION/NETWORKS

Interactive VideoSocial Networks

Native VideoOwned Platforms

Custom Build / AppsSocial Aggregation

Analytics

A BRIALLIANTLY WEIRD CONTENT CAMPAIGN

Dreaming with Jeff

WHY IT WORKS

The campaign speaks to the SquareSpace brand value proposition

People like weird

WHY IT WORKS

Celebrities draw in fans and have amazing power to influence

Philanthropy adds a layer to a story and can make magic happen

INSIGHT

At the heart of a great campaign is a great story that links everything together

A story people will feel compelled to engage with and share