IDEA STARTERS:CREATIVE DIGITAL

COMMUNICATIONS1.2013

THEMES

content content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content contentcontent content content content content content

@stoneward

CONTENT:EVERYONE IS DOING IT

@stoneward

U.S. MARINES

STRATEGY:

IDEA:

EXECUTION:

@stoneward

Enhance the Marines recruitment efforts with a stronger digital presence across multiple platforms.

Marine Corps prospects and supporters search for information about the training, values, and life of active-duty Marines. YouTube is the second largest search engine in the world. Create an immersive experience to provide those prospects and supporters with the content they’re searching for, where they’re searching for it. The Marine Corps’ YouTube brand channel, presenting a breadth of information on a dynamic platform, turns fence-sitters into decision makers.

Invest in video with the debut of a content hub that is a first-of-its-kind for YouTube. Unlike any other channel in design, aesthetics and functionality, the circular player features back-end logic and an algorithm similar to Pandora. The official YouTube channel of the United States Marine Corps serves up content based on what the users are liking, creating a unique and different user experience for every person who views the page. This movement toward guiding the user and showing recommended content is a huge step in a new direction for YouTube. Currently have more than 33,700 subscribers and over 11.8 million views.Source

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

U.S. MARINES

@stonewardSource

COCA-COLA

STRATEGY:

IDEA:

EXECUTION:

@stoneward

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

Make a real commitment to content generation.

The company created more than 120 pieces of content as part of its London 2012 Olympic sponsorship, compared to only three TV commercials and six out of home ads for the 2008 Beijing Olympics. Also, in November, the company released its new website that marries the staid, static philosophy of a corporate website with the dynamic fluidity of a blog. There’s a wide range of content topics — entertainment, brands, business, community, environment, health, history, innovation, sports — that Coke employees write about and curate from around the Web. The stories themselves either discuss the company or issues that the company cares about.

Source

DISNEY

STRATEGY:

IDEA:

EXECUTION:

@stoneward

Tease the release of the sequel to Monsters, Inc., Monsters University.

Drive the television spot to a website that looks remarkably similar to a real college website with content related to the movie.

Source

Create a sly send-up of the gauzy/clumsy ads each school runs during big-time college sports games and run it during a big-time college sports game.

DISNEY

@stonewardSource

CONAN O’BRIEN

STRATEGY:

IDEA:

EXECUTION:

@stoneward

Demonstrate what’s possible when innovative digital and production teams join forces with their loyal fan base.

Team Coco made 79 clips from the show available to fans, and asked them to recreate the segments and submit it. The January 31st episode, titled “OCCUPY CONAN: When outsourcing goes too far” will be an hour long telecast consisting entirely of the best fan-submitted videos. One winner will receive a Volkswagon Beetle, and 200 runner-up winners will receive Team Coco-related prizes.

Source

Occupy Conan

CONAN O’BRIEN

@stonewardSource

CONAN O’BRIEN

@stonewardSource

PIZZA HUT

STRATEGY:

IDEA:

EXECUTION:

@stoneward

Engage consumers in content creation and leverage the viewership of the Super Bowl to garner participation.

The pizza giant is asking football fans to submit very short videos of their best, silliest or most creative recitation of the words every quarterback shouts — and which Pizza Hut says is the heart of its name: "Hut. Hut. Hut." In other words, simulate the start of a football play, but with creative zeal. For Pizza Hut, it's all about generating serious social-media engagement during one of its busiest days of the year. For consumers, it's a cultural fantasy come true that is no longer limited to gridiron stars or Hollywood celebrities.

Source

Submit your best “hut.”

PIZZA HUT

@stonewardSource

DISCUSSION/QUESTIONS

@stoneward

KEY TAKEAWAYS

•Give people engaging content and they will spend more time with your brand.

•Give people the tools/content they need to build and share their own personalized versions of your brand.

@stoneward

THANK YOU.

Emily Reevesereeves@stoneward.com@reeves501@stonewardwww.waitingfortheelevator.com