Contact Information

Topbunk Advertising818 Ostrom Ave, Syracuse, NY 13210

Erin Tye, Managing DirectorPhone: (407) 417-0831

Email: topbunkadvertising@gmail.comTwitter: @TopbunkAd

Table of Contents

Pillow Talk 5

The View From The Topbunk 11

Between The Sheets 15

Clients 23

Case Studies 27

Pillow Talk

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History

Four score and seven years ago it was 1925. Calvin Coolidge was President, the Pittsburgh Pirates actually won the World Series, and none of us were born. The past is boring. Forget history. Let’s talk about the present.

Right here, right now we are in the midst of a global revolution where technology and the Internet allow a business in California to have a real-time video chat with a supplier halfway around the world in China. With the real world on our doorstep, our fresh-faced team decided to throw our metaphorical hat into the very real ring. Whether it was due to luck, timing, or good-looks, our five member team was able to come together in the depths of an upstate New York winter to form an agency with the goal of setting the advertising industry ablaze. January 2012 saw the birth of Topbunk Advertising, a digitally driven advertising outfit that aims to use unexpected and effective advertising to engage consumers with brands on a personal level. Our own history may be short, but that allows us to fill more pages of this book with what’s important: what we’ll do next.

Size

You know what they say about big beds...big sheets. As of right now we are five bright eyed and bushy-tailed advertisers, filled with ambition and starved for work. Should we win the digital business for Coca-Cola, we will expand our agency to ensure we’re equipped to manage such a sizeable account (provided we find people as awesome as we are). We’re also willing to move wherever you need us to - that’s the great thing about a bunk bed; you can assemble it anywhere.

We’re also really, really good at multi-tasking on the beach, should you need us in Hawaii...

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StructureTopbunk Advertising is made up of nails, wood, and a few loose screws.

When assembled, the Topbunk becomes the coveted sweet spot; right where you want your brand to be.

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Wanted: Agency mascot. Turtles, monkeys or talking parrots acceptable

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11

The View From The Topbunk

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We think, therefore we are. We innovate, therefore we keep ahead. We bunk, therefore we rock. We’re Topbunk, therefore we are on top.

Topbunk is chock-full of believers. We believe in miracles, a thing called love, and of course, Santa Claus. But above all, we believe we can make the world a better place. We are a big-hearted team without nay-sayers, minus yes-butters and sans not-knowers. Our altruistic nature and “why not?” mentality spurs us to accept challenges that others dare not accept, and solve problems that others dare not solve. Ten, twenty years from now, our list of proudest accomplishments shouldn’t just include advertising campaigns. We want to know we made an impact beyond the world of advertising, that the world is maybe a better place for us being in it. This is where Topbunk and Coca-Cola see eye-to-eye. Yes, we want to create kick-ass advertising that makes Coca-Cola a cultural phenomenon, but we aim to do more than simply sell a product. Our plan is to use conversational platforms of advertising to connect Coca-Cola with consumers and encourage them to engage with the philanthropic efforts of the brand.

At its weakest, the consumer-brand relationship ends with the swipe of a credit card. At its best, it starts there. Advertising is no longer a one-way street; the best campaigns are derived from the collaborative efforts of both the product and the fan. We believe that modern brand-consumer relationships should be built around the sharing of experiences, stories, goals, and mutual respect. In order to do that, brands and consumers need to communicate better. That’s what we’re here for. We are part brand ambassador, part consumer. We can listen to both sides of the conversation and thus foster the ultimate consumer-brand relationship.

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A better view, cleaner air, and being close to the glow-in-the-dark stars on your ceiling: benefits of the topbunk #ShoutOutToDavidLetterman

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Between The Sheets

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Erin Tye - Managing Director

While doctors say her blood type is AB, Erin maintains that it is in fact CC, otherwise known as Coca-Cola. Being one of three (she’s a real, live triplet) has made Erin naturally competitive and ensured that originality is something of an obsession. While spending time at Mindshare NY, Erin focused on creating digital campaigns, which has helped make her an expert in nearly all things digital. Erin specializes in social media and has a soft spot for anything related to crowd-sourcing (or candy). When she’s not busy getting her Coke fix, Erin’s a great multi-tasker capable of bringing together and leveraging the capabilities of her off-the-wall team. Plus, being a digital wizard ensures that she’ll oversee the extension of any idea into a more interactive realm.

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Bonnie Jones - Digital Strategist

A semi-secret (now) underground fencing champion, Bonnie is a master at more than the epee. She has also never lost a battle of wits, a thumb war or a Scrabble game. Fueled by coffee and great ideas, Bonnie specializes in strategic thinking, social media, and motivating consumers to willingly engage with brands. With an education in advertising, a digital focus from her time at Evolution Bureau, and extensive knowledge in crowd-sourcing, Bonnie has serendipitously been trained to make the 2012 Coca-Cola vision a reality.

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Elise Schachter - Creative Director

Growing up, Elise has always been the social butterfly in the room. As she continued to grow and hone these skills, she learned that they could be valuable in helping people find solutions to their problems. Being a problem solver and finding the creative solution became a goal that she strives to achieve with every challenge that comes her way. Elise brings knowledge of creating kick-ass concepts across many platforms as well as some undeniably eye-catching designs. Between her impeccable communication skills and her intuitive design work, Elise is exactly what Coca-Cola needs to implement their vision.

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Lauren Geniviva - Media Director

Little is known about Lauren’s past, we stopped believing her childhood stories when she told us she was a child prodigy that accidentally discovered the equation for Radiocarbon dating while doing her 2nd grade math homework. What we do know for sure is that she had a nomadic childhood living everywhere from a small town in central New York to Sao Paulo, Brazil (If you know what Sao Paulo was like in the nineties you could imagine she’s a pretty tough cookie). The point is, Lauren is more than ready to move or adapt to any changes Coca-Cola throws her way. Lauren’s most valuable experience has been client side at Discovery Channel so she understands what it is like to be in Coca-Cola’s shoes. Your fears are Lauren’s nightmares, so hopefully she can put to rest any concerns you may have about working with an agency.

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Ryan Gerhardt - Account Planner

As long as he can remember, or at least since Wedding Crashers, Ryan has wanted to be a pimp from Oakland or a cowboy from Arizona. But it’s not Halloween. He realized he had to grow up, so he took the job that was the closest to being either of those: an advertiser (and Batman on weekends). Besides being handy with a grappling gun and looking good in tights, Ryan has previous experience working on brands such as 5-hour Energy, Crave, and Intense Milk - unknowingly preparing himself to work on an account like Coca-Cola. He brings experience in youth and event marketing from work on products like Crave, as well as digital interaction and research experience for projects with the NHL and Upstate Farms. In addition to impressive copywriting and hand-to-hand combat skills, Ryan has mad orking* skills.

*Orking: (verb) - typing with no hands while simultaneously drinking a Coca-Cola, with your mouth closed

The secret to humor is surprise....except when it’s pregnancy. That’s not funny. #topbunkjokes #makinmoves

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Clients

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YOUR NAME HERE

As a new agency, we currently have no clients. It’s all about you, so go ahead and be needy, we’ll still answer your phone calls (we’d never dream of sending you straight to voicemail).

1. Coca-Cola2. Coca-Cola3. Coca-Cola4. You get the idea.

This may sound bad, but you could say we’re pretty experienced - we just haven’t met the right client yet. Between all the bunkmates, we have experience working with bad-ass brands such as:

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Sprint

Cam

pbel

l’s

New Balance

Boost Mobile

Virgin Mobile

Five-Hour Energy

Friendly’s

Sherwin Williams

Nissan

Wes

tche

ster

Imag

ing

Audubon of Greenwich

New Rochelle Downtown

Groupon

Rainforest Beverages

Burt’s BeesSalti

nes

FibaTape

Netflix

Popsicle

Upstate Farms

Bose

Patagonia

Clos

etm

aid

Alto

ids

Juicy FruitMozilla

GE-Marketbot

Absolut SF

UNC-Greensboro

HasbroMy Little Pony

Jameson

Absolut Miami

Absolut Glimmer

Homeaway.com

Discovery ChannelIntuition Razors

Girl Scouts HVCleveland CavaliersHondaSamsung

Stride Gum

Purell

Winter Park Magazine

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Case Studies

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NHL - Beard-a-thon™ProblemProfessional hockey in the U.S. is quantifiably the least popular of the 4 mainstream professional sports, but its fan bases are among some of the most active and loyal. The NHL wanted to capture this intense fandom that exists among hockey enthusiasts and use its social influence to make a positive impact in the community.

SolutionThe NHL responded with the Beard-a-thon: Grow One For The Team campaign. Beard-a-thon is a cause-marketing program designed to leverage the excitement and distinct history of the NHL playoffs while increasing fan involvement and raising money for charity. Participants of the Beard-a-thon pledge to maintain their playoff beard, a tradition that started with hockey and has since been adopted by many other sports, for the duration of their team’s playoff run and receive donations from fans, family, and friends to sponsor their beard growing efforts. Growing a playoff beard is something fans already do on their own, so the goal was to integrate the NHL’s cause into this existing behavior. Fans and participants were able to use the campaign’s website and social media like Twitter to donate, visit their favorite team’s page, interact with each other and also NHL players who were participating in the program, and even build their own virtual beard after uploading a picture of themselves.

ResultsThe result is a campaign that is now running 3 years strong. Since launching in 2009, thousands of Beard-a-thon participants across North America have raised over $1.2 million for charity. During the 2011 NHL Stanley Cup Playoffs alone, Beard-a-thon broke its own record by raising an incredible $545,000 for charities. Hockey fans are engaged through the Beard-a-thon website which averages 5,000 website hits per day and in 2011, over 6,000 hockey fans and NHL players participated in Beard-a-thon with overwhelmingly positive feedback as participants were able to share their stories about the charities as well as their team spirit.

Knowledge BottledCoca-Cola has an active and loyal fan base. The question, not unlike that faced by the NHL, is how to take this enthusiasm and fandom and turn it into a social movement that fosters a greater connection with consumers and ultimately increases interaction. This specific case makes two important points to that end. First, people want to be able to interact with each other, share things they’ve made, and rally together to accomplish something bigger. By providing a digital and interactive platform for participants to converse with each other and players, make their own “beards,” and raise funds for a charity in a capacity that none of them could likely have done on their own, Beard-a-thon provides an example of how this execution can be applied to other brands and ideas. Second, and equally important for Coca-Cola, is integrating a campaign into some aspect of the consumers’ life that is a pre-existing behavior or habit. Beard-a-thon took an existing aspect of its target’s life, growing your beard during the playoffs, and gave it greater importance by making it a way for fans to help their community. It was easy for participants to do and gave them a greater stake in the NHL Playoffs. Coca-Cola needs to integrate itself more seamlessly into an existing aspect of the 18-24 year-old lifestyle that is already very social and digital. It’s about becoming a part of the conversation by giving a greater stake in the brand to consumers.

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Jameson Whiskey - Jameson, 1780ProblemJameson Irish Whiskey is an established brand. They have a loyal following created by iconic TV campaigns and print ads. The problem was that people began to think of the brand as old, outdated, and irrelevant in today’s world. Jameson needed to find a way to update their brand and reward their loyal following by creating digital interaction and transporting consumers into the virtual world of Jameson.

SolutionJameson decided to create a Facebook social game that engaged consumers with the history of Jameson, applying the legendary tales to their personal lives. This game was called “Jameson, 1780” and was the first effort by Jameson to reward their drinkers for their fandom in the digital sphere. The game challenged players to find the thieving scoundrel who stole the legendary ‘missing barrel’ of Jameson. Here’s the rub: The thief is one of their Facebook friends. The player is equipped with a set of clues that help them navigate through the streets of 18th century Dublin, to discover which one of their Facebook friends is responsible for the missing barrel.

ResultsThis digital game challenged the definition of advertising as it invited consumers to become integrated into the legend of John Jameson. The game was engaging, sharable and rewarding once the fan ‘solved the quandary.’ Thousands of players spent an average of 4 minutes on the site, interacting with the brand and its history. Posts on Facebook, Twitter, websites and blogs helped create buzz and tempted even more Jameson fanatics to solve the mystery.

Knowledge BottledCoca-Cola is currently in a similar position to where Jameson was before they started a digital conversation. Both brands have a large fan base, with loyal followers, and customers just itching to be engaged. Topbunk now knows how to create interactive content and foster fan engagement with a core brand identity.

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Discovery Channel - Curiosity and Curiosity.comProblemThe Discovery Channel brand was created with the mission of helping people satisfy their curiosity. The founder, John Hendricks, sought to create a place for visionaries of our time to come together to provide their answers to some of life’s questions. With the ‘what’ solved, the question was how to do this.

SolutionDiscovery created a television series exploring topics of intelligence that paired with a newly created question and answer site, Curiosity.com. Together, they are a multi-platform global initiative to take on the questions of our time. Discovery wanted to draw their very curious consumers into a “rabbit hole” of information through directing them to a new Discovery website, Curiosity.com. Discovery was hoping to utilize social media and digital elements in order to engage consumers and create conversations surrounding the questions posed in the show while also promoting their new take on a question and answer site. Curiosity.com is a site that sets itself apart from pre-existing question and answer sites like Answer.com and Yahoo Answers by using visionaries, scholars, and celebrities to answer the questions. The site also allows multiple people to answer the same question in order to challenge and stimulate the conversation. Through print ads with QR codes, promoted hash tags, GetGlue stickers, and the creation of an entire sub-site, consumers were encouraged to jump between different mediums to explore what interests them.

ResultThe project is a long-term branding project to promote the Discovery Brand and what it stands for. The television series will include 60 episodes over 5 years. The episodes that have aired plated in over 40 countries. Discovery hopes that the site will continue to grow and add more expert responses until the site becomes a leader among Q&A sites. The people who watched the show and visited the site were loyal consumers who came back week after week to learn something new. Socially, it created a substantial amount of buzz around the promoted tweets and trends that were purchased.

Knowledge BottledLike Discovery Channel, Coca-Cola is a well-known global brand with a loyal following. This project was a long-term branding initiative with the goal of stimulating conversation and provoking engagement among loyal consumers. The challenge posed by this project was to create a multi-platform branding initiative that could support consumer inquiry and input on a more conversational level.

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Bed time. Night night, don’t let the bed bugs bite! Not that we have those. We don’t. They couldn’t get up here anyway. #topbunkbenefits

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