Your Story Alive

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EWI Worldwide

A Global Perspective

Posted byKatie
We will be leading the interactive workshop, “International Cultural Protocol” on Sunday, March 16 from 8:30 a.m. – 12 p.m. at Mandalay Bay Hotel & Casino in Las Vegas.

Designed for attendees new to doing business internationally or working towards deepen global relationships, the session will help attendees identify and resolve common challenges today’s marketers face.

The workshop will be delivered by Benedict Meissner, managing director, Europe headquarters.

If you'd like to sign up or learn more, you can do so here. We look forward to speaking with you!
 
 

Pixar's 22 Rules of Storytelling

Posted byAdam Sweet
As Experience Designers we need not forget that our audiences are essentially characters in the grand scheme of things.

"A while back, now-former Pixar storyboard artist Emma Coats tweeted a series of pearls of narrative wisdom she had gleaned from working at the studio.

"So, while not all of these are relevant to our industry or what we want to do with a space/event/installation, "Each of the rules is illustrated with a corresponding scene from a Pixar movie, making for what look like motivational posters for making timeless entertainment."

They encompass what it is to present a story to a group, why things will or will not work, and the approach that is best fitting for a situation.  They're also, in Pixar fashion, very cute.

And with that...I give you Pixar's 22 Rules of Storytelling: http://www.fastcocreate.com/3018559/pixars-22-rules-of-storytelling-visualized#12

As an addition to these Rules, Cornell University student Aileen Chang does a personal interprestation with some business and life-driven insights to each of them: http://eship.dyson.cornell.edu/wp-eship/blog/2013/10/15/personal_interpretation_pixar/?utm_content=buffere918b&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer

 
 

Think Big, Act Little

Posted byKatie
Sometimes making a big impact doesn't mean that you have to put all your eggs in one event.

This campaign - inspired by just one tree in San Francisco - was an immediate, spontaneous opportunity gave the Kellogg team at Leo Burnett a chance to make a connection with one of media's other famous tree dwellers: The Keebler Elves, and their Hollow Tree.

The team took the show on the road, working with parks and gaining permission to plant the tiny doors all over the country - starting the "Tiny Doors Project."

Check out the video for a little magic, and this Ad Age article for photos and more information.

 
 

150th Birthday Celebration

Posted byKatie





































It's not every day you get to celebrate someone's 150th birthday.

This week, Ford Motor Company (client) activated efforts worldwide to recognize and celebrate the accomplishments of founder Henry Ford. From a giant cupcake birthday cake to road rallies, showroom transformations and of course - a coordinated digital presence that encompassed Twitter, Facebook, Pinterest, Flickr, Instagram and more - it was a global feat. From the Ford press release, here is a snapshot of some of the activities:

  • The state of Michigan declared this “Henry Ford Day”
  • In Washington, D.C., hundreds downtown and on Capitol Hill marked the day enjoying commemorative cupcakes delivered by a food truck
  • Dealers in 21 Asia Pacific markets have launched Ford Heritage month, transforming showrooms into exhibitions on Ford’s rich history
  • Ford of Germany marked the occasion with a series of five road rallies that celebrated Ford’s numerous automotive breakthroughs over the last 110 years
  • More than 4,000 people attended community events held by Ford in Romania
  • In Great Britain, celebrations were capped by the reveal of a restored statue of Henry Ford at the company’s UK Tech Centre

And, the celebrations have just begun. This week represents the start of a whole year of dedicated events - but live and online. Read the press release for additional details.
 
 

Gamification in Healthcare

Posted byKatie































While technology and smart design are used a number of ways in the healthcare field, the concept of gamification - or the use of game elements to promote desired behaviors among customers, patients and employees - is a growing application that we're exploring more and more (just check out our blog post on these little superheros - and these little victors!).

The New York Times recently reported that the concept of gamification - think 3D version, with a kid-sized robot  -  is being used to help patients with needle anxiety. Here's an excerpt from the article:

"The robot, named MEDi, is programmed to greet a child with a high-five, collect toys from a tray and ask questions like 'Do you like movies?' Children who engaged with the robot while receiving a flu shot had much less pain and distress than children who got a shot the usual way, according to a study published in the June issue of Vaccine."

Read the full story here or check out this video on the Soother-Bot.
 
 

EWI Worldwide and HCEA Annual Meeting Join up to Donate 300+ Books to Sammy’s House

Posted byKatie
 













































Thanks to the attendees of the 2013 Healthcare Convention and Exhibitors Association (HCEA) Annual Meeting, 327 books (and counting!) have been donated to nonprofit Sammy’s House of Austin, Texas.

Sammy’s House supports young children who are medically fragile and/or developmentally delayed and at risk for poor academic achievement. These delays can be due to established risk, such as genetic anomalies, biological risks such as pre-maturity and environmental risks such as prenatal drug exposure, abuse, neglect and poverty.

All of the books donated through the annual meeting will be used to create an early childhood literacy intervention program new initiative, called the G-tEE - Give to Experience Education program - which will offer children an approach to learning that will emphasize multi-sensory, customizable, interactive and inclusive activities to support early childhood literacy and language skills.

Over 40 Annual Meeting attendees personalized books and shared their stories – from the classics to the new favorites – to Sammy’s House. To check out some photos of attendees who were inspired to contribute their favorite book, check out our Facebook page. More photos of the growing literacy program are expected soon.

 
 

Your Graphic Voice

Posted byAdam Sweet
In this very cool experience, Murmur, by Chevalvert, 2Roqs, Polygraphik and Splank, a user walks up to a peculiar, glowing, megaphone which is connected to a blank concrete wall via an LED-lit cord. 

As you speak, your voice becomes translated into randomized graphics which are projected onto the wall. A few excerpts from a recent article:

“The main idea is to communicate with the wall, trying to turn it from a concrete and cold presence to a living and responsive surface."  

The quirky megaphone and bright, blinking, LED cord... "might seem a bit whimsical, but they’re absolutely integral to visualizing an invisible process, and leveraging digital technology to connect a person to the analog world."

“'The installation is based on the popular kid’s game of listening and talking through [cups] linked by a thread.'”

Link to video.

Read more about it on Co.DESIGN too.
 
 

EWI Wins Award for “Choose Your Subaru Adventure” Interactive

Posted byKatie
EWI Worldwide and client Subaru of America, Inc.'s digital engagement program, “Choose Your Subaru Adventure,” has won an Industry Excellence Award for best digital out-of-home campaign deployment for self-service / interactive kiosks from the Digital Screenmedia Association (DSA). The awards honor the best self-service, digital signage and mobile technology deployments across all vertical market segments.

The “Choose Your Subaru Adventure” (CYSA) program, debuted at the 2012 LA Auto Show, was designed to create a seamless brand extension that captured the spirit of the Subaru lover – including their passions, activities and how they use their Subaru. The experience invited guests to pose in front of a green screen, where their image was then wirelessly transferred to one of three kiosks in the booth. Guests worked with product specialists to choose their photo and add in different digital layers – from a background location to the vehicle, and a number of fun options ranging from retrievers to armadillos, while sharing information on whether they were a current owner, looking for a vehicle or looking for a local dealer. Not only did booth dwell time increase significantly, but nearly 10,000 attendees emailed themselves their images.

The awards were presented during an awards dinner at the Hilton DFW Lakes, in conjunction with the Digital Screenmedia Symposium. For more details, check out the full news release here.

Congratulations, team!

 
 

Key Trends: Event Marketing Summit 2013

Posted byKatie
Waiting for class to start at EMS 2013.

The annual Event Marketing Summit is known for big ideas and big campaigns - and this year did not disappoint. Here are the top findings from our attendance this year - with the caveat that try as we might, we couldn’t attend every session that we wanted to.  

  1. Employees are gaining more market share and attention. Several brands talked about the importance of communicating internally – and not just to the sales force. One presenter from Textron, the maker of the Bell Helicopter – shared concerns  about keeping new product details under wraps, even from employees. An information leak happened despite their best efforts, and when they realized that the leaked information wasn’t factual, they decided to embrace it instead, and go for full transparency. The resulting campaign was a mix of surprise and delight, starting with tactics as simple as window and floor decals in employee lunchrooms. The campaign that started with employees also served as the foundation for an incredible product reveal. They may not be responsible for sales directly, but employees certainly bring something to the table when it comes to brand integrity, reputation and buzz.
  2. Long product cycles and sustained outreach. This year, we saw a bit more focus on those brands that face long product cycles. Whether its helicopters or cars, it seems that brands are shifting away from campaign or program-focused execution, and instead looking for the long game. What are the implications for the brand identity? What kind of messaging are we putting in the marketplace? By being considerate of the flow of information and cadence, some are finding a way to refocus on the sequence of live events – not just a few nights a year.
  3. The brand ambassador is changing.  Forget booth babes and the traditional product specialists! We kid. But seriously, for many of the events and case studies we saw, the idea of the brand ambassador is going through a fundamental shift, and not just for tradeshow programs. Take Genlivet’s campaign, The Guardian. This membership club brings together highly curated content, events and recommendations, anchored by the venerable, agency-created, Jonathan Dram. (Who, by the way, comes complete with his own Pinterest account: http://pinterest.com/jonathandram/pins/). Another presenter that we saw talked about how one automaker worked with an architect for a recent event and even asked him to open his home and car collection to journalists. And, Audi shared their efforts as they identified a niche audience representation, skiers, led by a former US team member, as they delivered experiences for one of their most niche products, the Audi allroad. While these representatives are implicitly talented and cool – they also safely guard their own creative content and presence, so good luck telling them what to do and say, exactly. In the words of the Glenlivet representative, properly vetting this group is a “fine art.”
  4. The power of the personal story. We believe this goes hand in hand with the trend in brand ambassadors. While a corporate brand is cool, personal stories are better. The Textron marketer talked about how their sales meetings kicked off with a look at what makes their speakers unique – and those interests helped drive better connection during those meetings. Likewise, Paul Blurton of inVNT found that people who had the same personal aspects as those the brand was working to emulate (creative, adventurous, discerning, etc.) helped create touchpoints that prospects and customers could relate to. Interesting people, they are finding, drive more interesting conversation and more effective communications. While it means less control, better relationships are the tradeoff.

Sending a huge thank you!
Last but not least, thanks to everyone who joined us at our UX track session, “Big Footprints, Bigger Impressions: Making the Most of Large Real Estate.” Great questions were asked. If you want a copy of the presentation, leave a comment or contact us at media ‘at’ ewiworldwide.com.



 
 

Exxopolis – An Escape for Students

Posted byAlisha
In a world of fast paced environments it is difficult to remember how it feels to slow down and think, Architects or Air (AOA) are making it easier for students at Cal State University Long Beach (CSULB) to find a place to decompress from their running schedules of classes, work, friends and the future.

AOA has created a structure called Exxopolis, a giant structure that can hold up to 80 people. Made entirely of PVC plastic panels it boasts multiple sitting pods that dot the walls and places to sit and lay down. The inside of the structure is set up as a kind of maze. The tunnels continue forever, further making the individual lose their bearings and orientation. The color inside the structure is created by natural sunlight streaming through colored panels on the roof and walls furthering the tranquility that is already in place by the warmth of the music playing throughout the structure.

Students at CSULB worked for nine months in order to get the structure to their campus. It has created an environment to involve and immerse fellow students in as a stress reliever, acting as a vacation in the middle of the semester.
 
 
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About YSA

A place where creative folks and clients, account people and strategists gather to discuss Live Communications and its singular ability to create deeper, more meaningful relationships between

customers and brands. 

 

So pull up your keyboard and raise a few questions, share some ideas, provide a little inspiration.  Oh, yeah... and get comfortable.  After all, it's your place.

 

Developed by the creatives of EWI Worldwide, www.ewiworldwide.com.


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