Social Machines: Bringing Social Media to Life at Events

Alessandro Santarelli| EVP / Creative | Brightline Interactive

Social Machines:

Bringing Social Media to Life at Events

Social Machines: Bringing Social Media to Life at Events

What is a Social Machine? 1. Translate digital actions—such as tweeting—into a physical

result, and vice versa.

2. Conduits of personalized experiences, both pulling content in from the cloud, as well as pushing out content, producing a physical or digital result.

3. Tracking and data capture are inherent to Social Machines, with measurable, memorable experiences for both the consumer and the brand.

What makes for the best, most effective engagement? 1. Simplicity

2. Intuitive

3. Different


What makes for the best, most effective interactions? 1. Fun, good old-school fun

2. Entertainment

3. Meaningful experience



This is not a Social Machine.

AT&T’s “#ATTFanZone Twitter Balloon” Agency: Team Epic / Brand: AT&T Wireless / 2013 NCAA Men’s Basketball Final Four




Pepsi’s “Create Your Own Super Bowl Halftime Show” Agency: Team Epic / Brand: Pepsi & Tostitos / NFL Super Bowl XLVII








http://www.yourpepsihalftimeshow.com/e2ncqkwEA98

AT&T’s “It Can Wait” Social Booth Agency: Team Epic / Brand: AT&T Wireless / 2013 NCAA Men’s Basketball Final Four

AT&T’s “It Can Wait” Social Booth Agency: Team Epic / Brand: AT&T Wireless / 2013 NCAA Men’s Basketball Final Four

VISA’s “#MakeItEpic” Twitter Vortex Agency: Team Epic / Brand: VISA / NFL Super Bowl XLVII



Alessandro Santarelli| EVP / Creative | Brightline Interactive

Social Machines:

Bringing Social Media to Life at Events

Social Machines: Bringing Social Media to Life at Events

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